Interest in offal down to Game of Thrones

Growing sales of offal have been attributed to the popularity of TV series Game of Thrones. 

UK imports of pig offal for March of this year have increased by 37% year-on-year, while supermarket chain Morrisons has reported that sales of meat bones for stock are up 71%, pig’s liver sales have grown 105%, ox liver sales are up 94% and oxtail sales have increased 77%.

It has also sold 88,000 packs of beef bones and 54,000 packs of lamb bones used to make stock over the past month, more than the usual amount. Morrisons typically sells 65 tonnes of 100% British offal every year.

Peter Williamson, development chef at Morrisons, praised the TV show, which often includes feasts featuring offal for increasing awareness of these oft-overlooked products.

“It’s great that the programme is encouraging people to experiment with Britain’s ancient delicacies. We were inventive with our cuts of meat – creating a huge range of dishes to use a whole animal.”

However, a Morrisons spokesperson didn’t expect the trend to last once the warm weather hits. They said: “Typically sales of offal fall in the warmer summer months, as customers turn away from stews and soups.”

Stephen Rossides, director of the British Meat Producers Association, said it was “encouraging to see consumer interest in offal consumption”, but was unsure if the growth in sales could be attributed to a television programme.

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