When it comes to what we eat, today's customer is a might more discerning than they were 20 years ago.

The arrival of the celebrity chef and programmes like River Cottage have educated the masses on nutrition. From every angle we are reminded you are what you eat. People are more inquisitive about where their food is coming from. They want to be assured that animals have been treated ethically and when possible are of British supply.

Hugh Fearnley Whittingstall's programme on farmed chickens and The Independent's recent shout down on mass farming pushes the meat trade to seek it's bounty on local turf and from local farms of good reputation.

And so Alden's are doing just that. Customers are pleased to find an abundance of British sourced meat produce some of it from right here in Oxfordshire.