‘Fresh start’ promotion to boost beef and lamb sales in 2010

Fresh Start is a brand new promotional initiative that has been specifically designed to help increase sales of during the early months of the year. EBLEX scheme members will benefit from a kit to help entice customers and get the year off to a profitable start. The kit is packed with materials designed to boost sales by encouraging customers to choose beef and lamb from the menu, including posters and menu highlighters to help promote specials. All items carry the Quality Standard Mark to show customers that the beef and lamb served is sourced from a fully assured supply chain. Also included in the kit is a selection of lamb recipe cards to add variety and interest to menus. Featuring cuts that are in plentiful supply at this time of year, the inspirational recipe ideas will help caterers produce tasty dishes which also offer exceptional value for money. For beef, there are tips covering alternative steak cuts developed by master butcher Dick van Leeuwen and master chef, Pierre Koffmann. The range offers an array of unique flavours and textures to suit all tastes and thanks to seam butchery methods, means caterers can differentiate their menus with competitively priced steaks – and benefit from improved profitability. Hugh Judd, EBLEX foodservice project manager, said: "The New Year heralds a fresh start for caterers as consumers look for better value for money and meals with a difference after the excesses of Christmas. Our 'fresh start' promotional material will not only help caterers meet this demand, but also provide assurances of the quality and provenance of the beef and lamb being served." The Fresh Start promotional kit is only available to caterers that are members of the EBLEX Quality Standard scheme. To order a kit or to register for the scheme and benefit from future promotions and marketing material contact the scheme hotline 0845 491 8787 or visit www.eblexfoodservice.co.uk