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New EBLEX promotional kit set to boost beef and lamb sales

Press Release   •   Sep 10, 2014 11:59 BST

This autumn, Quality Standard Mark (QSM) Scheme member butchers stand to benefit from a bumper point-of-sale (POS) kit created by EBLEX.

The independent retailer QSM members who registered to receive marketing support will soon receive the POS kit, which has been specifically designed to help promote QSM beef and lamb in-store.

The kit features marketing material to promote ‘The Carvery’ range of mini roasts to customers. This range was developed by EBLEX to reinvigorate the traditional roast market and to provide consumers with new and exciting roast options.

‘The Carvery’ POS materials support EBLEX’s high-profile ‘Jetpack Journey Home’ TV and digital advertising campaign, which highlights mini roasts as a midweek meal solution. Consumer demand for mini roasts is expected to soar as the TV advertising campaign airs nationally on ITV, from week commencing 22 September. The materials will help butchers highlight the availability of these products in-store.

The kit contains two ‘mini roast’ branded cabinet cards, a window banner, a poster and 50 recipe leaflets to inspire customers. It also contains four cutting specification sheets featuring all of the cuts in the range.

Additionally, the bumper kit includes ‘Festival of Lamb’ promotional materials. These have been developed so that retailers can make the most of the good quality lamb currently available, thanks to favourable weather conditions throughout the lambing season.

There are 50 recipe leaflets, a poster and two reels of ‘Festival of Lamb’ bunting for butchers to display in-store to create an appealing festival atmosphere for customers.

To further support sales of lamb mince, the autumn kit also contains a pack of ‘Lamb Keema’ recipe leaflets to encourage customers to be more adventurous with lamb mince.

Michael Richardson, EBLEX independent retailer sector manager, said: “The latest POS kit has been developed for QSM member butchers and will support beef and lamb sales throughout autumn by inspiring customers to try something new.

“The materials are visually appealing and will help to encourage impulse beef and lamb sales in-store. ‘The Carvery’ content supports our ‘Jetpack Journey Home’ TV advertising campaign, aimed at increasing demand for midweek mini roasts. The promotional materials will help butchers inspire customers to try a variety of mini roast solutions.”

Michael added: “Meat cutting specification sheets have been included to show butchers the best way to prepare the mini roast cuts that will be advertised on TV. Further ideas to add value and range to the meat counter can be found on our website or by calling the Hotline number.”

For further information about the QSM, or to enquire about joining the Scheme, visit or call the Hotline on 0845 491 8787.


Notes to editors

The Quality Standard Mark Scheme for beef and lamb provides one of the highest levels of independently inspected assurance for meat in the United Kingdom. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality.

For further information, please contact HD Communications Limited:

Georgina Duff: T 01932 877245 E

Nicki Dallison: T 01932 877241 E

EBLEX is the organisation for beef and lamb levy payers in England and is a division of the Agriculture and Horticulture Development Board (AHDB).

It exists to enhance the profitability and sustainability of the English beef and lamb sector. Its aims are:

  • To help the beef and sheep meat supply chain become more efficient
  • To add value to the beef and sheep meat industry.  

The EBLEX Trade Marketing team supports businesses throughout the retail and foodservice supply chains for beef and lamb. From abattoirs and processors to wholesalers, independent and multiple retailers and foodservice operators, we work with businesses to improve their operational effectiveness and assist with beef and lamb product development, marketing and promotion. Visit our website. Twitter. Facebook.

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