Q Guild’s new manager is Claire Holland

The Q Guild of Butchers has appointed Claire Holland as its general manager.

Holland, who will take up her post on Monday 4 September, is a well-known figure in the meat marketing industry having worked previously for the Meat and Livestock Commission (MLC), British Pig Executive (BPEX) and the Agriculture & Horticulture Development Board (AHDB).

She told Meat Trades Journal: "I'm delighted to be offered this position and am looking forward to working with some of our greatest craft butchers and associated tradesmen. I see the role aiding the membership to drive forward its five year plan and look forward to the challenge." 

Holland, who lives in Buckingham and is a member of Ladies in Pigs and the Institute of Meat, started at the MLC when it was based at Milton Keynes in the early 1990s.

She worked within trade marketing alongside the regional trade development officers on promotional initiatives and campaign kits for butchers. She was also involved with the well-known food event British Sausage Week and, in her later BPEX days, was a key member of the organising team behind the week, which is still going strong more than 25 years later.

In 2000, Holland changed her focus from trade to consumer marketing and was key in developing consumer campaigns encouraging people to buy, cook and eat red meat. These included recipe-based campaign initiatives such as the ‘Tim Nice But Dim’ lamb campaign and one of the first St George’s Day beef campaigns utilising print, radio, TV and online media. She was also an instrumental member of the organising committee for the MLC trade-focused British Meat Awards.

When devolution hit the meat industry she switched to BPEX (latterly AHDB), where she ran its pork and pork product campaigns, promotional kits and BPEX regional butchers roadshows. After BPEX merged into AHDB and moved to Stoneleigh, Holland travelled between Milton Keynes and Stoneleigh for a few years until 2014, when she had a break to develop her interest in digital marketing.

Since then, she has been supporting the Institute of Meat and Food & Drink Training & Education Council, helping to drive their training, education and apprenticeship schemes through digital and social marketing.

“I’m really looking forward to working with the Q Guild and its members,” said Holland. “It will be great to work with some familiar faces again and get to know even more of our most talented craft butchers.”

Q Guild chairman Mark Turnbull said: “I am delighted to announce the appointment of Claire Holland as the new Q Guild general manager. Claire is a familiar figure in the industry and many of our members will know her from her many years at the MLC, BPEX and AHDB.

“Claire brings with her a wealth of experience and knowledge and I’m looking forward to working with her, continuing to implement our five-year plan.”

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