Yeo Valley Ventures Beyond Dairy with New Organic Beef Line
Established in 1994, Yeo Valley, renowned for its dairy products like yoghurts, milk, cheese, and butter, first expanded into non-dairy products with organic soups and dips in 2022. This month, the company is set to debut its 100% British, free-range, organic grass-fed beef burgers in 362 Tesco stores and online across the nation.
The introduction of these burgers aligns with an increasing consumer demand for health-conscious and ‘simple’ ingredient products, emphasizing improved animal welfare and authenticity in the food and drink sector. This was highlighted during a recent Future of Meat webinar by Food Manufacture, which spotlighted welfare and quality as key consumer priorities. Despite challenges in the red meat category, firms focusing on these demands are likely to succeed.
From its base in Somerset, Yeo Valley spans 2,000 acres, managing two organic farms with a herd of British Friesian cows, a breed valued for both dairy and beef. The company, owned by the Mead family since 1961, also cultivates oats, barley, peas, beans, and lambs through its organic farming system.
Jonny McIver, senior brand manager at Yeo Valley, describes the new product line as an "exciting new chapter for Yeo Valley and organic farming," emphasizing the brand’s commitment to regenerative organic practices. He states, "After 30 years of being an organic brand, we're excited to branch out beyond dairy in a way that supports the whole regenerative organic farming system. Animals play a key role in soil health and the health of the ecosystem, so by offering free-range, organic beef, we're championing a more ethical and more sustainable farming system."
The launch coincides with Yeo Valley’s recent acquisition of premium yoghurt brand, The Collective, marking a significant step in its growth strategy. Mark Field of Prof Consulting Group regards this move as promising for the brand, stating, "Yeo Valley's latest launch of Organic Burgers into mainstream retail looks an exciting move and a logical step for one of the UK most recognisable organic brands. As the growth in premium food continues, expanding the brand’s reach into the meat aisle should resonate well."
Field also notes Yeo Valley’s commitment to innovation and hints at potential future expansions, indicating that the company’s trajectory in 2025 will be keenly watched by industry analysts.
