IN MARKET GROWING DEMAND PUTTING BUTCHERS BACK ON THE MAP Jessica Rowe (centre) interviewed butchers from across the country, to encourage shoppers to get to know the people behind the meat cabinets. B ringing the local butcher MLA’s Business Manager – Retail and she helped tell their stories of local back to the top of shoppers’ Corporate Butcher, Doug Piper, said community, sustainability and nutrition. minds was the focus of consumer research shows butchers areJessica hit the road, interviewing 12 The Greatest Butcher on Your a trusted source when it comes to red meat and a vital part of the supply chain.butchers across the country to raise Block campaign, run by MLA with awareness about the positives of eating support from the Australian Meat “Butchers are an important pillar in everyred meat, prompting consumers to head Industry Council. community,” he said. to their local butcher and get to know the people behind the meat cabinets. The campaign, which set out to “They proudly showcase reconnect shoppers to their local butcher,Australia’s produce and The series of 12 videos, titled contributed to a 15% increase in beef ‘A Butcher’s Tail: Meat the Masters’ sales and a 9% increase in lamb sales.provide shoppers with reminded consumers of Australia’s rich information on how to cook and proud meat history and highlighted The campaign was developed in the underused resource of the response to declining sales for and store red meat and local butcher. independent retail butchers as a how to choose the right cut result of: “Jessica is a great storyteller and • fewer households purchasing meat for the occasion.” someone who shoppers can easily relate to, so she created plenty • shoppers purchasing meat less To bring the butcher out from behind of media attention, including on frequently the counter, MLA partnered with prime‑time television programs such • shoppers favouring supermarkets foraward‑winning journalist Jessica Rowe.as The Morning Show and Studio 10,” ease and convenience. As the face and voice of local butchers,Doug said. 38