MORRISONS has increased the premium paid to farmers for Beef Shorthorn cattle by 10p per kilogram – to 30p/kg – to encourage even more to rear the breed.

The retailer launched its Traditional Beef Scheme in September 2011 and it has helped contribute to an overall increase in registration of Beef Shorthorn calves, up 26 per cent in the past 12 months.

Now Morrisons is backing the programme further by increasing the premium British farmers receive by a further £30 to £40 per animal.

Andrew Loftus, Morrisons agriculture manager, said: “The Beef Shorthorn is now numerically Britain’s fastest growing native breed and accounts for between 30 and 50 per cent of our traditional breeds range.

“Offering a payment premium for the Beef Shorthorn has undoubtedly encouraged farmers to invest in this breed and reflects Morrisons’ longstanding commitment to the breed.”

The scheme, which has grown significantly since its launch sees traditional cattle processed at the three Morrisons abattoirs in Turriff, Spalding and Colne.

It is open to all native bred beef cattle, offering a 10p/kg premium for all native bred cattle and 30p/kg premium for all Beef Shorthorn.

Frank Milnes, Beef Shorthorn Society secretary, said they were delighted about the Traditional Beef Scheme’s success and Morrisons’ subsequent further commitment to Beef Shorthorn.

He said: “The initiative, which has helped to increase the value of Beef Shorthorn bred steers, has brought a very welcome boost for the breed reflected in calf registrations up 26 per cent on the year.”

The price increase coincided with the launch of the Beef Shorthorn bull Rothesay Eildon in Cogent’s latest Signature Beef Range.

The bull was bred at The Morrisons Farm at Dumfries House in Ayrshire, the product of significant investment byWm Morrison Supermarkets in the native breeds that it considers to be a key part of a sustainable British beef suckler industry.

He is said to offer commercial suckler producers a high ranking bull with the versatility to produce replacement heifers and fast-growing steers for finishing.

His estimated breeding values show the best of the breed’s renowned maternal characteristics and combine this with growth and conformation figures that place him in the top one per cent of the breed.

Rothesay Eildon is available from Cogent as conventional and sexed semen as part of its partnership with Morrisons.