Caithness butcher boasts new Scotch Butchers Club branding
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As part of the relaunch of the Scotch Butchers Club (SBC), Harrold Brothers, located in Wick, will be showcasing the club’s new branding, marking a new era to support independent butchers to take a leading role as the Champions of Scotch.
The new branding at Harrold Brothers, a family-owned business that celebrates 50 years of trading this month, reflects the redirection of the SBC to better support the industry to share and promote the impressive provenance, welfare and environmental credentials of Scotch Lamb PGI, Scotch Beef PGI and Specially Selected Pork.
Neil Harrold, second-generation butcher and owner of Harrold Brothers, said that the modern branding of the SBC will provide additional confidence to customers: “The new modern branding certainly reflects the craftsmanship of our trade and will assist in appealing to a wider audience.
“It important to us to be part of the Scotch Butchers Club as it means we have access to support in advertising and promotional material that helps us sell the benefits of Scotch.
“Our customers are really passionate about Scotch and each week we get questions about provenance. It’s about confidence, and when a customer comes into Harrold Brothers, they can walk away knowing exactly where their beef, lamb and pork are from.”
As part of the relaunch, SBC will be focusing on actively engaging members, suppliers, and customers to build a greater sense of community.
As well as access to the new branding and promotional materials, members will benefit from:
- Brand guidelines providing instructions on brand usage for members
- Meat Club webinars with guest speakers and practical demos
- A knowledge transfer mentoring programme
- Future of Meat quarterly global insights
- A virtual master butcher competition
Improved social media presence including butchers "how to" videos and industry Facebook and WhatsApp groups
Lesley Cameron, director of marketing and communications, said: “This year, butchers have taken on a greater role in our everyday lives, prompting an increase in footfall to butchers’ shops around the country as consumers took a welcome increased interest in the provenance of the beef, lamb and pork they were buying.
“The Scotch Butchers Club rebrand is a renewed opportunity for our butchers to showcase to customers the impressive combination of traditional skills and innovation that the modern butcher’s business represents, while protecting the integrity of the Scotch label.”
A dedicated Scotch Butchers Club website will also soon follow for consumers to visit for recipe inspiration and handy hints and tips for shopping and cooking with Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork.
For more information on Scotch Beef, Scotch Lamb and Specially Selected Pork, or to find out more about the Scotch Butchers Club, visit www.scotchkitchen.com
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