When Lord Newborough took over the management of the Rhug Estate in 1998, he was motivated to make substantial changes in response to the food scandals that had shaken the industry and consumer confidence. The decision to transition to organic farming was not made lightly, but it has proven to be a fortuitous choice. The move to organic has allowed Rhug to reduce inputs, improve animal welfare, food safety, and quality, operate more sustainably, and establish a unique position in the market.
Today, over 7,000 acres of the estate’s land are managed organically, with a range of animals being raised, including chickens, breeding ewes, and Aberdeen Angus cattle, as well as turkeys, geese, ducks, venison, bison, and pheasant. The estate employs a workforce of 110 people across various sectors.
Rhug has become an internationally recognized brand, with its products being sold to prestigious accounts worldwide. The estate’s first major customer was Waitrose, which supported Rhug during its transition to organic and remains an important domestic retail account. The estate also sells its products through other UK retail channels and exports a significant portion to fine dining restaurants and premium hotels globally.
Rhug’s success in the international market can be attributed to its initial breakthrough with London-based restaurants that were interested in introducing organic lamb and beef. The estate’s unique heritage and organic certification appealed to chefs, who have since taken Rhug’s organic meat to various ventures overseas, leading to exports to Singapore, Hong Kong, the UEA, Qatar, and Kuwait.
The onsite processing facility, established in 2005, played a significant role in scaling up Rhug’s operations and expanding its product range. The facility allowed for more effective cutting, packing, and dispatching of meat directly to customers. The in-house processing capabilities have also provided flexibility in meeting customer requirements, such as specific cuts and dry aging.
Brexit has posed challenges for Rhug’s exports to the European market, with the introduction of frozen shipping due to bureaucracy and potential delays. However, the estate has overcome some of these obstacles by actively securing new markets in the Arab states and Asia.
Lord Newborough believes that the expansion of the organic sector in the UK would be beneficial for farmers, as sustainability and organic sourcing are becoming increasingly important to customers, particularly larger hotel groups. The UK organic market has shown consistent growth, driven by discerning and environmentally-minded consumers.
Rhug’s processing certification has recently transferred to Organic Farmers & Growers, which provides independent verification of the estate’s organic practices. Lord Newborough sees organic certification as a stamp of confidence for customers and plans to further reduce packaging, improve efficiencies, and focus on renewable energy and carbon emissions benchmarking.
Overall, Lord Newborough’s driving passion is to make a lasting environmental contribution that will benefit future generations.
