trade marketing - home - ahdb beef &...
TRANSCRIPT
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