Our West Country range was launched in 2011 and after a successful trial period, rolled out to selected Waitrose stores within the West Country region, where it is now available over the service counters, offering customers a specialised, regional product choice.
West Country beef is sourced from Devon and South Devon cattle, which have been sired by pedigree bulls and registered with the official breed society.
The product can only be classified as West Country if the cattle have been born, raised and finished within Cornwall, Devon, Somerset, Gloucestershire, Dorset or Wiltshire and fed at least a 70 per cent forage-based diet. This boundary constrained classification of ‘West Country’ obtained Protected Geographical Indication (PGI) status in 2013, meaning that it is now an internationally recognised brand.