1. Mike Whittemore Head of Trade Marketing AHDB Beef & Lamb Trade Marketing Strategy and Successes

2. Lamb Plan – Maximising Carcase Value Quality prime cuts Forequarter innovation Enhance lamb mince market Discover Lamb Beef Plan – Delivering Sustainability Premium steaks and roasts Alternative forequarter cuts Premium beef mince Enjoy Beef

3. The Carcase Value Providing new products from the forequarter, premium cuts from the hindquarter and enhancing the market value of beef mince, increases the value of the carcase, which, in turn, reduces the large percentage of beef sales sold as standard mince.

6. Trade Marketing Current Initiatives

7. 3 in 1 concept offers versatility on meal options: Traditional World Flavours Healthy Easy, quick cook steak options for, lighter, healthier meal concepts – Keeps steak on the menu! “I don’t want a burger or a steak….I want a lighter, healthier meal, but I still want beef… I love it!”

8. A range of cuts that meets consumer needs, providing the entire industry supply chain and the consumer with exciting, relevant products for the modern marketplace. The range not only includes the more traditional cuts but also includes a whole new range of alternative steaks such as the Denver, Picanha and Tender Top – offering great value and taste. Tender Top Steak – Thin Cut Traditional Thin Cut Steak Sandwich

9. Discover, tasty, easy lamb! Remind consumers, what they love about lamb – it is fantastically tasty and reassure them that lamb is surprisingly easy to cook. Added Value Enhanced specifications New flavours Creative marinades Glazes and rubs Fillings and stuffings Versatility “Lamb just doesn’t fit into my meal planning. But I used to love lamb, I just need some inspiration.”

10. Following recent consumer focus group research, two products in particular stood out with considerable consumer appeal and potential. Lamb Cannon3-Bone Rack “We want something for the barbecue” Try pulled lamb…

11. “I used to love steaks, but they are expensive and inconsistent.” Alternative Steaks – The Steak Revolution Consistent specification Affordable cuts Alternative value Steaks for every occasion

12. -Centre Cut Steaks- Bavette- Flat Iron Steak -Underblade Fillet- Ranch Steak- Club Steak -Porterhouse Steak- Denver Steak- Bistro Rump…. and others… …Increasing Carcase Value! Consumer Meal Options

13. It’s all about engaging and inspiring the consumer – burger bars are everywhere New Cuts, New Flavours, New Ideas - New Profit Potential! Chuck Burgers Brisket Burgers Rump Burgers Different carriers Thai, Mexican, Korean, Indian It’s all about flavour…

14. We developed the Mini Joint range to counteract the decline in the roast market. More affordable More versatile More menu opportunities “We rarely have a Sunday roast nowadays… it’s too big for just the two of us.”

15. The beef and lamb mini joint range is ideal for midweek meals, perfect for small families and empty masters and provides great menu options on foodservice menus Picanha Roast Portions Lamb Rib Eye Joint

16. Casserole and braising Continue to develop this market and build on what we have learnt. The potential for the Beef Shank is enormous! On-going Research and Testing

17. Current Research Initiatives

18. We've undertaken extensive research, in both the UK and European markets, looking at best practice in relation to serve-over counters The detailed findings are featured in a leaflet, which is available for you to take away with you today Serve-Over Counters

19. We took an in-depth look at summer lines, the burger market, barbecuing and what’s trending for 2016 The findings of this are highlighted in more detail in a leaflet, which is also available for you to take away with you today Summer Trends

20. The Consumer and the Trade

21. With all our marketing initiatives, we have to consider the consumer needs: Their attitudes Their purchasing habits Their lifestyles Their disposable income Their age and gender Their aspirations Innovation is vital to answer the demands of the consumer and drive the market for the future But – it has to make commercial sense….. ….. And it does! Let’s ask the trade….

22. Innovation The key to the future of the red meat industry!