Celtic Pride comes to Carmarthen.

With a new name and a new home, Celtic Pride Ltd has moved to Carmarthen.

Formerly known as the Welsh Meat Company, the farmer-owned company has moved from Newcastle Emlyn in a strategic move aimed at strengthening its finks with its key business partners based in the town.

Its new office is at the home of Welsh Feed Producers, Llysonnen Mill at Travellers Rest, and near to the headquarters of leading suppliers to the food service sector, Castell Howell Foods. Castell Howell along with leading feed manufacturer, Wynnstay, are both partners in the award-winning Celtic Pride Premium Beef scheme that supplies premium cuts of quality Welsh beef to the retail and food service sector. All the cattle in the scheme are procured from Celtic Pride farmer-members, and are fed a specially-formulated feed from Wynnstay. Castell Howell distributes the branded beef to top quality hotels and restaurants such as the Celtic Manor Resort in Newport and Morgans in Swansea.

A link-up with meat wholesalers Towers Thompson delivers Celtic Pride Premium Beef into butcher's shops across the UK.

Celtic Pride Ltd also produce a range of branded added-value products such as sausages and burgers.

"Partnerships are key to our success and being close to our Premium Beef scheme partners in Carmarthen makes perfect sense," explains Celtic Pride's General Manager, Nicola Raymond Evans.

"Castell Howell's innovation and influence in the growing food service sector is key to our expansion plans. They are developing links with the Welsh public sector, allowing us to deliver our products into local schools and hospitals.

"There are also incorporating our products into developing an exciting new range of ready meals."

Says Castell Howell's Tim Rowe, "Quality and price are vital to all who are involved in the foodservice industry, but most important is value for money.

"The demand by our customers for locally sourced, traceable, premium Welsh beef is greater than ever and our successful Celtic Pride food chain initiative delivers these requirements".

There are currently 700 Celtic Pride farmer-members across Wales, who benefit from a price premium for their cattle. They also have the reassurance of automatic insurance cover which guarantees payment for stock should any problems arise further down the food chain.

"We involve our members throughout the whole supply chain and all our activity directly benefits them. Our aim is to be the first choice for producers, processors and consumers of Welsh meat," says Mrs Raymond Evans.

New company address: Celtic Pride Limited, Llysonnen Mill, Travellers Rest, Carmarthen, SA31 3SG.

Contact Celtic Pride on tel: [phone] or visit www.welshmeat.net