The farmers want Dales lamb to be a well-known brand name

Based in Wensleydale, the Dales Quality Meat Company aims to secure a future for livestock farmers in the face of falling prices and cheap imports.

The original idea to create a distinct Dales brand came out of a meeting between farmers and the Hawes Farmers' Auction Mart.

A feasibility study found there was a market for meat from a clearly definable area produced to high welfare standards.

Welfare standards

Liz Hird of the Dales Quality Meat Company said: "Our aim is to develop a brand for the region that is as recognisable as Welsh Lamb or Scotch beef.

"We expect our farmers to meet our quality standards but they are achievable.

"Most livestock farmers in the Dales are already farming to extremely high standards of animal welfare and are following environmentally friendly practices."

The new company will be officially launched at the Dales Festival of Food and Drink which starts in Leyburn on Saturday 3 May.