Supermarket giant Tesco to stock Westcountry veal meat
Westcountry veal will be stocked nationwide by Tesco after consulting with farmer and TV presenter Jimmy Doherty on the best way to introduce the meat to its shelves.
Rose veal from the high-welfare Brookfield Farm brand will be from calves born and reared in the region.
Brookfield Farm prides itself on products with "honest" Westcountry provenance with livestock that is born and reared in Dorset, Somerset, Devon or Cornwall.
Mr Doherty said: "When I first started this project, I was shocked by the needless waste of young calves in the dairy industry, so it's good to see the country's biggest supermarket doing something about it.
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"There is still more to do but this is the first step in introducing a new generation of people to British veal."
Brookfield Farm, which is supplying veal mainly from Dorset for the range, received the 2011 Compassion in World Farming Good Calf Award.
Demand for British veal has been so low for decades that many dairy farmers have had to slaughter their male calves shortly after birth.
The retailer hopes the new products will help prevent the waste of male calves across the British dairy industry. The Rose veal range is produced on British farms according to Tesco's welfare standards that are independently audited.