AN independent, family-run Dartmoor farm specialising in natural, nutritionally superior beef, has announced the official opening of its permanent shop in London.

'Wild Beef', based at Hillhead Farm, Chagford, has launched its shop at the epicentre of the capital's renowned open-air food market, Borough Market.

The niché brand has a reputation for producing nutritionally superior beef with a depth of flavour and colour, courtesy of its natural, holistic approach to farming.

Richard Vines, owner of Wild Beef and a founding member of the Dartmoor Farmers' Association, said: 'We have been located at various short-term sites during our 15-year relationship with Borough Market.

'After the market's regeneration in 2012, we jumped at the opportunity to establish a permanent stall here.

'We are delighted to have officially joined the ranks of artisan brands and quality producers, bringing a taste of the West Country to London. We also celebrate being inextricably linked to the unique rhythms and personality of this London institution.

'There are lots of exciting times ahead for Wild Beef, including the launch of the Wild Beef West Country Farm Shop.'

Wild Beef employs old-fashioned farming methods free from anything artificial, and its hardy native cattle enjoy free rein on wild grass pasture.

The shop at Borough Market has been custom built by Falmouth-based design and build company 20/20. It showcases Wild Beef's premium produce.

Keith Davis, managing director of Borough Market, said: 'Richard and Lizzie at Wild Beef are two of our longest standing traders and their produce lives and breathes the values of Borough Market. We were delighted to be able to offer them a new home in the market, thanks to the re-opening of the historic Three Crown Square.'