Richard Fletcher was born and brought up in Cumbria and is the director of Caterlite.
He says he is proud that he can label his meet as Cumbrian:
“We are committed to buying as much as is possible that has been produced in Cumbria.
"We are local and we are proud to put a local stamp on our meat and other produce. The exhibition at Rheged is a flagship for the quality of the company.”
The Cumbrian company, who employ almost 80 people at their headquarters in Embleton, will display 12,000 of the Frae Owwer Yonder stickers on its packs of meat and have applied to adopt the British Red Tractor label.
Caterlite had already developed the new 'Frae Owwer Yonder' branding before the latest scandal involving the discovery of horse meat in many high street meat products.
The director of the company, who was born and brought up in Cumbria, feels that it is now more important than ever to know where your meat is coming from:
– Richard Fletcher, Director, Caterlite
"Our 'Frae Owwer Yonder' campaign was already well developed when the horsemeat scandal broke but it has highlighted the importance of providing reliable, locally-sourced produce, so our customers know for sure what they are buying - and their customers know exactly what they are eating.
“We have done a lot of work on our Lakeland Prime Cuts butchery department in the last 12 months and all of our beef, lamb and pork is now locally reared.
"We are committed to buying as much as is possible that has been reared in Cumbria.
“We really focus on the quality of our stock."
A food and drinks company from Cumbria has launched a new campaign to highlight the importance of buying locally sourced meat.
The 'Frae Owwer Yonder' branding is being launched by Caterlite who are based in Embleton.
The slogan, meaning 'From just over there', is aimed at encouraging people to take more notice of where their meat is coming from.
The company, who supply pubs, restaurants and hotels across the county, are unveiling the new branding at a food and drinks exhibition at Rheged near Penrith.