Riverford cuts meat prices and trims range

Riverford, the organic food delivery company, has lowered the price and size of its meat boxes to attract new consumers after research found UK meat demand was falling. 

The company has reduced the minimum spend on its smallest meat box from £25 to £17.50. Conversely, the business has also rolled out a large butcher’s box, retailing at £64.50, to attract die-hard meat lovers.

Other changes to Riverford’s meat box range include the launch of an every day meat box range in two sizes with easy-to-cook cuts, such as mince, diced beef, prime steak and chicken breasts.

“Ever since the horsemeat scandal and news of potential health risks associated with processed meat, more and more people are looking to buy ethical, high-welfare meat with provenance and traceability,” Lesley Eagar, new product development manager at Riverford told Meat Trades Journal.

“People are also eating less meat. In an independent survey we commissioned last year, 27% of people said they were eating less meat than a year previously. As a result, we’ve changed our range to suit customer needs. We hope that with more choice and flexibility in the range we’ll continue to see an upward rise in meat customers, and they’ll have the reassurance of receiving ethical, quality meat.”

Among the amendments, Riverford will also be making poultry more widely available in its meat boxes. The range was developed with the input of Riverford’s in-house chefs to ensure what’s in the box meets consumer recipe demands for certain weights.

All of Riverford’s meat is sourced from farmers in the UK, where the whole carcase is bought to minimise food waste.

Based in Buckfastleigh, Devon, the award-winning ethical food company delivers nearly 50,000 fruity, veg and meat boxes per week.

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