The Livestock Auctioneers' Association Limited (LAA)

Butchers back campaign for market sourced meat

4th July 2013

A campaign to promote meat that has been sourced from British livestock markets has received the backing of butchers and their customers.

The Livestock Auctioneers Association produced a poster for butchers to display in their shop windows to promote market sourced meat and to reassure their customers about traceability.

Malcolm Pyne, of Pynes of Somerset, in North Petherton, said his customers expected to know where the meat has come from, and the poster campaign was useful in reassuring them.

"The horse meat scandal caused a large increase in trade, and while this has died down a bit, it is still well and truly up on what it was before. Also people expect to know which farms the meat has come from and we can reassure them of that," he said.

"Our relationship with the livestock markets is an important part of our business. We support the market and they support us," said Mr Pyne, who sources part of his supply from Sedgemoor market.

Tim Potter, of Tim Potter Butchers, in Wellington, Somerset, who sources his meat from local farms via the livestock market, said he has displayed the LAA poster in the front window of his shop, and it had attracted a few comments from customers.

"Our customers like to know that their meat is sourced locally and they expect a high standard. I think it is a very good poster, and certainly helps to get the message across," he said.

Chris Dodds, Executive Secretary of the LAA, said there had been a very positive response throughout the country from butchers who sourced their meat from the markets.

"Butchers throughout England and Wales have been telling us about the positive response from their customers to the posters. The horsemeat scandal has had the effect of making people more concerned about sourcing, and has driven trade to the butchers who are considered to be reliable on sourcing.

"The LAA wants to make sure consumers are aware that the markets are a reliable source of good value, high quality meat, and that in supporting butchers and wholesalers who source from the market, they are supporting local farmers and the rural economy as a whole," he said.

"The transparency of the market system ensures a fair price for both buyer and vendor, and modern market facilities are second to none in terms of welfare and hygiene, and run by highly trained staff," he said.