LATEST FROM AHDB BEEF & LAMB
This Year’s Hot Tips for Summer Eating CRAFTBUTCHER l JUNE 2017 19
T
he UK barbecue market is now worth more than £7 billion, up
from £150 million in 1997.
To raise the profile of barbequed steaks with consumers this summer, AHDB working with Red Tractor, will be running a campaign called #RaiseTheSteaks to increase demand for beef and lamb leg steaks on barbeques across Britain.
Mike Richardson, AHDB Beef & Lamb independent retail sector manager, said: “Here in the UK we are barbecuing more than ever. The average number of barbecues hosted by families each year has more than trebled over the last 10 years. In fact, the UK is now Europe’s leading barbecue nation. Barbecuing is now seen as a form of cooking in its own right, as well as an enjoyable social occasion. The rising popularity presents a huge opportunity for butchers this summer.”
The Steak Bar range includes a number of quality, added value alternative steaks, such as the flat iron and the thin cut centre cut, as well as traditional steak cuts such as the sirloin, rib eye and seam butchered rump.
The range was developed by AHDB Beef and Lamb trade development team to provide butchers with a great selection of contemporary and affordable cuts, which will appeal to today’s consumers.
Developed using seam butchery techniques, these steaks also offer beer eating consistency, resulting in less plate waste.
The range is supported by a host of merchandising materials for butchers to help drive sales.
New materials will be available to butchers who have registered with us this summer. Further kits and materials will be available to order from our website for a small delivery charge at
qsmbeefandlamb.co.uk/POS. A number of short recipe videos will also be available for you to download and play in the shop.
Given the importance of whole carcase utilisation we have also developed the gourmet burger range to add value to the mince and burger market. Research has shown that mincing trim from the rump, chuck or brisket can significantly improve margin potential, as well as creating different taste and texture profiles, which many consumers prefer. Lamb and
veal mince burgers also provide an extension to your burger range and offer additional sales opportunities.
Don’t forget lamb
One of the main barriers to lamb purchase is the perceived lack of versatility. Lamb leg topside can be removed and cut into steaks to produce ‘premium lamb leg steaks’ (code Leg L016). The lamb shoulder can be cut into lamb rosees (code Forequarter L014) and rustic lamb chunkies (code Forequarter L013).
Customers are now wanting to see a range of different flavour profiles with their meat – sweet chilli, BBQ, hot and spicy and hickory being among the favourites. This is another way to make the summer eating BBQ season more exciting. Whether that be with steaks, gourmet
burgers, oven to BBQ ranges or pulled meats.
“As the popularity of barbecuing continues to grow, so does the desire to try something new and innovative. We wanted to show butchers and their customers there were a number of cuts out there, that aren’t typically associated with barbecuing, but work extremely well on the barbecue. We have produced a series of quick and clear videos which will help demonstrate this,” said Mike. The videos can be viewed online here
qsmbeefandlamb.co.uk/ library-videos
For more information on how to get the best out of the summer season call our hotline on 0845 491 8787, go to
qsmbeefandlamb.co.uk or call Mike Richardson on 07790 173625.
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).
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