Chester butcher wins Eblex lamb competition

A Chester butcher has won £1,000 in an Eblex lamb display competition.

Vaughan’s Family Butchers’ in Penyffordd in Chester won the award for creating an eye-catching display in its counter using new, alternative cuts of lamb.

Butcher Steve Vaughan placed branded cabinet cards and a recipes book on the counter to help show customers how the meat, which included a saddle of lamb as the centrepiece, with stuffed shoulder and lamb rumps, should be cooked.

Vaughan, who said the display had been a collaborative effort with his wife Helen, said that he would use the cuts again as they had proved so popular. He said: “We actually sold every single lamb cut we’d prepared. We decided to put another selection of cuts on sale the following day and those sold out too. It just goes to show that by trying something different and making it stand out, customers are encouraged to make a purchase.”  

Eblex’s retail project manager Mike Whittemore, who presented the cheque, said: “Vaughan’s did a great job with their lamb display and really demonstrated effective use of the materials. The ‘discover lamb’ kit was designed to help butchers drive sales of alternative cuts of Quality Standard lamb at a time when consumers were switching to other meats as a result of increasing prices. Vaughans certainly saw a significant increase in sales, having sold all of their alternative lamb cuts two days in a row, which is a fantastic result.”