Sheriff’s Biltong has now secured a major retail rollout in more than 50 Tesco Superstores and Extra stores across Wales.
The product contains only Protected Geographical Indication (PGI) Welsh beef, red wine vinegar, sea salt, spices, and no additives. All production takes place in a dedicated West Wales facility, supporting local food and farming. It uses only minimal natural ingredients, providing 16 grams of protein per bag, and is also low in fat, as well as being gluten and sugar free.
PGI is an EU scheme that protects the name of a specific regional food product. It signifies that the beef has a special quality, reputation, or other characteristic linked to its geographical origin, with at least one stage of production, processing, or preparation taking place in that defined area. The beef must be produced, raised, and processed in the respective region, and meet quality and traceability standards.
The idea for the product was born when Ken Owens and Ruth Davies, long-time friends, were talking over the garden wall.
Davies, who has over 15 years of experience in the food industry, and gained her knowledge of traditional curing techniques in Italy, wanted to diversify the charcuterie business she ran with her husband, Andrew. Owens, a loyal customer, became heavily involved, not just lending his name to the product but also helping develop the brand from the ground up.
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 added: “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.”
The Biltong range is available in three flavours – Spicy Chilli, Honey & Mustard, and Cracked Black Pepper.