Two new brands means more English beef, lamb for butchers

Independent butchers can now order specially selected, quality assured, prime English beef and lamb from the West Country, thanks to the recent launch of two new brands. The new 'West Country Beef' and 'West Country Lamb' ranges are from Somerset and Dorset-based RWM Food Group.

Naturally reared on pastures in the South West and fully assured from farm to retailer, both beef and lamb brands are produced to a specification that complies with the English Beef and Lamb Executive (EBLEX) Quality Standard scheme.

Independent butchers who stock the new ranges are offered the assurance of excellent quality meat and get a point-of-sale kit to boost sales. The kits, which contain posters, window displays and leaflets which butchers can give to consumers, will be distributed exclusively to independent shops stocking the Quality Standard West Country range.

One of the first butchers to stock the new range is Reed Butchers in Devon. Owner, Tony Reed, said: "I know my customers want to buy quality assured beef and lamb from the region and I'm making the most of the free promotional material to help encourage them to try the new products."

Marketing executive for RWM Food Group, Graeme Clapp, said: "Our beef and lamb brands are assured at every step of the supply chain. We work closely with farmers in the West Country to select the finest animals which are then processed using highly skilled butchery techniques.

"We are confident that butchers and their customers will appreciate the quality of both the beef and lamb and we hope that the special point-of-sale kit, produced for stockists, will help them boost sales.

"The long-term aim of the RWM Food Group is to position our locally sourced product to rival if not better other regional produce."

West Country Beef is available as primals. Lamb is supplied whole and packaged in boxes. The brands are exclusively distributed by DBC Foodservice to the independent sector within the UK.

Printer friendly version

Email this article to a friend

Bookmark this

---