WITH consumers turning back to independent butchers after previous years of decline in their numbers, Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched a new free magazine to help inspire consumers to make the most of the high-quality meat available from their high-street butchers’ shop.

During the 1990s and early 2000s, the number of independent meat retailers across the UK halved, but numbers have since stabilised as a new breed of butcher combined traditional skills with product innovation to carve out a distinctive niche on the high street.

Many in Wales are part of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club, an association of high-quality retailers who are committed to sourcing local PGI-accredited produce, who receive exclusive point of sale materials from the red meat promotional body.

In addition to the usual posters and leaflets, HCC has now invested further in independent butchers by launching a new magazine, Meat on the Bone, which contains seasonal recipes such as barbecue marinades, information on the health benefits of red meat, and celebrity features.

“Consumers enjoy visiting independent butchers because it’s very much a value-added experience,” said HCC marketing officer Kirstie Jones.

“They can get advice on how to prepare and cook their meat, as well as try convenient oven-ready preparations that modern butchers excel in.”

She added: “Our new magazine, available at shops that are members of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club, contains a range of delicious recipes.

"We’re also really pleased to include articles from TV barbecue guru Chris Roberts, as well as rugby international Elinor Snowsill, who explains how meat is a great part of a healthy balanced diet.”