Local heroes honoured by Beefy

An industry-wide search to find 'St George's Day Heroes' as part of a promotion to drive sales of Quality Standard beef has found its winners.

The nationwide search was launched in April by cricketing legend Ian Botham on behalf of the English Beef and Lamb Executive (EBLEX) and attracted over 300 nominations from customers in participating pubs, butcher's shops and multiple retail outlets.

Point-of-sale material and nomination forms for the 'St. George's Day Heroes' campaign were made available only to businesses signed up to EBLEX's Quality Standard scheme.

A total of eight 'Heroes' were chosen to win a 'Beefy Bursary' - a cheque for £2,000 - from the many entries depicting tales of outstanding courage and selflessness. Five of the nominations were from shoppers in multiple retail outlets, two from butcher's shops and one from a pub.

One winner, Sylvia Jenkinson, of Bosley in Cheshire, was presented with an award by EBLEX foodservice project manager, Hugh Judd. Sylvia was nominated by village landlady Jean Andrews of the Harrington Arms, who said: "Not only does Sylvia help out at the local infant school and raise funds for charities, but she also runs our village post office and shop seven days a week from early in the morning right through to six in the evening! Despite this, she never expects anything in return for her hard work, which is why I nominated her - she really is our local hero!"

Trade sector manager for EBLEX, Phil Davies, said: "The response to the St. George's Day 'Local Heroes' promotion has been phenomenal. It has clearly caught the imagination of customers in scheme members' retail and foodservice outlets throughout the country. The winners are thoroughly deserving of their awards and the participating Quality Standard scheme members will also have benefited from an increase in beef sales during the promotional period."

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