Consumers get behind British meat campaign
Published:  05 July, 2013

Butchers and their customers are backing a campaign to promote British-sourced meat.

Support was shown after the Livestock Auctioneers Association (LAA) produced a poster for butchers to display in their shop windows to promote market-sourced meat, in a bid to reassure customers about traceability.

Malcom Pyne, who won the title of Butchers' Plus at last year’s Butcher’s Shop of the Year Awards, said: “The horsemeat scandal caused a large increase in trade, and while this has died down a bit, it is still well and truly up on what it was before. Also, people expect to know which farms the meat has come from and we can reassure them of that.”

According to Pyne the relationship butchers have with the livestock market is an important part of business, which needed to be supported.  

Executive secretary of the LAA Chris Dodds said the response from butchers and their customers was extremely positive throughout the country. He added: “Butchers throughout England and Wales have been telling us about the positive response from their customers to the posters.

“The LAA wants to make sure consumers are aware that the markets are a reliable source of good value, high-quality meat, and that in supporting butchers and wholesalers who source from the market, they are supporting local farmers and the rural economy as a whole.”

Butcher Tim Potter of Tom Potter Butchers in Wellington, Somerset, said he sources meat from local farms via the livestock market and said the LAA poster in his window attracted lots of comments from customers.

“Our customers like to know that their meat is sourced locally and they expect a high standard. I think it is a very good poster, and certainly helps to get the message across,” he said.

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