Asda triumphs at SuperMeat

The long-running awards, which celebrate excellence when it comes to meat and fish in the supermarket sector, saw Asda put in a consistently strong performance in both products and stores to net itself the overall title.

Ed Bedington, editor of MTJ, said: “I’d like to congratulate Asda on its success. It has put a lot of hard work into upping its meat and fish offer in recent years and it’s clear the results are paying off.

“All of our winners and finalists deserve recognition, however, and I’d like to pay tribute to all of them for keeping the standards across the sector so high.”

Other winners on the night included Sainsbury’s, which took the overall Best Product award for its Taste the Difference Beef Bourguignon, and Morrisons, entering the awards for the first time, which took the title for Head Office Initiative for its excellent work on improving its counter offer.

Meat Personality of the Year, an award voted for by the entire industry, was awarded to Sainsbury’s Julien Pursglove, while Tesco took the double, winning both awards for meat and fish counters.

Jim Viggars, head of red meat at Asda, said he was particularly proud of all his colleagues' hard work.

"They offer the legendary customer service and they are operating at the sharp end," he said. "Quality this year has been at the forefront and you can see that coming through on the shop floor and it has raised the game."

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