P R I M E B R I T I S H B E E F

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1 PRIME BRITISH BEEF

2 Where did it all begin?... Public perception regarding all meat related issues have changed with provenance, animal welfare issues and quality focussing the mind of your customers at the point of purchase. We at J.F. Edwards recognise that change. We are determined to meet the aspirations of your customers enabling you to serve them confident in the knowledge that you are supplying a first class product with consistent repeat availability. No fear from competitors claiming to offer the same product as the brand of Jewkes and Dalby is unique to J.F. Edwards and only available through their approved agents. The vacuum pouches and boxes are designed to reflect the old fashioned traditional aspect of the meat industry, whilst offering the modern convenience of primal cuts requiring very little further preparation. PRIME BRITISH BEEF So began the journey to obtain a sustainable source of cattle that met our strict criteria for quality and cutting spec. With the supply sorted, the next step was to don a white coat, grab a knife and demonstrate exactly how we wanted the meat to be cut and packed. Following that, began the lengthy journey towards Red Tractor and Farm Assured Accreditation. We know how important that is to you when trying to win new custom, it follows therefore, that is equally important to us. Finally, a New Brand was born. One that we are justly proud of, and one that will undoubtedly assist you to offer your discerning customers a product that you too can be proud of.

3 Fat class increasing fatness L 4H 5L 5H Specification Cattle sourced from South West of England. Steer, heifer, young bull. Young bulls must be under 16 months at slaughter. Meat from animals under 12 months of age not acceptable. Heifers under 36 months and must not have been used for breeding or be in calf. Steers under thirty six months. Carcass classification fat score 3-4H. Conformation E-O+ Fully compliant with the Farm Assured scheme. Reared and slaughtered to comply with Red Tractor accreditation. DNOB (do not open before) date to facilitate 14 days maturation from pack date. Precise detailed cutting spec to ensure as little waste as possible. (See photo s) Cold chain strictly maintained. Packed and boxed in dedicated Jewkes and Dalby pouches and cartons. Brand unique and only available through agents of J.F.Edwards (Smithfield) Conformation Class improving conformation E U+ -U R O + -O P+ -P Product specification is compliant with AHDB s Quality Standard Mark scheme for beef.

4 Topside (Topside B001) Silverside (Silverside B001) Knuckle (Thick flank B001) Rump (Rump B004) Whole topside. Exposed blood veins are removed and maximum fat. 2 per case Whole silverside and salmon cut. Internal fat pockets are removed. Maximum fat level 15mm. 2 per case Rump tail and fat pockets are removed, maximum fat level is 10mm. 3 per case This rump contains no rump tail. Maximum fat thickness is 10mm. 3 per case

5 Striploin (Sirloin B002) Fillet (Fillet B001) Rib Eye (Fore rib B009) Brisket (Brisket B001) A 3-rib boneless sirloin with the flank removed 40mm from the tip of the eye muscle. 25mm backstrap is removed and fat level is not to exceed 10mm. 3 per case Whole fillet with chain. External fat and discoloured tissue removed. Fillet head and tail squared off. 6 per case The eye muscle is removed from the fore rib and can be used as a joint or cut into rib eye steaks. Maximum fat thickness 10mm. 6 per case Flat briskets are vacuum packed individually.

6 Chuck (Chuck B002) LMC (LMC B001) Feather (Chuck B010) The chuck roll is a versatile muscle and can be used for a slow cooked roast, steaks or dice. 2 per case A cut from the shoulder with very versatile usage. The feather is a distinctive muscle with lots of flavour. It contains a thick gristle running through the middle of the joint and when cooked slowly the gristle will turn into jelly. Remove this gristle to produce tender Flat Iron steaks. 6 per case

7 Our story A born again company formed in 2012 as a result of a management buyout, we began with an ethos, that simply put, wants to supply products that enable our existing and future customers to respond to both the current and changing needs of their customers. Identifying an extended range of products in the fresh meat, game, bacon and poultry sector, as well as exotics such as Kedu, kangaroo and crocodile was a priority. Market analysis led to the development of our new brand of Jewkes and Dalby, and our new fleet of brand new refrigerated vans in our own fresh innovative livery reflects our aspirations, and indeed, the heritage and history of Smithfield. You will be delighted to have them pull up outside your premises with your delivery from London s leading fresh meat one stop wholesaler. The first and only Wholesaler on Smithfield to hold the valuable status of Red Tractor and Farm Assured approval for carcass beef, Jewkes and Dalby boxed beef, carcass pork sides and cuts; carcass lamb whole and cuts and Jewkes and Dalby dry cure bacon. Another famous brand is our Free Range Blythburgh Pork, again, we were the first to take the plunge to sell free range pork that is sold as sides or cuts. A distinct advantage is that we operate both a night service for collection and also have a telesales service operated by an experienced team staffed with people from a wide range of meat industry backgrounds. Thus there are very few hours in the day when someone is not available. Outside of that, there is of course a 24 hour answer service Proudly, our portfolio incorporates an extensive range that we are confident will fulfil most, if not all, of your requirements in both the commercial and upper sector of the market. We look forward to working with you soon in a customer focussed environment of mutual benefit to all. West Market Building, 42 Central Market, London EC1A 9PS

8 It s all about Consumer Confidence Consumers increasingly want reassurance about the integrity of the beef and lamb they buy. So join the Quality Standard Mark Scheme and benefit. For information relating to membership of the scheme, advice and marketing support available please call the hotline or visit our website at Follow us on Find us on Facebook: QSM Beef and Lamb