Meat cutting and casserole work on show at IFE
Published:  23 March, 2015

The latest developments in meat cutting and the casserole and braising categories will be on show at the International Food and Drink Exhibition (IFE) this week.

Industry levy body Eblex will be demonstrating the latest research it has conducted in the thin cuts sector, as well as its work on the slow cooking cuts to around 30,000 visitors to the show at the ExCeL exhibition centre in London’s Docklands, from 22 to 25 March.

As well as showcasing the latest marketing materials, Eblex will be giving visitors the chance to sample products to get an idea of the versatility and capability of cuts that are often considered to be old-fashioned.

Mike Whittemore, Eblex head of trade marketing, said: “The IFE is the ideal opportunity for us to raise the awareness of the versatility and superiority of home-grown beef and lamb with meat trade buyers and suppliers from across the globe.

“Our work into thin cuts looks at their standing in the marketplace with shoppers, and we will have marketing material designed to educate consumers available at the IFE. Similarly, our research into casserole cuts focuses on understanding today’s consumer needs concerning slower cook methods. This research, along with new product development work, will also be on the stand.”

IFE will also host the stage for the Tri-Nations Butchers’ Challenge. The Eblex-backed GB team will be selected at the event, as hopefuls from across the country brandish their knives on Wednesday (25 March) to prove they are worthy of a place in the final six.

Whittemore added: “Having the Tri-Nations team selection run on the Wednesday will be a particular highlight of the exhibition. We continually support the butchery industry, and the IFE will be a great chance to showcase the skills of modern British butchers to a global audience.”