New Magazine Launched to Help Butchers Inspire High-Street Shoppers

With consumers turning back to independent butchers after previous years of decline in their numbers, Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched a new free magazine to help inspire consumers to make the most of the high-quality meat available from their high-street butchers’ shop.

During the 1990s and early 2000s, the number of independent meat retailers across the UK halved, but numbers have since stabilised as a new breed of butcher combined traditional skills with product innovation to carve out a distinctive niche on the high street.

Many in Wales are part of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club, an association of high-quality retailers who are committed to sourcing local PGI-accredited produce, who receive exclusive point of sale materials from the red meat promotional body.

In addition to the usual posters and leaflets, HCC has now invested further in independent butchers by launching a new magazine, Meat on the Bone, which contains seasonal recipes such as barbecue marinades, information on the health benefits of red meat, and celebrity features.

“Consumers enjoy visiting independent butchers because it’s very much a value-added experience,” said HCC Marketing Officer Kirstie Jones. “They can get advice on how to prepare and cook their meat, as well as try convenient oven-ready preparations that modern butchers excel in.”

She added, “Our new magazine, available at shops that are members of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club, contains a range of delicious recipes. We’re also really pleased to include articles from TV barbecue guru Chris Roberts, as well as rugby international Elinor Snowsill who explains how meat is a great part of a healthy balanced diet.”

“The magazine also contains information on how PGI Welsh Lamb and PGI Welsh Beef are fully traceable from farm to fork, and a special feature on Wales’s pork sector which has been winning more and more UK-wide accolades” said Kirstie.

Teifi valley business Dewi James a’i Gwmni, which has shops in both Cardigan and Newcastle Emlyn and was one of the winners at the recent Food Wales Awards, is one business which is pleased to stock the new magazine.

“More and more people care about where their food comes from, and in our shop they know that much of the produce comes from the local area,” said Dilwyn James. “Consumers also rely on butchers for advice on how to make the most of their meat. This new magazine will give them more new ideas, including great recipes for summer.”

Many Butchers’ Club members are currently competing to see which of them will provide the meat for displays and cookery demonstrations in the HCC pavilion at this year’s Royal Welsh Show.

Kirstie Jones said, “With so many capable butchers in Wales, we thought it was a good idea to give them the opportunity to become our supplier for the year. The displays are always popular, and we look forward to reviewing the entries!”