HCC survey reveals consumer interest in local produce

HCC survey reveals consumer interest in local produce

According to independent butchers across Wales, more and more consumers care about where their food comes from.

In a survey conducted by red meat agency Hybu Cig Cymru – Meat Promotion Wales (HCC), butchers reported that nearly half of their customers have been asking about the origin and traceability of the meat they sell in recent months.

Clinton Roberts, of Ponty Butchers, has been distributing HCC’s free Welsh Lamb and Welsh Beef recipe leaflets to his customers.

The survey was conducted to assess butchers’ overall opinion of the latest POS (point-of-sale) kits which included posters and pamphlets produced by HCC and have reportedly boosted business and sales of red meat.

It also revealed that 42% of the independent butchers have sold more Welsh Lamb and Welsh Beef since receiving the seasonal marketing material.

The POS kits produced for the autumn and winter seasons included promotional posters and recipe leaflets and were distributed to HCC’s Butchers’ Club, a network of specialist shopkeepers.

A total of 80% of these butchers reported that the latest kits were ‘very good’ and some of the feedback received said that: “all customers like to have the recipes, and the kits also help our sales”.

HCC’s market development manager Rhys Llywelyn said: “It is important that the materials we produce to promote our red meat products are in line with what the industry needs and wants.

“Our autumn/winter POS kits have clearly struck a chord with members of our butchers’ club and with the public who have been buying more branded Welsh meat and are more aware of where their food comes from.”

The survey also revealed that the most popular lamb cuts were chops, legs and shoulders, and for beef, customers have recently bought more topside joints, followed by mince and steaks.

The recipe suggestions included in the leaflets in the POS kits used a range of different cuts and were submitted by some of the UK’s foremost food writers and bloggers who worked with HCC to develop new dishes with PGI Welsh Lamb.

These included famous food writer and television personality Gizzi Erskine, Ren Behan, a regular contributor to Jamie Oliver’s website, and Becky Wiggins.

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