Sushila Moles from The New Meat Project
The New Meat Project is a new online butchery launched by Cabrito Goat Meat co-founder and ex-River Cottage events director, Sushila Moles.
From field to fork, ordering fresh meat online from independent farmers reared in the traditional way, has never been simpler. The New Meat Project is an online butchery service delivering native breed, free-range and grass-fed meat from small farms in the Malvern Hills which have been slow-grown to the highest welfare standard. Delivery is convenient and environmentally conscious from farm to doorstep and is fairly priced for both the customer and the farmer.
Founder Sushilia Moles says, “Our mission is to encourage people to change the way they buy meat, to no longer accept the disappointing industrialised food from supermarkets and instead make the choice to support small-scale, family-run farms. Buying meat online, which is farmed using traditional and high welfare, sustainable practices is often too expensive, which is why we focus on offering a fair price to our customers and the farmers we work with, without ever compromising on the provenance of the meat or our environmental policy. I believe good food should be for everyone and we promise the best quality meat at fair prices for both the customer and farmer, which is better for the health of your family and the health of the planet.”
The New Meat Project only works with small farms in the Malvern Hills which are within 75 miles of each other, and with farmers who rear their native breed animals outdoors and to the highest possible welfare standards. The stretch of land between the Wye Valley and the Cotswolds, taking in the River Severn and the Malvern Hills, provides some of the best farmland in the UK, rich in space and fertile soil and grass. All animals travel no more than an hour from the farm to a local, small and family-run slaughter house.
Pigs
The New Meat Project pigs are traditional native breeds including Hampshire, Large Black and a few Welsh sows that lead a properly free-range life on the farm. The sows and boars all live together, mainly living in wooded and scrub areas where their favourite natural behaviour is to root and forage, which in turn gives life to new grasses and wildflowers the following year. They have a happy life and slowly reach maturity for a superior, deep flavour with excellent texture and covering of fat.
Cows
The New Meat Project heritage breed beef is 100% grass-fed. The calves are born in the field and live outside with their mothers, all year round, only coming in if the weather is so wet that they can't find enough grazing. The Hereford and Aberdeen Angus are two of the best native breeds in Britain, both with rich, beefy flavour, good marbling and layer of fat. All beef is dry-aged for a minimum of 28 days to develop an extra layer of flavour.
Lamb
The New Meat Project lamb comes from one farmer who grazes his sheep on pasture at the foot of the Malvern Hills. It has won best in show at the Three Counties Show many times over the years. The lamb is 100% grass-fed and hormone and antibiotic-free and the animals spend their entire lives outside. The meat is hung for 10 days to develop flavour and texture.
Chickens
The New Meat Project chickens are fully free-range and slowly grown to the high standards of the Soil Association. The birds are free to roam from dawn to dusk, scratching, pecking and spreading their wings, while at night they come inside to bed in their sheds. With over 50 years of farming experience, the high-welfare calm lifestyle of these chickens is evident in the taste of the meat.
Founder
The New Meat Project is founded by Sushila Moles. Having gained a Masters in Food Anthropology and worked in food related businesses all of her life, Sushila has first-hand experience that farming is a force for good in society. Her working life has taken her from Michelin-starred restaurant, Rhodes 24 as head waiter to La Fromagerie in Marylebone, where she could indulge her love of cheese and to River Cottage, where she played a lead role in promoting one of the country’s best known sustainable and ethics driven businesses. Sushila is also co-owner of Cabrito, the multi award-winning goat meat business, run by her partner James Whetlor, that has been at the forefront of changing the UK goat dairy practice of euthanizing unwanted male kids and rearing them for meat instead. These experiences combined have convinced her of the importance of high welfare, low impact meat in our food system, both for our own health, the health of our communities and for the health of the planet.
For more information about The New Meat Project or founder Sushila Moles, please contact Hannah Blake at The Dining Room on 07730 039361 or hannah@thediningroompr.co.uk