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Trefranck Farm – Cornwall, UK

Matt and Pip Smith raise Certified Animal Welfare Approved by A Greener World (AGW), Certified Grassfed by AGW and Certified Non-GMO by AGW sheep and venison at Trefranck Farm in Cornwall.

The farm has been in Pip’s family since 1703 and the couple took over the running of it together from her parents in 2014 with a flock of roughly 1,100 sheep. The Smiths were awarded Sheep Farmer of the Year in 2017 by the Farmers Weekly Awards and Matt, originally from New Zealand, currently holds the Nine Hour Full Wool Ewe World Shearing Record—the first such record held in the Northern Hemisphere. The Smiths launched their brand, West Country Premium Venison, in December 2019 from their successful family farm near Launceston. With three children and a commitment to hard work, the farm incorporates tradition while supporting several new and innovative enterprises to solidify the family’s place in the rigorous working history of the farm.

The farming practices at Trefranck Farm are not only better for the animals, but also for the wider environment. The herd of over 750 deer are fed traditionally on rich pasture, in small, naturally mixed groups in spacious paddocks with the addition of natural nutrients and minerals for slow growth and high health. “Our animals are kept to the highest health status and standards and as close as possible to conditions in their natural habitat,” says Matt Smith. “By farming our venison in a perfect environment, with outstanding husbandry and welfare at all stages of production, we can guarantee a less variable, more consistent eating quality, making it a sound year-round choice for any consumer, chef or kitchen looking to serve the finest quality venison.”

Venison is one of the healthiest meats, since it has more protein than any other red meat and is particularly rich in iron. While the historical tradition of royalty hunting for wild game on large country estates has left a public perception that venison is intrinsically ‘high-end’, the team at West Country Premium Venison is challenging this by offering a premium product for any family wishing to eat a delicious, healthy, low-fat meat rich in iron, protein, essential nutrients, minerals and more.

The Smiths also raise New Zealand Romney sheep and are proud to offer delicious, tender, expertly prepared and healthy premium lamb alongside their venison. Meeting the requirements of the Certified Animal Welfare Approved by AGW, Certified Grassfed by AGW and Certified Non-GMO by AGW programmes was also an important goal for the farm: “In an age of immediacy, our relationship with food suffers. Knowing where your food comes from and how it is produced is now more important than ever. We are thrilled to have fully met A Greener World’s renowned welfare certification criteria and now proudly display the logo at our farm as an indicator of our thoughtful, committed and sustainable practices,” explains Matt Smith.

Certified Animal Welfare Approved, Certified Grassfed, Certified Non-GMO by AGW lamb and venison from West Country Premium Venison is available online, as well as at select shops in Devon and London, not just Cornwall (see details here). Certified products include diced venison, lean venison mince, rack of venison, and a variety of quality cuts including fillets, loin steaks, Osso Bucco, rolled haunch and shoulders, and samplers like the Luxury Venison Taster Box. Contact West Country Premium Venison on 01566 86326 or email Follow West Country Premium Venison on Instagram, Facebook and Twitter. For more information, visit

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