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Northumberland farmer Donald MacPherson is a man on a mission - to ensure consumers can enjoy "tender, tasty beef - every time!"

Now he has won funding from Defra's Rural Enterprise Scheme, which is delivered by the Rural Development Service, to help establish his new business "Well Hung and Tender", selling prime Aberdeen Angus beef products direct to consumers via markets and the internet.

Mr MacPherson, his wife Sarah and their three sons (aged four to 17), recently moved from Baldersbury Hill Farm, in Northumberland to run the 66-acre Castlehills Farm, on the outskirts of Berwick where they have a herd of Aberdeen Angus cattle and a flock of Texel sheep. He explained:

"Prior to and during the foot and mouth disease outbreak, all our prime stock were sold on a deadweight basis. But at the end of the crisis we sold off all our Limousin cross cows and restocked with pedigree Aberdeen Angus to supply our new venture 'Well Hung and Tender'.

"It's been a real eye opener for me and I've had to learn quickly about selling into the retail market. And there is a real demand for tender, tasty beef"

As part of his preparations for the new venture Mr MacPherson embarked on an extensive research project, backed by the Nuffield Farming Scholarships Trust with additional support from The Royal Smithfield Club and The Royal Highland and Agricultural Society of Scotland. His research took him to America and Australia in a bid to discover how they are able to produce consistently good eating beef and how UK farmers can adapt to compete.

"The study tour was an incredible experience," said Mr MacPherson. "Following my research I produced a report highlighting the differences between the industries in the three countries.

"Now, with the help of the Rural Enterprise Scheme grant we've been able to develop our internet sales, giving us a much increased customer base all over the UK. It also helped us get started offering catering at events and markets, as well as private functions. And my culinary skills have developed from zero to somewhere around passable."

Neil Clark, a senior adviser for the Rural Development Service in the North East, said:

"More and more farmers are recognising the benefits of producing 'something different' and selling it direct to consumers through farmers' markets, farm shops and other outlets.

"This not only helps meet the demands of an ever increasingly discerning consumer but also allows farmers to gain a better price for their produce and generate greater income for their businesses."

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