John Penny & Sons launches rebranding

John Penny & Sons said its rebranding had been brought about by the company’s drive to become even more consumer-facing to encourage end-users to ask for John Penny & Sons meat when visiting their local butchers.

It is described as the first website of its kind to promote a meat wholesaler in such an open and accessible fashion. The rebrand marks a new era for the Leeds-based family-owned and run business of four generations.

The website is said to offer butchers and farmers a unique one-stop resource where they can find out about quality control, storage, delivery and ordering, as well as offering guidelines to smallholders. The site also has a recipe area for consumers who are looking for cooking inspiration and guidance on selecting, preparing and cooking specific cuts of meat.

John Penny said: “The rebrand is a reflection of where our business is heading.  We want to be as open to the trade and end-users as possible and we are passionate about the quality of our products, which we believe the site echoes. The website has butchers firmly in sight – driving home the quality message and encouraging consumers to become more aware of where the meat they purchase really comes from.”

To further roll out the new branding to the trade and to customers, John Penny & Sons has produced a promotional pack for butchers, which includes neck tape, posters and stationery, as well as bags for life and recipe cards to hand out to customers.

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