LATEST FROM AHDB BEEF & LAMB
CRAFTBUTCHER APRIL 2017 l This month: Great British Beef Week Celebrating the quality and versatility of British beef G
reat British Beef Week, which kicks off Sunday
23 April, on St George’s Day, is set to further drive consumer demand, and is the perfect time to celebrate the quality and versatility of British beef and capitalise on its popularity.
continuing to rise, with 23 million more midweek and Saturday roasts being consumed in 2016. Great on taste, versatile and quick to cook, there is a big opportunity to maximise sales from new and existing customers by offering beef mini roast cuts, to drive purchases during the week.”
BEEFED UP MARKETING
As part of its commitment to drive sales of beef, AHDB Beef & Lamb is supporting a cross industry campaign that has been designed to capture consumer imagination and meet the growing demand for mini roasts.
Mike Richardson explains further, encouraging butchers to make sure they are ready to capitalise on the campaign:
The week is the brainchild of Ladies in Beef - a formidable network of passionate female beef producers who are on a mission to tell consumers the great story of quality, home- produced beef.
BEEF MINI ROASTS - THE VERSATILE MIDWEEK OPTION
AHDB Beef & Lamb Independent Retail Sector Manager, Mike Richardson explains how and why retailers should be making more of beef during Great British Beef Week.
“There’s no doubt that consumers love the taste of beef. Research also shows that demand for mini roasts is
“Working with high profile social media influencers, to drive awareness of beef mini roasts as the ideal midweek meal solution, the recipe focused campaign shows how quick to cook and nutritious beef mini roasts can be.
“This should get consumers interested but retailers will need to convert that interest into sales. There are point of sale (POS) materials available as well as a range of content that retailers can share with customers, in store and online. The package also includes recipe focused animations to bring the recipes to life and encourage consumers to go out and purchase the ingredients.”
The Quality Standard Mark Scheme for beef and lamb provides one of the highest levels of independently inspected quality assurance for meat in the UK. The standards contain combined guarantees of food
safety, animal welfare, care for the environment and enhanced eating quality. Quality Standard Mark beef and lamb: assured from farm to point of purchase, providing total product integrity.
@qsm_beeflamb QSMBeefandLamb AHDB Beef & Lamb is the organisation for beef and lamb levy payers in England and is a division of the Agriculture & Horticulture Development Board (AHDB).
DON’T FORGET TO MAKE THE MOST OF QSM
At the heart of AHDB Beef & Lamb’s trade marketing activity is the Quality Standards Mark (QSM) Scheme, which plays an important role in helping to differentiate quality product that guarantees assurance, provenance, and unlike some other assurance schemes, enhanced eating quality.
To differentiate your range, make sure you use meat produced to QSM standards and display this prominently.
CLAIM YOUR SOCIAL MEDIA AND POS KIT
For more information and to order your POS and social media kit to support Great British Beef Week visit www.
qsmbeefandlamb.co.uk/POS or call our hotline on 0845 491 8787. Have a look at our video to help get the most
out of your point of sale kit here hp://www.qsmbeefandlamb.
co.uk/library-videos
TOP TIPS
Stocking QSM mini roasts means eating quality is guaranteed. Happy customers are more likely to return.
• Updating your product offer to meet changing consumer demand ensures you can give customers what they want and maintain their interest
• Use the mini roast cuing specification guide to ensure product consistency
• Use the Great British Beef Week POS kit to drive awareness and sales
• Use different seasonings and flavourings to add variety and maximise sales.
www.qsmbeefandlamb.co.uk www.ladiesinbeef.org.uk
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