Daily Mail urges butchers to join high street drive
Published:  11 April, 2013

A national newspaper has approached the National Federation of Meat and Food Traders (NFMFT) in a  bid to help further improve footfall in butchers’ shops following the horsemeat issue.

The Daily Mail approached the NFMFT with regards to a ‘Support Your Local High Street’ campaign, which is to appear in the Daily Mail in May. According to the Federation, the Daily Mail is keen to help "underline the importance of independent butchers in the local high street", and the paper felt very strongly about this. As a result, the newspaper will print a £5 voucher to be redeemed "at your local butcher".

It is a "perfect opportunity" for members to promote themselves, said the Federation, which added that the recent horsemeat scandal had dented customer confidence in the supermarkets. Since the barbecue season is approaching, this could help boost sales of sausages and burgers, it added. Butchers can "reassure customers that their products are made by a trusted craft butcher", it said.

The promotional offer will use an NFMFT token, printed in the paper, which readers can cut out to present to participating members. The token allows £5 off a purchase, when customers spend £25 or more.

It will be seen by four million readers and will be promoted on the front page of the newspaper, as well as online.