WEST COUNTRY beef is best ? that?s the verdict of Supermarket chain Somerfield which is celebrating an £8-million deal to sell top quality beef from farmers in the South West.

West Devon and Torridge MP John Burnett launched the West Country Beef produce at the Okehampton branch of Somerfield on Friday, saying it was ?really good news for agriculture?.

The deal will guarantee a local market for farmers supplying locally produced beef to 130 stores across the region and is part of a programme to promote local food and local agriculture.

The meat is slaughtered and processed in the region and all farmers involved have a direct relationship with the buyer.

Mr Burnett said he was delighted to launch this new brand: ?It?s a cause for optimism for farmers who have had such a difficult time over the last ten years.

?West Country beef is a fantastic campaign to support, because it is the best beef.?

From now on, stores in the South West will only stock West Country beef unless supplies are insufficient to deal with a special promotion and then some Irish beef may be sold.

Manager of Somerfield in Okehampton Darren Bishop said customers had been requesting British beef for a long time, but in the past it had only been stocked as part of a wider range.

Farmers? leaders were frustrated by a labelling system which deemed meat as British because it was packaged in this country yet produced abroad.

Somerfield is also introducing a new ?Local Life? labelling system, which will indicate local and regional foods in store.

?With the new range we will not only keep the customers satisfied but also help get local farmers back on their feet after foot and mouth,? said Mr Bishop.

Group secretary of Okehampton and Hatherleigh NFU Simon

Whattler said anything that helped promote local produce was a good move.

In excess of 1600 farmers throughout the South West will be involved in the scheme.

Shopper Denise Herrod-Taylor from Hatherleigh said it was great news that Somerfield was now stocking local beef and Sharon Heywood said it made no sense to stock imported meat when West Country beef was the ?most ?beautiful beef in the world?.

?As long as the price is right I will go for local produce every time,? she said. ?I am very patriotic and would like to see the same thing applied to apples.?

Lisa Fortune, one of the customers who sampled some of the new range being grilled outside the store, said: ?It?s the best steak I have ever tasted.?