The crucial thing about our beef and lamb is that it’s 100% pasture-fed, unlike most meat which is partly fed on grains, often including soya which drives a lot of rainforest destruction. Our pasture-fed farming means working with nature not against it. So rather than spraying on lots of nitrogen fertilizer, pasture-fed farmers sow herbal leys full of plants that fix nitrogen out of the air, or graze traditional wildflower meadows that already contain these plants. This is much better for the soil, which can store a lot more carbon, and it’s better for rivers as there’s no excess fertilizer to wash off into them.
Equally important is that our meat comes from farms with high biodiversity - places still overflowing with wildflowers, butterflies and birdsong. On most farms, wildlife has been declining for decades. Hedgehogs are down by 95%, cuckoos by 70%, and there are far fewer bees, butterflies and other insects. Intensive farming - the system that lies behind the vast majority of British food, has resulted in our countryside being covered by lifeless and unsustainable monocultures of ryegrass, maize and cereals.
We’ve recently added chicken to our range too. Chicken is hard to rear sustainably, with almost all farmers using some soya in their feed, but ours is from a much less intensive system than most. The chickens live in mobile sheds and spend all day wandering through specially sown pastures where they are used as part of the rotation to increase soil fertility, and we’re working with farmers to develop an even more environmentally friendly system.