Butcher’s Selection pays off for Asda

Asda has seen a “significant” increase in meat sales following the decision to convert in-store butchery counters to carry the Butcher’s Selection branding, according to the company’s senior red meat trader Jim Viggars.

He said: “We’ve converted 28 of our in-store butchery counters to the Butcher’s Selection branding in the last four months of 2011, with the remaining 25 due to be converted in 2012. Not only have sales increased, but waste has been reduced too, down by 2%.”

On top of that, Asda has introduced Wagyu-sired beef to its butchery counters, Viggars told more than 300 farmers at a recent Asda/ABP BeefLink producer meeting at Ludlow.

“This is giving Asda stores a real point of difference to our competitors and has been exceptionally well received by consumers,” he added.

Consumer perception of the quality of Asda’s meat offer has also improved following the launch of the new brand, he said, and the evidence was showing in the sales: “The initial drive of the Butcher’s Selection range on steaks saw Asda secure market-leading growth in rump and sirloin steak sales too.”