11th February 2009

ASDA Launches Scotch beef on Butchers counters

All of the serviced butcher counters in ASDA stores in England and Scotland are set to sell and be branded with a range of Scotch Beef this month.

The move, which will see 23 of the supermarket’s full service butcher counters donning distinctive blue branding, presenting a high quality product backed up with high quality service.

Laurent Vernet, Head of Marketing for QMS, said: “This is a great opportunity for Scotch Beef as it ticks all the boxes for how we would like the product positioned to consumers, addressing people’s endeavours to reduce wastage and getting best value for shoppers.

“It helps those customers who are looking for particular products to buy to identify what and exactly how much they need, which is important when people are trying to cook well on a budget.

“The move also enables those less confident in how to cook certain cuts of beef to get help and support from the counter staff.

“It’s a great vote of confidence in the work by Scottish farmers to produce a product that is feted throughout Europe and offers world-leading levels of traceability, assurance and welfare standards.”

Sign up for the latest news and views