Morrisons crowned top retailer at SuperMeat & Fish Awards 2016

Morrisons has picked up the title of Meat & Fish Retailer of the Year at SuperMeat & Fish Awards 2016.

Held at the Hilton on Park Lane in London and hosted by TV star Larry Lamb, the brightest and the best of the industry gathered to celebrate the SuperMeat & Fish Awards 2016, sponsored by AHDB Beef & Lamb, AHDB Pork and Hybu Cig Cymru – Meat Promotion Wales.

Fighting off some stiff competition, Morrisons set itself apart for sheer consistency across all categories and judging criteria.

James Judd, Morrisons category director, said: “This [award] is certainly going to help business as it recognises what a great job the store is doing, what the guys behind the scenes have done, and more importantly that we’re doing a great job for customers – fantastic result. We have the widest range, and the best quality, fish and meat out of all the retailers and hopefully this award will recognises our work.”

Rod Addy, editor of Meat Trades Journal, said it was a hard-fought contest. “The entries were truly superb this year and every one of them deserves praise. In the end, Morrisons scooped the crown, combining delicious and innovative products with consistently excellent presentation and serve-over standards and strong support for staff from senior managers in its stores.”

Best Overall Product was Iceland Seabass Fillets en Papillote. The judges were impressed by the product’s “superb flavour”. The winner was described as “excellent proof of how far freezing technology has improved over recent years”.

Gareth Thomas, category manager at Iceland, said: “We took innovation from France where we saw fish served in a paper bag in quite a posh environment, and we developed it for Iceland customers. It’s sold fantastically well and customers just love it.”

Matthew Wakefield, food technologist, Iceland, said the team planned to enter SuperMeat and Fish Awards next year and pledged to have some “new and exciting products”.

The Store Team Award went to Morrisons, Weston Super Mare. The team, which has 46 years of butchery experience between them, are a close-knit group, whose teamwork has helped achieve turnover growth for the past four years.

JP Gordon, meat and vegetable manager at Morrisons Weston Super Mare, said: “It’s a fantastic team I have in store – I can’t knock them, they’re an amazing team. They get behind me be every step of the way. It’s a really good team to work with across the whole company – it’s just fantastic and we make the best of it.”



Best Overall Product: Iceland Seabass Fillets en Papillote
Most Innovative Product:  Asda Butcher’s Selection Hot Dog Bursts with Mustard
Best Beef Product: Asda Butcher’s Selection Pastrami Beef with Mustard Pickle and Emmental Cheese Sauce
Best Lamb Product: The Co-op Spiced Lamb Shoulder with Harissa and Garlic Mayonnaise
Best Pork or Bacon Product: Morrisons Signature Old Fashioned Cure British Back Bacon
Best Poultry Product: Iceland Peri Peri Chicken Skewers
Best Ready Meal: Asda Extra Special Gressingham Duck A L’Orange
Best Sausage: Asda Butcher’s Selection Hot Dog Bursts with Mustard
Best Pie: Morrisons Caramelised Onion Lattice Pork Pie
Best Ready to Eat Product: Aldi Crestwood Mini Melton Pork Pies
Best Fresh Fish Product: Morrisons Rich Smoked Salmon Loin
Best Frozen Fish Product: Iceland Seabass Fillets en Papillote
Best Shellfish Product: The Co-op King Prawns with Coconut and Chilli Dip
Best New Product to Market: Morrisons Smoked Haddock Florentine


Meat and Fish Retailer of the Year: Morrisons
Best North of England Store: Asda Killingbeck, Leeds, Yorkshire
Best Midlands and East of England Store: Morrisons, Lincoln
Best South East of England Store: Morrisons, Banbury
Best South West of England Store: Morrisons, Weston Super Mare
Best Scottish Store: Asda Bearsden, Glasgow
Best Welsh Store: Iceland Food Warehouse, Cardiff
Best Northern Ireland Store: Asda Downpatrick, County Down
Fresh Meat & Fish Aisle of the Year: Asda Bearsden, Glasgow
Frozen Meat & Fish Aisle of the Year: Iceland Food Warehouse, Cardiff
Meat Counter of the Year: Morrisons, Banbury
Fish Counter of the Year: Morrisons, Ayr
Store Team of the Year: Morrisons, Weston Super Mare

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