Brand new displays of seasonal merchandising can now be seen in butcher’s shops across the country, courtesy of red meat promotion agency, Hybu Cig Cymru (HCC) – Meat Promotion Wales.
Over 250 members of HCC’s Butchers’ Club have received exclusive point-of-sale kits, including posters and recipe leaflets, to support the summer marketing campaigns for PGI Welsh Lamb and PGI Welsh Beef.
HCC’s Butchers’ Club is exclusively for independent local butchers that are dedicated to sourcing and selling the PGI Welsh Lamb and PGI Welsh Beef.
Customers are being encouraged to ‘Put some sizzle into summer’ with recipes that were designed for fine al fresco dining, including Spiced Shoulder of Welsh Lamb and BBQ’ed Welsh Rib Eye Steak Bruchettas.
“We are thrilled with the eye-catching point of sale materials that were sent to the Butchers’ Club members. The recipe leaflets include signature dishes by well-known chefs – our Llambassadors,” says HCC’s market development officer, Melanie Cargill.
Last year, members of HCC’s Butchers’ Club said that the in-store POS helped increase their sales by an average 27 per cent.
"The free leaflets are an amazing boost to advertise the meat I sell and push the products,” said Martin Fowles, who runs an artisan butchers’ shop in the popular tourist destination of Aberdyfi.
“A lot of tourists come here and they don’t have a local butcher at home. They collect the recipes from the counter and they help sway 95 per cent of them to purchase meat and come back again for more.”