More and more consumers across Wales are keen to know where their food comes from, according to a survey among independent butchers.
Red meat agency, Hybu Cig Cymru – Meat Promotion Wales (HCC) has found that nearly half - 49 per cent - of customers visiting butchers shops have been asking about the origin and traceability of the meat in recent months.
The survey was conducted to assess butchers’ overall opinion of the latest point of sale kits, which included posters and pamphlets produced by HCC and have reportedly boosted business and sales of red meat.
It found that 42 per cent of independent butchers have sold more Welsh Lamb and Welsh Beef since receiving the seasonal marketing material.
HCC’s market development manager, Rhys Llywelyn said it was important that the materials produced to promote red meat were in line with what the industry needed and wanted.
“The autumn-winter kits have clearly struck a chord with butchers and the public who have been buying more branded Welsh meat and are more aware of where their food comes from," he added.
“It was also interesting to see that 47 per cent of butchers believe that added value and traditional cuts are of equal importance which demonstrates a need to invest in product innovation and to maintain consumer demand in traditional cuts of meat.”