Our Story so far...
At Oriel Jones, our story begins long before our shop doors first opened. It is a story rooted in the rolling hills of West Wales, shaped by generations of farmers and butchers who believed that great meat starts with great farming.
The Oriel Jones name has been synonymous with Welsh farming and butchery for almost a century. Oriel Jones himself, a pioneering livestock farmer, butcher and entrepreneur whose passion for exceptional Welsh produce helped establish one of the most respected names in the industry. Starting with a small meat round and local livestock trading in the 1950s, Oriel and his son, Barrie, built a business founded on integrity, craftsmanship and an unwavering commitment to quality. Over the decades, the reputation grew as they supplied the finest Welsh lamb and beef throughout the UK and beyond, while remaining deeply connected to the farming communities that shaped them.
Today, that legacy is proudly carried forward by his Oriel's grandson, Shaun Jones.
A fourth-generation farmer and butcher, Shaun returned to the family farm after a career in teaching, driven by a desire to continue the family tradition while building a modern food business fit for the future. Combining generations of farming knowledge with fresh thinking, he established 'Oriel Jones Farmer & Butcher' with a simple mission: to reconnect people with their food and create complete transparency from field to fork.
Our approach is different because we farm first and butcher second.
The livestock we produce comes from our family farm and trusted partner farms across West Wales, where animal welfare, biodiversity and environmental stewardship are at the heart of every decision. We believe that healthy soils create healthy grass, healthy grass creates healthy animals, and healthy animals produce exceptional meat. This philosophy has led us to embrace regenerative farming practices that work with nature rather than against it.
By focusing on pasture-based systems, reducing artificial inputs, improving soil health and encouraging biodiversity, we are helping to restore the land for future generations while producing meat with outstanding flavour and provenance. Our animals are predominantly grass-fed and raised in a way that respects their natural behaviour, creating a farming system that is ethical, sustainable and fully traceable.
Alongside our farming heritage sits a rich butchery tradition.
For generations, our family has honed the skills of selecting, preparing and ageing meat to the highest standards. We believe butchery is a craft that deserves to be preserved — one that values the whole animal, minimises waste and celebrates every cut. From expertly matured Welsh beef to award-winning Welsh lamb, every product reflects the care taken throughout the entire journey from pasture to plate.
This respect for craft, provenance and quality has earned Oriel Jones a reputation among chefs, food lovers and families who want to know where their food comes from and how it has been produced. It is a reputation built not on marketing, but on generations of hard work, trust and consistency.
The future...
Looking ahead, our ambition is clear.
We believe regenerative farming represents the future of food production. Consumers are increasingly seeking meat that is not only delicious but also supports animal welfare, environmental recovery and rural communities. We want to prove that farming can regenerate landscapes, strengthen local economies and produce food of exceptional quality at the same time.
Our goal is to take this model beyond Wales and help lead a national movement for better meat. By championing regenerative agriculture, supporting British farmers and sharing our field-to-fork philosophy with customers across the country, we hope to inspire a more sustainable food system for future generations.
Because for us, this has never been just about selling meat.
It is about preserving a family legacy, restoring our landscapes and producing food the right way; with care, responsibility and pride.
