National campaign aims to put red meat firmly back on the menu

Posted on: Jun 22 2011


Two Yorkshire enterprises have launched a national campaign to bring the buzz back into eating red meat. Quest for Best: The Meat Crusade aims to change buying habits and get consumers to think differently about the meat they buy and where they buy it.

The campaign, which launches this week, is driven by Leeds family farming, butchery and meat wholesale business, John Penny & Sons, and celebrity chef, Jonathon Davies.

John Penny & Sons has been supplying top-quality beef, lamb and pork to butchers’ shops all over the country for the last 50 years. Jonathon Davies, winner of last years’ ITV competition ‘Britain’s Best Dish’, is an influential chef and champion of quality butchers’ meat. Together, they believe it’s a very exciting time for the quality meat industry in Britain.

Quest for Best: The Meat Crusade will demystify the processes behind the farming, butchery and meat wholesale industry.

With zero miles from farm to factory, John Penny & Sons employ an ‘open door’ policy, welcoming people who wish to tour their site and see the processes in operation. Safe in the knowledge that their ways of working are extremely humane, they believe that creating greater public awareness and offering a better understanding of what’s involved can only benefit the ethical meat industry as a whole.

With his infectious enthusiasm for cooking, Jonathon has created a brand new range of recipes using a variety of different cuts of meat, designed to produce cost-effective dishes of restaurant quality. Jonathon’s style is a modern, fresh approach to Pan-Asian cuisine, introducing an innovative way of cooking and using locally sourced, widely available ingredients.

John Penny says, “In a society that’s getting savvier by the day about the food we eat, for many of us a trip to do the weekly shop can turn into an ethical battle between heart, mind, cost and convenience. We believe that making one small adjustment to your shopping habits can win the battle, while giving your taste buds a boost into the bargain.”

Jonathon Davies adds, “We want to bring quality meat to the forefront of mealtimes and encourage people back into their local butcher’s shop. We’re saying ‘try it’ – in a lot of cases this switch will save people money and we’re confident the difference in quality and taste will be enough to keep people going back for more.”

You can find out more about Quest for Best: The Meat Crusade through its dedicated Facebook page or by following @johnpennyltd on Twitter.

For more information about John Penny and Sons visit or to find out more about Jonathon Davies, go to





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