Shy shoppers are neglecting butcher’s best bits
When it comes to making the most out of meat, new research from Morrisons reveals that we don’t know our sirloin from our shank or our ribs from our racks, settling instead for more common cuts for everyday dishes. And, rather than learn from the best about chumps for the BBQ and rumps for grilling, we’re too embarrassed to ask for help despite an appetite for new things, as shown by a significant rise in the popularity of in-store recipe cards.
In fact, the average UK shopper is predictable when it comes to meat, continually returning to classic staples like beef mince. So while the typical UK home cook may be a dab hand at knocking up decent spaghetti bolognese, traditional dishes like hotpot and dumplings or hearty stews are, as a result, under pressure.
But that’s not all, the survey also reveals that, while shoppers could be in the dark about the choices available to them, they can be reluctant to ask the butcher for advice. Whether it’s because they’re unlucky in love and worried about asking for a steak for one (which 63% of butchers believe is the problem), they’re nervous that they’ll be exposed for knowing next to nothing about the range of meat on offer (an explanation for 55% of butchers), they’re unsure of how much a butcher’s cut will cost (which just over half of butchers believe is true) or because they genuinely don’t know what to ask for (the reason according to 50% of butchers), people can have second thoughts about talking to a butcher.
Roy Craven, Morrisons Master Butcher comments “We’re a passionate bunch about fresh food at Morrisons and many shoppers may be surprised to realise that our fully trained butchers are bursting with facts and information on the affordable and tasty cuts that are on offer. We can advise on anything from fore ribs for roasting to pork bellies and lamb ribs for marinating, so there’s really no excuse to get into a complete stew when you’re attempting a lamb casserole!”
The poll was conducted to mark the launch of a new TV ad campaign featuring Morrisons in-store butchers. Luckily, Morrisons has come up with the solution to the problem of customers being apprehensive of approaching a butcher: a new online virtual butcher who can help those who want more from their meat but are too embarrassed to ask for it. The online butcher is the perfect opportunity for shy shoppers to practice their counter chat while getting information in advance on correct portions, pricing and the provenance of 100% British fresh meat. All of which is available to consumers by visiting www.morrisons.co.uk/askthebutcher .