French guinea fowl campaign under way

French guinea fowl producers are hoping to take the UK market by storm with the launch of their latest marketing campaign, which will see them team up with the Craft Guild of Chefs, as well as offer culinary workshops.

With growing demand for game poultry across the UK, according to statistics from Mintel, the French Guinea Fowl Committee (CIP) will be hoping to tap into that with promotions aimed at the foodservice and retail sectors.

Last year saw 992t of French guinea fowl, worth €3.1m, shipped to the UK, and the CIP is hoping a marketing campaign with the Craft Guild of Chefs in both its magazine and website, along with culinary workshops for trainee chefs, led by Andy Stephenson, head chef and owner of Hallidays Restaurant, will help boost volumes further.

On top of this, the committee will be organising a visit to Smithfield Market in London to discuss opportunities, leaflets will also be sent to more than 250 key UK game stockists and a digital direct mailer will target more than 350 key meat and poultry buyers.

Jean Champagne, from CIP, said: “Our campaign is designed to demonstrate French guinea fowl’s versatility, point of difference and value for money. Each of the activities is targeted to a specific segment of our key audience – poultry buyers, wholesalers and chefs – and will help them better understand the relevance of French guinea fowl to the UK market.”

Andy Stephenson said: “With most guinea fowl being consumed in the out-of-home sector, and an increase of 45% in the game and exotic meat market since 2006, it is important for our young chefs to know how to handle the bird and get good value from it. The workshops, aimed at chefs of the future, will give practical tips, techniques and ideas for including guinea fowl as part of a menu plan.”

He added: “British consumers are looking for interesting and healthy alternatives to the more traditional menu options of chicken and turkey, and guinea fowl provides the perfect solution. In addition, it is easy to prepare and is a versatile ingredient, allowing chefs to create a wide variety of tasty dishes.”

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