National Butcher’s Week, running from 24-30 March 2014, aims to highlight the skills and knowledge of high street butchers. This year’s campaign is aimed at the younger generation, who might not be confident about buying from a butcher.
Philippa Gill of Meat Promotion Wales, the body promoting Welsh lamb, said, “Butchers have an important role to play when it comes to educating the younger generation about cuts of meat and how to cook them. Fast food and microwave dinners are too often meals of choice for young people and lack of familiarity with specific cuts and how to prepare them is one of the factors feeding into this.
“Any butcher will be able to tell you the exact farm his stock is sourced from, which gives consumers the ability to buy with confidence.”
Martin Player, a butcher of 26 years’ experience, added, “I think people care a lot more now about where their food is from and young people should not be missing out just because they are intimidated about visiting their butcher. When customers ask where my meat is from I just point to my board which lists the origin of each product.
“All of my Welsh Lamb is PGI approved so I know it is sourced from Wales where farms have some of the highest standards of animal husbandry in the world. The lambs are tagged from birth so they can be identified as belonging to a specific farm and traced at every stage of the production process. It is this traceability and guarantee that the lambs have been reared on lush Welsh pastures which ensures the unique quality of meat I serve to my customers.”