AUTUMN LAMB


CRAFTBUTCHER l SEPTEMBER 2019 15 PUTTING ‘MEAT ON THE BONE’


distributed to HCC’s Butcher’s Club members throughout Wales as well as to thousands of visitors to the Royal Welsh Show – which is often referred to as the shop window for Welsh food and farming - where HCC engaged with consumers and connected with red meat industry stakeholders.


Hybu Cig Cymru – Meat Promotion Wales (HCC) has been putting butcher shops at the heart of it’s work in gaining new red meat customers, recognising the importance of the high street butcher, not only to the industry but to the consumer too.


A key message is that butcher shops offer a value-added experience to customers – a place to gain advice on different cuts and cooking instructions as well as the reassurance that meat is fully traceable and procured from reputable local farms. Members of HCC’s Welsh Lamb and Welsh Beef Butchers Club regularly receive posters and seasonal recipe cards to provide inspiration for their customers and now, new for 2019, HCC has also produced a specialist food magazine for butcher shop customers.


‘Meat on the Bone’, or ‘Cig ar y Asgwrn’ in Welsh, contains a selection of specially crafted


recipes, interviews with PGI Welsh Beef and PGI Welsh Lamb farmers and exclusive interviews with Welsh Beef and Welsh Lamb ambassadors TV barbeque guru Chris Roberts and Welsh rugby international Elinor Snowsill.


For businesses such as Dewi James a’i Gwmni, who has butcher shops in Cardigan and Newcastle Emlyn in west Wales, the magazine offers another platform to connect with customers and an opportunity to add value to their offering. “More and more people care about where their food comes from, and in our shop they know that much of the produce comes from the local area,” said butcher Dilwyn James. “Consumers also rely on butchers for advice on how to make the most of their meat. This new magazine will give them more new ideas, including great recipes for summer.”


The magazine has been


Dewi James a’i Gwmni were also involved in HCC’s presence at the Show as they were successful in the Butchers’ Club open competition to supply HCC with PGI Welsh Beef, PGI Welsh Lamb and local pork to its Show stand. Live cooking demonstrations took place throughout the week with esteemed chefs and celebrity guests including the likes of Michelin starred Gareth Ward, the ‘UK’s Youngest Head Chef’ Luke Thomas and former Welsh rugby player Scott Quinnell – meaning it is a great


platform for Wales’ butchers to showcase their very best products.


As part of winning the competition, Dewi James a’i Gwmni was invited to deliver a butchery demonstration on the opening morning of the show. Teaming up with Huw Morgan, a professional cookery lecturer at Coleg Ceredigion and TV cooking show judge, they impressed audiences with a practical demonstration, highlighting how understanding butchery is a key element to producing restaurant standard dishes.


The next issue of Meat on the Bone will be out in the new year but in the meantime, HCC will continue to support butchers to provide a value-added experience to consumers – adding even more meat to their bones! n


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