Welsh rugby legend Ken Owens’ Sheriff’s Biltong gets Tesco rollout across Wales
Welsh rugby legend Ken Owens’ Sheriff’s Biltong gets Tesco rollout across Wales
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Sheriff’s Biltong, the Welsh food brand co-founded by former Wales and British & Irish Lions rugby legend Ken Owens, has secured a major retail listing in 50 Tesco Superstores and Extra stores across Wales.
The deal marks a significant step for the West Wales-based business, which is also co-founded by food producer Ruth Davies, and brings the brand into one of the UK’s largest supermarket chains.
Sheriff’s Biltong is made exclusively using PGI Welsh beef and is produced in a dedicated, state-of-the-art facility in West Wales.
Davies, who has more than 15 years’ experience in the food industry, learned traditional curing techniques while working in Italy and had been looking to diversify the charcuterie business she runs with her husband, Andrew.
Owens, a loyal customer, became increasingly involved as the concept developed, playing a hands-on role in shaping the product rather than simply lending his name to the brand.
Owens said: “Sheriff’s Biltong is about celebrating the very best of Wales – from our world-class beef to the incredible food talent we have here.
“To see something that we created in West Wales now reaching Tesco shelves across the country makes me hugely proud. It’s a proper Welsh product, made the right way.”
Davies said: “We’ve always believed that Welsh beef deserves to be showcased in products that match its quality. Sheriff’s Biltong is simple and proudly Welsh – and this Tesco listing is a big step in helping us share that with people across the nation.”
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