LAA backs farmers and butchers to promote "Local Market Sourced" meat

15th April 2013

The Livestock Auctioneers Association has produced a poster for butchers to help promote meat that has been sourced from local livestock markets and reassure consumers about traceability.

The poster, which will be available for butchers throughout Britain to display in their shop windows, aims to inform customers about the provenance and quality of the meat they are buying.

Chris Dodds, Executive Secretary of the LAA, said that with growing concern among consumers about sourceability, his organisation wanted to give their backing to farmers, butchers and wholesalers who used livestock markets.

"From the consumers' perspective, meat that has been sourced from their local livestock market, is traceable, high quality and value for money. We wanted to help ensure that consumers are aware of the benefits of buying their meat in this way, at the same time giving our support to those in the rural economy who use the markets," he said.

Gwyn Williams, Chelford-based partner at Frank Marshall LLP, said: "Markets are a major contributor to the rural economy. They provide an important link between farmers, butchers and the consumer. It's important to recognise that those butchers and wholesalers who buy out of the markets are able to give the full provenance and traceability of all their stock.

"Modern market facilities are hygiene friendly, and staff are fully trained in welfare and handling. The markets themselves are an intrinsic part of the rural economy, and represent the best of our rural traditions, as well as providing a fully transparent and, most importantly, competitive pricing mechanism."

Samuel Howarth of Hartshead Meats, Mossley, Gt Manchester, has been a regular user of Chelford Market for the last 40 years, and supplies up to 100 butchers in the area.

"Chelford is our local market and I use it because I like to support it and I like to support local farmers. I can also rely on stock quality and maintain that same quality to all our customers," he said.

"Traceability is a big issue and more and more of our customers like to know where the meat comes from. These posters will help put the consumers in touch with the source of the meat which is reassuring for them and healthy for the industry as a whole," he said.

Tony Boon, of Chelford-based independent butchers AJ Boon Ltd, said he bought all his lambs from the local market.

"We're a family firm which has been in business for 30 years and we have always supported our local market. The advantages for me are that you can buy what suits the job, in terms of weight and quality.

"We have a very loyal customer base who trust us to get the best, so sourceability is an important issue," Mr Boon said.

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