Friday, 27 September 2013

Michelin-starred chef Nigel Haworth helps EBLEX launch new beef and lamb cuts range

Having a great product like quality assured beef and lamb to offer consumers is one thing. The trick, of course, is stimulating demand and ultimately sustaining that demand in a market where time is of the essence for families looking for quick, cost-effective meal solutions. Guest blogger Laura Bishop, EBLEX marketing manager quality schemes outlines what we’re doing to serve up something different.

Families are increasingly looking for quick and cost-effective meal solutions, and traditional roasting joints aren’t always providing this. So, we’ve been researching the market, assessing retailer current offerings and suggesting ways in which they could improve their ranges.

This is where our work as the EBLEX trade marketing team plays a crucial role, creating innovative product development initiatives to bring added value Quality Standard Mark products to market.

For example, earlier this year we launched the ‘Steak Bar and ‘Chop House’ initiatives. This week saw the unveiling of ‘The Carvery’ and ‘Discover Lamb’ initiatives, with the help of Michelin-starred chef and QSM ambassador Nigel Haworth at the Churchill War Rooms in London. Guests, including key members of the trade press, were introduced to the initiatives, as well as being treated to butchery and cooking demonstrations to highlight the cuts’ value for money and eating quality.

We’ve also been busy developing a range of more cost-effective cuts that deliver improved quality and consistency for the consumer, while also stimulating sales in the category. Consumers will require cooking advice and information about some of the more unusual cuts, but with the right in store (on-pack and POS) support, we believe the new range will help bring shoppers back into the roasting category. The Churchill War Rooms event, for example highlighted how products can be made more accessible to families with innovations such as such as small roasting joints. It’s a question of tailoring the product to fast-paced modern life.

Briefing events like these play an important role in helping us spread our key messages to the widest possible audience. So, why the ‘Discover Lamb;’ and ‘The Carvery’ initiatives for the retail sector – under the theme ‘Cook-In’ – and ‘Eat Out’ for the foodservice sector? Ultimately, to address a decline in consumption of traditional roasting joints in the retail market and to satisfy the growing trend for sharing platters in the foodservice sector.

With traceability a particularly important issue at the moment, customers will increasingly be looking for assurance and origin indicators on packaging. The QSM 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.

To find out more about the new concepts or the Quality Standard Mark Scheme, call the EBLEX Hotline: 0845 491 8787 or visit

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