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Pickstock Launches Finest Welsh Country Beef Brand

Pickstock has added another brand to its market-leading range of British beef products.
Finest Welsh Country beef is sourced from select cattle which graze on the hills in the heart of the protected Welsh countryside. It will be launched at the Royal Welsh Show in Builth Wells at the end of July.

Greg Pickstock, said:

“Our business has strong connections to Wales through our Brongain Farm site where we act as a conduit for farmers to get together and share best practice.

“As a result, we’ve built friendships with many Welsh beef farmers, so launching a beef brand using the best Welsh cattle was the obvious thing to do.

“Our Finest Welsh Country beef offers a superior depth of flavour and succulent tenderness thanks to the cattle’s rich grass-fed diet. We’re delighted to be able to launch it at the Royal Welsh Show and look forward to introducing the beef to our customers.”

Finest Welsh Country beef joins Pickstock’s other offerings – Herdsman’s, Origin Prime Select and Angus Gold – all offering the finest quality British beef packed full of flavour that delivers the quality and consistency customers expect.

It will be available in a variety of formats for customers across the UK and Europe covering the foodservice, retail and butchery sectors.

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Business Ethics and Anti-Bribery

At Pickstock, we are committed to conducting business with integrity, fairness and transparency at every level of our operations. We believe in doing things properly. This means not only producing high-quality British beef, but also upholding the highest standards of business ethics.

Pickstock is committed to acting professionally, fairly and with integrity in all our business dealings and relationships, wherever we operate, and to implementing and enforcing effective systems to counter bribery. We remain bound by the laws of the UK, including the Bribery Act 2010, in respect of our conduct both at home and abroad.

We have a zero-tolerance approach to bribery and corruption. All employees, suppliers, and partners are expected to act honestly and responsibly, ensuring that every decision we make is based on merit, fairness and respect for the law.

As part of our commitment, we also support the principles of the Ethical Trading Initiative (ETI) Base Code, which sets globally recognised standards for labour practices. This includes ensuring safe working conditions, fair pay, respect for workers’ rights and equal opportunities for all.

By working to these standards, we aim to build trust with our customers, partners and colleagues, while contributing to a fair and sustainable supply chain.

At Pickstock, doing the right thing isn’t optional. It’s how we do business.

Link to full policy