Tower of London launch for EBLEX’s crown jewels

Tower of London launch for EBLEX’s crown jewels

‘Steak Bar’ and ‘Chop House’ – the first of five new product development initiatives featuring Quality Standard beef and lamb – were unveiled by the EBLEX trade marketing team at a special event held at the Tower of London recently.

EBLEX's steak jewels for catering butchers.

EBLEX’s steak jewels for catering butchers.

Using the umbrella themes – ‘Cook-In’ for the retail sector and ‘Eat Out’ for the foodservice sector – the five new ranges, which include ‘Gourmet Burger’, ‘The Carvery’ and ‘Discover Lamb’ aim to bring added value Quality Standard Mark products to market, improving carcase utilisation and enhancing profit potential throughout the supply chain.

EBLEX's Martin Eccles puts a meat cleaver to proper use during a demonstration at the Tower of London!

EBLEX’s Martin Eccles puts a meat cleaver to proper use during a demonstration at the Tower of London!

Speaking at the launch event, Paul Robinson, meat and fish project manager at Morrisons, said: “Since introducing Steak Bar into our ‘Market Street’ in-store butchery department, we have seen an increase in the sale of thicker steak cuts, with customers trading up and purchasing prime steaks as opposed to standard cuts. An uplift in the volume of packs sold across the range as a whole has led to increased turnover – and we’re also seeing repeat purchases from customers who have tried our cooking tips and recipe suggestions and are becoming more confident in their own cooking abilities. It’s a win-win situation.”

Chairman of the National Q Guild of Butchers, Brindon Addy, added: “The Steak Bar range is the biggest single thing to have made a difference to my business. It has created a real point of difference, making my shop stand out from my competitors. The steaks in the range are clearly identified by EBLEX’s branded point-of-sale material which enhances the appeal to both passing trade and existing customers.

EBLEX head of trade marketing, Mike Whittemore, said: “The beauty of our product development initiatives is that they can be completely tailored for each individual business. The Steak Bar and Chop House ranges include a variety of beef, lamb and veal cuts to help retailers and foodservice operators widen their product portfolio and offer customers better value for money and improved eating quality. The cuts are intended to complement existing ranges and enable retailers and caterers to maximise their own profit potential.”

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