Dunfermline Athletic

SCOTTISH CRAFT BUTCHERS SING FOR THEIR SUPPER

Thursday, 10th Jun 2004

A major new campaign designed to encourage more people to visit their local butcher was launched on Friday 28th May 2004.

The `Get to know your local butcher` initiative, the biggest of its kind ever launched in Scotland, has been funded by the Scottish Federation of Meat Traders Association (SFMTA) and a consortium of over 30 suppliers to the trade, with the aim of attracting more customers back to their local butcher.

Extensive pre campaign research undertaken by the Dynamic Advertising Group, who developed the initiative, found that although red meat sales have risen significantly over the last few years, the number of local butcher outlets has actually declined during the same period.

A major reason for this has been the increasing trend towards out of town shopping and the explosion of supermarkets, which has put many good independent retailers under threat, with local butchers being no exception.

Now the trade is fighting back and the campaign, which includes national radio coverage, features a singing butcher extolling the virtues of meat being bought `from your butcher down the street` and a wide distribution of promotional leaflets by butchers on promotional bikes, directly outside supermarkets.

Douglas Scott, Chief Executive of the SFMTA explains: `We represent over 400 great independent butchers throughout Scotland and we are keen to encourage more people to enjoy the experience of shopping at their local butcher. They offer their customers many benefits. As well as being able to advise on the best cuts of meat and provide a friendly personal service, they supply a range of delicious ready-to-cook meals made with fresh ingredients, for people who don`t have the time or the inclination to spend ages in the kitchen. With your local butcher, customers get the best of both worlds `convenience and healthy tasty food.`

June Lomax, Quality Meat Scotland`s Butcher Development Manager, agrees: `Quality Meat Scotland are delighted to support this campaign on behalf of the independent butcher. The customer`s personal contact with their butcher is one of their real strengths and you can find great butchers all over Scotland`

Stuart Dalziel, Director of Dalziel, another key sponsor of the campaign commented `We are delighted to support this exciting initiative because we know just how hard local butchers work to offer their customers the best service and products, more people need to get to know their local butcher, and see this for themselves'

Regular shopper, Georgina Mailey added, I've always used a local butcher. Your meat is always fresh and it`s lovely. It`s much better than the supermarket. All the staff are very friendly, `I find that every time I come into the shop they always remember me & they`re very pleasant`

The campaign, which runs until the 17th June, includes a new website www.realbutchers.com where people can locate their nearest independent butcher and the chance to win hundreds of pounds worth of delicious meat in a free prize draw.

Notes

1. Recent research undertaken on behalf of Scottish butchers (sample 135 self completion surveys amongst `main shoppers`) showed almost half of respondents were `unaware` that most butchers offer ready-to-cook meals.
2. Recent TNS research shows that the average time spent in the kitchen per day in the UK is around 13 minutes, so time spent cooking is a key issue.
3. Recent Scottish Enterprise research (Foundation Report `Developing the way forward`) highlighted that the 'consumer has no time and little skill to prepare food`. Getting personal advice from knowledgeable local butchers on how to cook dishes is a useful advantage.



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