Happy Meat sustainable beef brand launches in the UK
Happy Meat is billed as the first climate-friendly beef offering that is premium grade and traceable to a single free range cow.
The brand, citing United Nations research, believes it can reduce the global climate footprint of beef by up to 76% via its methods.
Sourced from uniquely reared ‘dual-purpose’ cows that produce both milk and meat, Happy Meat cows aren’t fed grains associated with deforestation and the brand offers traceability by printing the ear tag of the cow that produces the meat product.
Happy Meat cows are reared at Lye Cross Dairy Farm in Somerset, spanning 4,000 acres of pasture beneath the Mendips - with more specialised farms to come. With a strong focus on environmental stewardship, the farm homes approximately 1,700 British Friesian and Holstein cows. The cheeses that Lye Cross produces are certified by The Red Tractor, The Organic Soil Association, Pasture for Life, A Greener World UK for animal welfare, and The Non-GMO Project depending on the specific product range.
Once a Happy Meat cow has lived out its milking life it provides the beef for about 75 meat boxes.
“Not only is Happy Meat climate-friendly, our cows live significantly longer than typical beef cows and aren’t pushed hard for milk like typical dairy cows,” said marketing director Iman Fatehi. “This promises them a greater standard of life as well as premium grade marbling on their beef. Together, Happy Meat is good for our planet, conscience and tastebuds, too.”
Ordered online, Happy Meat is delivered nationwide as a 3Kg meat box. Including 15 products across a variety of 5 easy-to-cook, 21 day aged cuts – each is hand-crafted by a team of award winning butchers. One box costs £39.99 plus £6.95 for trackable courier delivery. Contents: 1 X 220g Sirloin/Rib-eye Steak, 1 X 460g Roasting Joint, 1 X 290 Stir-fry strips, 4 X 240g Mince, 8 X 120g Burgers.
