This is some of the background to the development of new business at Fferm Tyllwyd in 2003.

When exploring different methods to create an additional income for the farm, the idea of selling meats directly to the customer appealed to our family.

We were confident that we could expand the farm's business by selling our Organic Welsh Black Beef to the public. Therefore here we are at the start of 2003, preparing leaflets and distributing them to our friends and contacts as we launch the business which is now successful with frequent requests for our produce. We had decided on the contents of the box and have customised it to the needs of our customers. We are proud to say that a number of our first customers are currently at their fourth box which reassures us that the produce appeals to the public.

We have also had much success in two competitions which have promoted our produce. In June in London's La Chaumiere Restaurant, twelve of the city's greatest chefs concluded that our fillet of Organic Welsh Black Beef would win the first prize for standard, appearance, colour, tenderness and flavour. This was in competition with all other beef meals of this country and the continent. We had our second success in October 2003 by winning the bronze prize in the True Taste Wales competition in the 'newcomer' category where we were awarded at the Celtic Manor in Newport, Gwent.

For the future; the first step at the start of 2004 is to create a website with the farm's history and therefore will hopefully attract more custom.

John James

Taken from True Taste 2003-4 Proforma

Fferm Tyllwyd Organic Welsh Black Beef

Fferm Tyllwyd near Carmarthen produces some of the best beef in Europe according to top London chefs. The farm provided the beef for their most recent cooking competition, which saw Welsh Black triumph as the best European beef breed.

How customers can't get enough of their boxes of organic Welsh Black Beef, and farmer John James is looking to increase the size of his herd to keep up with demand.

"A quality meat with no chemicals produced in the natural way" is how he sums up his award-winning Beef. "Repeat orders are the best recommendation. The taste is absolutely brilliant. The meat is tender, with good colouring and marbling." said John.

His range includes Sirloin Steak, Rump Steak, Fillet Steak, Topside Joint, Silverside Joint, Diced Beef and Minced Beef.

The boxes are made up of various cuts as well as diced and minced beef. Fillets and ribs are available separately. Delivery is undertaken by the family and is free anywhere between Aberystwyth and Cardiff, but customers from as far away as London and the South West are showing interest.

Word of mouth is the best advertising, said John, who hopes to sell over the internet in the future.

Beef's a cut above the rest

A Carmarthenshire farm has scooped a major food award for its top class beef.

Fferm Tyllwyd at Felingwm Uchaf was awarded bronze in the newcomer category of the True Taste / Gwir Flas Wales Food and Drink Awards.

The ceremony was held at the Celtic Manor Hotel in Newport.

Customers of Fferm Tyllwyd can't get enough of their boxes of organic Welsh Black Beef and farmer John James is looking to increase the size of his herd to keep up with demand.

Mr. James sums up his award-winning beef as "a quality meat with no chemicals produced in the natural way."

The family farm produces a range of meats including sirloin steak, rump steak, diced steak and minced beef.

Meats are delivered across West Wales and interest had even been stirred up as far a field as London.

Mr. James now hopes to sell his products over the internet in the future.

Welsh Black Top Steak (As If You Needed Telling)

Welsh Black beef has come top in a special tasting of fillet steak by 12 top London chefs.

The tasting, at La Chaumiere restaurant in London back in March, involved eight breeds of beef: The Chalosse (French), Salers (French), Limousin (French), Charolais (French), Simmenthal (Dutch), Aberdeen Angus (Scottish), Welsh Black (Welsh) and an unknown Irish breed.

The whole fillets were prepared and cooked on a charcoal grill by the Head Chef at La Chaumiere, Franck Lebiez, and were judged on texture, colour, tenderness and flavour.

Welsh Black Beef was the outright winner and the two runners up were the Salers and Aberdeen Angus cross.

The organisers of the tasting were Fine France UK, a private sector French company which supplies the food industry across the UK.

"This was a fantastic result for Wales, Welsh produce and the Welsh Black Beef Society," said Bill Goldsworthy, Chair of Wales' Agri-Food Partnership.

"We in Wales know the quality of our produce but it is great that influential chefs are now realising the potential of Welsh ingredients. I know that because of this tremendous success the chefs are now very keen to source more Welsh Black beef and more Welsh produce generally."

The Welsh Black beef was provided for the competition by Mike Caplan-Hill of Business in Focus, who works closely with the Welsh Development Agency in promoting Welsh food and drink.

He said it had been reared by John James of Felingwm Uchaf, Carmarthen, who is a member of the Welsh Black Cattle Society Organic Club. The beast was slaughtered and hung by the award-winning Welsh Hook Meat Centre.

County Council Chair Fioled Jones

"It's great to see products from Carmarthenshire are the best on offer.
"It puts the County on the map as well as giving a boost to the confidence of other local producers."