MTJ launches Better Burger campaign

It’s an ill wind, as they say, that blows no good. However, the recent cloud over the contamination of certain beef products with horsemeat appears to have a silver lining – it is generating a positive, galvanising effect on the fresh burger market.

Consumers have been shaken out of their malaise of going cheap, cheap, cheap and the industry has been forced out of any complacency to respond to consumer desire for better quality, choice and value in a product that remains hugely popular.

Meat Trades Journal is encouraging the trend by launching our ‘Better Burger Campaign’. We’ve kicked off in time for the main burger season and we’ll continue our campaign with a monthly feature through until November when Bonfire Night remains a traditional focus for increased sales.

We’ll be reporting on the latest trends and developments in the market, obviously, to identify the best opportunities to respond to what consumers are now looking for.

We’ll be getting expert advice and tips from leading processors, suppliers, butchers and chefs on how best to exploit those opportunities.

We’ve enlisted the support of Eblex to look specifically at quality. They have specially developed a range of Quality Standard Gourmet Burgers, made from specific cuts from the carcase, which will demonstrate that by adding value to the product, it’s possible also to improve profitability – a key consideration not only for retailers but for everyone in the supply chain.

So I hope our readers will embrace Meat Trades Journal’s ‘Better Burger Campaign’ and respond to latest consumer demands to ensure that the beef burger retains its iconic status among Britain’s meat eaters.

Keep up-to-date and follow @MTJBetterBurger for the latest news.

Email Nicholas.Robinson@wrbm.com to talk about editorial opportunities.