Eblex to focus on thin steaks and casseroles at IFE

IFE will be held at the ExCel centre in London
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Eblex is preparing to showcase “exciting new beef and lamb product developments” at this year’s International Food and Drink Exhibition (IFE).

The organisation will be among 1,000 exhibitors from more than 50 countries at IFE at London’s ExCeL centre on 22 March.

Mike Whittemore, head of trade marketing for Eblex, said: “The IFE is a major UK event, bringing together key industry stakeholders from across the international food trade.”

Since 26,000 visitors from the foodservice and retail sectors attended last year’s show, Eblex will showcase the new thin-cut range, as part of the Steak Bar, to focus on those markets.

New cuts and knowledge transfer work on casseroles and braising will also be on display at the exhibition.

Whittemore explained: “Eblex will be featuring two key areas at the show. The first is part of the Slowly Does It campaign, based on Eblex-commissioned research. It focuses on casserole cuts and understanding today’s consumer needs concerning slower cook methods. We will be showcasing the outcomes of this research, along with new product developments.

“Similarly, we will also share initial research into the use of thin steak cuts and their standing in the marketplace. Both of these key initiatives will be supported by marketing material designed to educate consumers, and will be available on stand.”

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