Vion launches consumer recipe app

Leading meat and poultry processor Vion Food Group has launched a recipe app for iPhone and iPad to promote quality meat sales and encourage consumers to be more creative in the kitchen.

The ‘Farm to fork’ app features around 80 recipes in a simple-to-use format, with photographs of each dish along with simple step-by-step instructions. The recipes are searchable by food protein and cut, which allows shoppers to use the list of ingredients as a shopping list.

It also features a selection of 150 farm facts to help connect consumers with the origins of the food that they eat.

Ton Christiannse, Vion Food UK chief executive, said: “Our research shows that people are willing to try new recipes and meat cuts, but a lack of confidence holds them back. As a leading meat and poultry processor, we understand each and every stage of the food production process, from the farm through to the food on our plates, and it is our responsibility to promote the quality and versatility of British meat so that customers can make more informed and confident purchasing and cooking decisions.

“By providing the tools to get people more creative in the kitchen, we hope they will be encourages to try something new, back British farmers and help the move towards a more sustainable future for our food supply systems.”

The company plans to extend the functionality of the app in the next phase, adding new, seasonal recipes as well as rolling out downloads for Android and Blackberry.  

Rob Smith of Vion said: “The app is simple to use and accessible. We have to keep it moving and have clear plans for further development.”

The app follows Vion’s recently-launched ‘Put pork on your fork’ campaign, starring TV farmer Jimmy Doherty, which aims to encourage people to eat more British pork.

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