The awards, which are run by Meat Trades Journal, saw seven of the UK’s leading supermarkets do battle in what has proven to be the most intense competition in the meat industry, with nearly 500 guests in attendance.
Competition was tight last night at the Hilton hotel on Park Lane in London, however, Morrisons won the coveted title as well as taking six other awards, including the Head Office Initiative Award.
Andrew Smith, head of meat trading at Morrisons, collected the prestigious award and told MeatInfo.co.uk: “It is a fantastic achievement and I think it is the first time any retailer has won it two years in a row. I would like to say a massive thank you to our stores, they have done us proud and we have won three out of the seven regions.
“We’re aiming for three years on the trot and we’ll be using the award on in-store packs, marketing and external marketing and probably on the TV.”
Winner of the Best Overall Product went to Tesco for its Tesco Finest Pastrami Flavoured Streaky Bacon Rashers. Sainsbury’s took home the most innovative product for its welfare sensitive British Veal Rib, whilst Asda Boldon Colliery Tyne and Wear took the award for Best Store Team.
Best Ready to Eat Product went to Lidl for its Italian Fennel Salami, whilst Meat Counter of the Year went to Morrisons Anniesland, Glasgow and Fish Counter of the Year went to Sainsbury’s Alphington, Exeter.
Head judge Fred A’Court said the standards of entries were extremely high this year and the judging was no easy task. “It is a very, very tough job and these awards have been going for 15 years now, but the standards are getting higher every year.”
Television comedian Hugh Dennis presented the awards and said: “My overall impression of the SuperMeats and Fish [Awards] is that meat is super. The overall winner Morrisons are deserved winners, the meat industry is very jolly and they like a drink and you don’t want to criticise them because they have knives,” he joked.
To see a full list of winner click here.
See the evening in Tweets.