Rogers & Son Carmarthenshire beef is handpicked from a number of local farms in the heart of the rolling west Wales countryside, supporting the local economy and keeping food miles to a minimum. Their beef also carries the prestigious PGI status (Protected Geographical Indication). This means that you can be assured that the beef has been born and reared in Wales, benefitting from a fertile landscape that has been blessed with the purest of natural ingredients : clean Atlantic air, spring water, and fresh grass; coupled with traditional farming practices to produce a world class quality beef. In addition, their 21-day dry maturing process enhances the concentration and saturation of the natural flavour of each animal, as well as the tenderisation of the meat texture. If you are looking for a more unique flavour, Rogers & Son also stock Welsh White and Belted Welsh cattle, two variants of the Ancient Cattle of Wales. These rare breeds are reared at Penlan Farm, an ecologically minded Carmarthenshire farm that has won a number of awards for it’s conservation achievements and its regeneration of old pastures into rich biodiversity areas. The cattle at Penlan are allowed to grow and mature slowly and naturally in a herd environment, with the highest possible welfare standards.