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Trade Marketing

Mike Whittemore Head of Trade Marketing

Trade Marketing

• Strategy• Market intelligence• Innovation• Education• Trade promotion• Adding value• Differentiation through assurance

Market IntelligenceBespoke consumer research to help develop a better understanding of how the lamb category is perceived by consumers and to identify the barriers to purchase and consumption.

Quarterly consumer category reports with detailed information on the beef and lamb sectors in the market.

In-depth look at summer lines, the burger market, barbecuing and what’s trending for 2016.

Focus on Foodservice is a regular insight into the latest trends and developments in the foodservice sector.

Innovation – The Tri-Tip Steak

This steak has seen a growth in popularity across Europe and America. In a recent trial:

• 78% said they would buy it

• 73% said it looked appetising when cooked

• 68% said they loved the flavour

By seam butchering the Rump Tail (Tri-Tip) and selling as Premium Tri-Tip Steaks as opposed diced beef could add £1.67 million to the annual retail sales value of this muscle.

Innovation – Thin Cut Steak RangeA range of cuts that meets consumer needs, providing the entire industry supply chain and the consumer with exciting, relevant products for the modern marketplace.

Innovation – Carvery ‘Mini-Joint’ RangeThe beef and lamb mini joint range is ideal for midweek meals, perfect for small families and empty masters and provides great menu options on foodservice menus

Education – Meat Education Programme

There are 3 practical levels for both beef and lamb, from breaking down a carcase to producing both basic and advanced foodservice and retail cuts.

Theory modules for each specie, Meat knowledge, customer service and telesales modules are also available.

Online examination and certification are available.

Product Consistency

Through our NPD work and knowledge transfer materials, we continue to work with the industry to improve specifications and product presentation.

Promotional support

Promotional Support

Chefs, NPD team and caterers significantly turn to social media when planning their menus.

Launch of a digital engagement campaign through the creation of two new social media channels-Discover Lamb on both Instagram and twitter.

Promotional Support

Following recent consumer focus group research, two products in particular stood out with considerable consumer appeal and potential.

Lamb Cannon 3-Bone Rack

Pulled lamb

Promotional Support

Easy, quick cook steak options for, lighter,

healthier meal concepts –

3 in 1 concept offers versatility on meal options –• Traditional• World Flavours• Healthy

Promotional Support

“I used to love steaks, but they are inconsistent.”

Alternative Steaks –The Steak Revolution

• Consistent specification• Affordable cuts• Alternative value• Steaks for every

occasion

Promotional Support

New Cuts, New Flavours, New Ideas

- New Profit Potential!

• Chuck Burgers• Brisket Burgers• Rump Burgers• Thai, Mexican, Korean,

Indian

It’s all about flavour and adding value with a premium proposition with mince

Promotional Support

We developed the Mini Joint range to help counteract the decline in the roast market.

• More affordable

• More versatile

• More menu opportunities

Promotional Support

Casserole and braising

Build on what we have leant, address to decline in this

cooking method and associated cuts and address poor

specification and cooking advice.

The potential for the Beef Shank is enormous!

Adding Value

Differentiation Through Assurance

The Quality Standard Mark Scheme for beef and lamb remains at the core of all our activities.

It is the only independently inspected assurance scheme in the United Kingdom that ensures guaranteed eating quality.

Thank you