ONLINE BUTCHER EDENMOOR SELECTED AS SUPPLIER FOR ICONIC SIMPSON’S IN THE STRAND

Award-winning online farm shop now supplies one of Britain’s most historic dining rooms

Edenmoor (www.edenmoor.com), the multi-award-winning online farm shop (formerly Pipers Farm), has been selected as the sole supplier of Rib of Beef for the recent re-opening ofSimpson’s in the Strand.

Chosen following a rigorous blind tasting against leading suppliers, Edenmoor’s beef will now be served at one of the UK’s most storied restaurants, known for its heritage roasts and long-standing reputation for quality.

Each week, Edenmoor will supply up to 70 five-bone ribs of its 100% grass-fed fore rib of beef to Simpson’s, ensuring a consistent offering of deeply flavoured, traditionally reared British beef. Richly marbled and dry-aged for optimal tenderness, the cut is prized for its depth of flavour and its ability to deliver a classic, indulgent dining experience.

The partnership reflects Edenmoor’s continued investment in its butchery and maturation processes, with recent upgrades to its Devon facilities enhancing how beef is hung, aged and prepared. Central to this is the brand’s in-house team of skilled butchers, whose traditional approach underpins the consistency and quality required at restaurant level.

For Simpson’s, where roast beef has been central to the menu for over a century, Edenmoor’s beef was chosen for its flavour, texture and provenance, reinforcing the restaurant’s commitment to sourcing the very best British produce.

David Stephens, Executive Chef at Simpson’s in the Strand, said: “Finding the right beef for Simpson’s was a rigorous process. Edenmoor’s stood out immediately for its flavour and consistency, and it delivers exactly what we’re looking for – properly matured beef with depth, richness and real integrity behind it.  The feedback from our diners has been incredibly positive, which is always the true test.”

 

Harry Radford, Managing Director at Edenmoor, said: “To be chosen by Simpson’s in the Strand is a huge milestone for us. As an independent business based in Devon, supplying one of the country’s most iconic dining rooms is something we’re incredibly proud of.

What matters to us is doing things properly, and we work with farmers who rear animals slowly and with care, and then handle every cut with the respect it deserves. For our beef to stand out in a blind tasting like this is a testament to that approach, and to the people behind it.”

Edenmoor brings the finest sustainable food in the UK straight to people’s doors, reconnecting them with food they can trust. Its network of British farms rear the same 100% free-range, grass-fed beef, native-breed pork, slow-reared poultry and lamb that Pipers Farm was known for, using pasture-led systems that support regenerative agriculture through soil health and biodiversity.

Every cut of meat is prepared with meticulous care, including in-house butchery designed to use the whole animal and provide the best taste. Seafood is sustainably sourced and overseen by the experts at Rockfish in Brixham Harbour, while Edenmoor’s growing range of dairy, bakery and pantry staples reflects the same commitment to small, ethical producers.

All products are available from www.edenmoor.com, following its transition from pipersfarm.com earlier this year.

Edenmoor offers the same ranges that Pipers Farm customers know and trust, the same producers and partners, and the same commitment to properly raised, sustainable food, delivered with care. The brilliant customer team will continue to offer its personal service, honest communication, and pack everything with care.