Eblex's high hopes for St George's Day

EBLEX is hoping beef sales will soar in the run-up to St George's Day on 23 April as the result of a new promotional campaign.

A nationwide search for St George's Day Heroes was launched recently by cricketing legend Ian Botham. Anyone can be nominated for a Local Hero award, whether it is for outstanding courage, selflessness or simply hard work and dedication. The 12 lucky winners chosen from those nominated will be rewarded with a Beefy Bursary - a cheque for £2,000.

Independent retail butchers who are members of EBLEX's Quality Standard scheme, plus non-members who have signed up to

receive point-of-sale material from EBLEX, will already have received posters, nomination forms and a counter-top entry box.

In early April, butchers will also receive a St George's Day promotional kit encouraging custo-mers to 'Try Our Great Beef Hero Recipes For Roasts and Steaks'.

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