Multiples sign up for campaign

Six multiple retailers are taking part in an English Beef and Lamb Executive (EBLEX) Quality Standard Mark promotional campaign for beef.

Tesco, Sainsbury, Somerfield, Waitrose, the Co-op and Budgens are all taking part in the Autumn Beef Collection promotion, which encourages consumers to phone a hotline for a free copy of the Quality Standard Mark beef cooking guide 'It's All About Beef'.

The on-pack promotion will run on selected beef cuts until mid December, and is part of the wider EBLEX Autumn Quality Standard Mark promotional campaign involving major retailers and independent butchers' shops.

Andrew Garvey, EBLEX head of marketing welcomed the ongoing support for the Quality Standard Mark from the multiples: "This on-pack promotion comes at an encouraging time for beef sales, with the latest independent figures showing that expenditure on fresh and frozen beef in England has increased by 2% year on year."

Garvey also added that TNS data showed the largest increase in demand for beef came from people with young families who purchased 5% more beef compared with last year.

"This is particularly good news, as younger housewives with children are the main target audience for the Quality Standard Mark campaign," he said.

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