Stand Out

The competition recognises businesses up and down the country and helps to highlight the talent and skill within our industry. As well as the Best Overall title and regional winners for the North of England, South of England, Midlands & East of England, Scotland, Northern Ireland and Wales, categories include Butcher's Plus, Farm Shop of the Year, Innovation of the Year and Young Butcher of the Year.

Last year's competition was a tough fight, but, in the end, it was Bexley's of Old Swan, Liverpool, that walked away with the top title of best in the UK.

Ed Bedington, editor of MTJ, said: "This competition is a superb opportunity for all butchers to shine and get some real recognition for their hard work. To make it through to the finals of Butcher's Shop of the Year gives you a great chance to promote your business - and, if you win, even better!"

Previous winners have seen revenues shoot upwards and have even used the win to expand their business, opening new outlets off the back of their success. The competition is judged in two rounds: the first is based on paper entry, with a panel of meat industry and retail experts picking out a shortlist for store visits; the second round involves a judge's visit to your store to assess your business and make the final decision on whether you cut the mustard.

Fred A'Court, MTJ's head of judges, says the day of judging is more than just about the visit: "The judges are far more interested in understanding how the business runs over a sustained period, rather than just seeing a snapshot of the shop on the actual day of a visit, important as that is."

Of course, to get to that stage, you need to ensure your paper entry is up to scratch. This is a worthwhile process as it gives you the opportunity to pause and cast a critical eye over the business. Make the entry as straightforward, yet eye-catching as you possibly can - judges will have to wade through more than 100 entries in the first round so it is important to ensure your entry leaps out.

But it is just as important not to go overboard, Fred warns. "So often, the entry pack contains a huge amount of information that fails to impress, because it is difficult to focus on the main points. Even worse is the entry pack that contains little or no information."

He suggests focusing on three or four key points about your business and backing them up with examples. "These could relate to any aspect of the way your business is run. Examples could include marketing, work in the community, building a customer base, working with suppliers, product development, staff training."

Also, focus on what makes your shop special - what makes it stand out from the other butchery businesses in the area and what keeps the customers coming back?

Judges will be looking for strong, but practical displays, the kind of things that would appear day-in day-out in the shop. Judges want to see strong businesses that are successful throughout the year.

This year's Butcher's Shop of the Year awards are supported by EBLEX, Weddel Swift & Harmony Farm, BPEX, Tican, Meat Training Council, QMS' Scotch Butchers Club and Lucas Ingredients. The awards will be held at the Sheraton Park Lane Hotel, London, on 17 November.

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=== Top tips for Success ===

* Take out the waffle! Keep your entries sharp and to the point

* What makes you different? Quality meat and great service are a given, but what makes you really stand out?

* Initiative Show the judges your drive and ambition

* Take your time Don't rush your entry

* Involve the team Get the input of your staff for the entry and during a judge's visit

* Take a look at past winners Every business is different, but what are the overriding qualities that made them a success - do you have them?

* Size doesn't matter Just because your shop is small doesn't mean it cannot be a winner

* Evidence Back up your claims with proof: photographs, customers and supplier testimonials, for example

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