Butchers Blog - David Gigli, NCB North West Executive Council Officer


The Platinum Jubilee


Well, I think it’s fair to say that the nation has done her Majesty proud for her Platinum Jubilee celebrations. Whether you were in London or a seaside town “up north” like myself, the country certainly partied.


I decided to take advantage of the prospect of being busy and stayed open throughout the bank holiday, constantly checking the weather forecast the week before and leading up to the Jubilee. Except for the Friday, which rained all day the rest of the week was brilliant sunshine. The best two days for trade, with the biggest increase from usual turnover, were Wednesday and Thursday.


Of course the big sellers were barbecue products. The steak trade was good, but not as good as I would have expected. As customers were catering for larger numbers, sausage and burger sales were the order of the day.


We introduced three new sausage flavours to our range, taking advantage of the increased footfall to launch the products. One of them was Merguez Sausages, a flavoursome sausage made from lamb. I used the Lucas Merguez Sausage Seasoning and they really stood out from the other sausages in the counter with their deep burgundy colour.


On the Saturday it was the St Annes annual carnival, which starts off in the square with decorated floats, brass bands and of course, the carnival Queen. Then the procession winds through the crowd lined streets before heading back to Ashton gardens. I noticed everyone seemed extra happy, waving and cheering. I think it was a tide of emotion with it being the first carnival in two years, the Queens Platinum Jubilee, and the fact the sun was shining.


When is okay to let your money go up in smoke? In last summer’s Craft Butcher Magazine, I asked the question “are you catering for the new barbecuers on the block?” where I spoke about Packer Briskets, Boston Butts, and Kamado’s etc.


Taking it another step further I now generate additional sales by selling everything the customer will need to barbecue the product they have bought. I started selling charcoal lumpwood, briquettes, fire lighters, and


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different types of logs, such as oak and apple. We also have logs made from 35 year old whiskey barrels, and different sizes to cater for those with Pizza ovens.


My thought process is that if it doesn’t sell I can use it myself (I do a lot of outdoor cooking), and you don’t have to feed it. By that I mean, it costs nothing to keep it. My son thought I had lost the plot when I ordered a pallet in January, but 5 months later I took delivery of another two pallets.


Like meat there are varying qualities when it comes to charcoal. I decided to stock Oxford Charcoal. It’s good quality and British, which is important if you are marketing British meat. To sell locally reared meat and then charcoal imported from Namibia (for example) seems counterproductive.


With Oxford Charcoal there are no nasty chemicals, it’s guaranteed to originate from 100% British trees, and is from sustainable woodlands, which is a big selling point. Its not the cheapest product but compliments the quality of meat I sell and my business ethos.


I also sell digital thermometers, Bear Claws for pulling pork, and syringes for injecting the meat.


As well as this I stock an extensive range of ‘Angus and Oink’ barbecue sauces and rubs , which has become one of the leading brands, and is recognisable to customers.


Selling these products will not make a major difference to my annual profits, but it’s about engaging with the customer and showcasing your knowledge. This is where as independent Butchers we win over the supermarkets.


Getting out from behind your counter St Annes has an Annual International Food Festival, where there is a central marquee surrounded by independent street food vendors selling foods from around the world. In its fifth year, it is growing year upon year and becoming one of the town’s main events.


In the marquee are local restaurants doing cooking demonstrations and giving out samples for the audience to taste.


I volunteered my services to present a demonstration.


I was given a forty-minute slot and decided (as it was the week before Easter) to break down a lamb, talking about the different cuts and how to cook them, in-between banging the drum for independent butchers, but also the bakers, fishmongers etc. I also spoke about my buying process, where the meat comes from, and where it is slaughtered.


I mentioned that as an independent I understand the convenience of picking up a pack of meat from the supermarket chiller, and I questioned whether if I were David Gigli (the plumber) would I do the same? The public know they are getting a far more superior product from us butchers, that’s why we have once a year customers at Christmas. So, my message at the food festival was even though I would like to see them as customers every week, if that’s not possible, at least use an independent for all your special occasions throughout the year.


I got excellent feedback in the shop and look forward to being invited next year.


Doing the demonstration was simply about getting my business out there. If the mountain will not come to Muhammad, then Muhammad must go the mountain.


Credit: Adam Gee


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