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Butchers boast Welsh Lamb and Beef with new marketing materials

Aug 15 2016

Brand new displays of seasonal merchandising can now be seen in butcher’s shops across the country, courtesy of red meat promotion agency, Hybu Cig Cymru – Meat Promotion Wales (HCC).

Over 250 members of HCC’s Butchers’ Club have received exclusive point-of-sale (POS) kits, including posters and recipe leaflets, to support the summer marketing campaigns for PGI Welsh Lamb and PGI Welsh Beef.

HCC’s Butchers’ Club is exclusively for independent local butchers that are dedicated to sourcing and selling the PGI Welsh Lamb and PGI Welsh Beef.

Customers are encouraged to ‘Put some sizzle into summer’ with recipes that were designed for fine al fresco dining, including Spiced Shoulder of Welsh Lamb and BBQ’ed Welsh Rib Eye Steak Bruchettas.

HCC’s Market Development Officer Melanie Cargill said: “We are thrilled with the eye-catching POS materials that were sent to the Butchers’ Club members. The recipe leaflets include signature dishes by well-known chefs – our Llambassadors – so give them a go and put some sunshine on a plate this summer!

“We are also encouraging customers to spread the word on social media about the quality of Welsh Lamb and Welsh Beef. If you spot our marketing materials at your local butcher, tell the world by Tweeting a photo, using #butchersbest.”

Last year, members of HCC’s Butchers’ Club said that the in-store POS helped increase their sales by an average 27 per cent. Of those quizzed, 90% said that the kits they received for display were “very good” and the remaining ten per cent said “good”.

"The free leaflets are an amazing boost to advertise the meat I sell and push the products,” said Martin Fowles, who runs an artisan butchers’ shop in the popular tourist destination of Aberdyfi.

"A lot of tourists come here and they don't have a local butcher at home,” added Martin. “They collect the recipes from the counter and they help sway 95% of them to purchase meat and come back again for more. They are something extra to take home with them and remind them of our special products."

In addition to the seasonal promotional materials members of the club, which is free to join, are promoted on HCC’s websites and get advice on PGI labelling.

A list of HCC Butchers’ Club members can be found here: http://eatwelshlambandwelshbeef.com/en/butchers/find-butcher

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