IN MARKET GROWING DEMAND The Greatest Butcher Ken’s the greatest on Your Block campaign highlights butcher onhisblock 1,111 butcher shops participated in the campaign 5% increase Ken Barritt from Ken’s Kepnock Butchery had the most customer entries in the Greatest Butcher on Your Block competition. of foot traffic into butcher shops B utcherKen Barritt “I believe what made this year’s ofBundaberg, competition so successful was the Queensland has ability to win instantly – it provided becomea local legend. customers with extra incentive 15% increase to enter and I loved seeing how His traditional‑style butcher shop, excited they were when they won.” in beef sales Ken’sKepnock Butchery, has been mmunity icon for the past 24 Ken saw beef and lamb sales a co increase during the campaign years but business is even better period, with most customers thans tok MLA’s The Greatest choosing to come in each day and Butcher on Your Block campaign. purchase red meat rather than Ken’s customers also have good bulk‑buying. 9% increase reason to smile – 117 of them (out “Steaks, sausages and mince are of 1,155who entered the campaign my top‑selling products and they in lamb sales competition) won barbecues. literally ran out the door. The campaign, which ran from spring “I’ve been involved with MLA’s “With customers coming in every 2019 to summer 2020, saw new and Australian Butchers’ Guild day to buy what they needed lapsed shoppers (those who had promotions for the past six years – for dinner, I was able to develop previously shopped at independent it’s a great opportunity to promote relationships with my customers, butchers but turned to other outlets) beef and lamb and also reward my which really increased loyalty.” head to their local stores to meet the customers,” Ken said. Ken believes quality over quantity butcher on their block. “It was really easy to implement, as has helped him build a successful As well as stocking up on red meat and all the promotional material was business and gain long‑term loyal recipes, shoppers also had the chance sent straight to my door.” customers over the past 24 years. to win one of two 2021 Tokyo Olympic When it came to getting customers “The quality of the meat is the Games VIP experiences and hundreds to enter the competition, Ken had most important part and I thank of barbecues. a few tricks up his sleeve. producers for the work they do to Stay tuned to see how MLA will “I briefedmy staff onhow the ensure Meat Standards Australia continue to hero butchers and build on competition worked, so everyone criteria are met. these campaign results. ■ was on the same page and could “I spend a lot of time sourcing my tell our customers all about red meat to ensure my customers Doug Piper it when they purchased beef E: dpiper@mla.com.au only receive the best. This quality or lamb. keeps my customers coming back For more information on what’s “I alsoadh a couple of iPads for more.” ■ happening in the independent in‑store so customers could fill out retail butcher sector, visit: their details and find out then and Ken Barritt australianbutchersguild.com.au there if they had won a barbecue. E: ken_65@mail.com 39