We were the first brand ever set up specifically to address the problem customers had of identifying a source of meat that they could genuinely trust We deal with the livestock and food production concerns that the public do know about AND the ones they don't know about We take samples from carcasses headed to a particular shop and then send in a secret shopper to purchase samples to send to the lab to check that they match Once the supermarkets and those involved in conventional and intensive (factory farming) systems realised that we were not going to go away, they had to decide how to react When we started out in 1986, it was quite difficult to get any meat or poultry with any provenance of welfare or purity