The former British & Irish Lion says he is “hugely proud” to see a product he has given his name to hitting supermarket shelves

Former Wales captain Ken Owens has landed a major contract with Tesco after helping to develop a new product hitting supermarket shelves.

The Scarlets legend has co-founded Sheriff’s Biltong with West Wales food producer and neighbour Ruth Davies and helped develop the product from the ground up. Of course, the product also borrows his iconic nickname from his playing days, with the former Wales and British & Irish Lions prop dubbed ‘The Sheriff’ due to his grandfather once being the mayor of Carmarthen.

Made exclusively with PGI Welsh beef and produced in a dedicated state-of-the-art facility in west Wales, Sheriff’s Biltong uses only minimal natural ingredients and provides 16 grams of protein per bag with no additives.

Now, the brand has secured a major rollout in 50 Tesco Superstores and Extra stores across Wales, with the product hitting the shelves in time for Christmas.

The idea for Sheriff’s Biltong was born after Owens – who won 91 caps for Wales – got chatting to his long-time friend Davies over the garden wall, as she explained how she wanted to diversify the charcuterie business she ran with her husband Andrew.

A long-time customer, the 38-year-old former rugby star became heavily involved in the project and admitted he was “hugely proud” to see the product go on sale in supermarkets across Wales.

“Sheriff’s Biltong is about celebrating the very best of Wales – from our world-class beef to the incredible food talent we have here,” he said.

“To see something that we created in West Wales now reaching Tesco shelves across the country makes me hugely proud. It’s a proper Welsh product, made the right way.”

Davies added: “We’ve always believed that Welsh beef deserves to be showcased in products that match its quality.

“Sheriff’s Biltong is simple and proudly Welsh – and this Tesco listing is a big step in helping us share that with people across the nation.”

Owens retired from rugby last year after failing to recover from a back injury, but has kept himself busy with many irons in the fire alongside his biltong business.

As well as working as a pundit for the BBC and S4C, he has also joined the board of Welsh netball team Cardiff Dragons as a non-executive director and worked with European rugby’s governing body EPCR to hear disciplinary cases as part of an independent panel.

Confirming his retirement in April last year, Owens said in a statement: “Reluctantly, I am announcing my retirement from rugby. Not playing has been challenging but the time is right to follow medical advice and hang up my boots.

“Had I written the script there would have been one more game for Wales, for the Scarlets and ultimately Carmarthen Athletic. A chance to sign off and thank everyone involved. It was not to be. It might not be the dream ending but my career has been more than I could have dreamt of.

“Whilst part of me wishes I could have done more, I am well aware that if you had told me as a kid I would be fortunate enough to experience what I have, to have worked with and played with the people I have and taken the pleasure I have from this amazing game, I wouldn’t have believed you.”

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