Best-in adds fresh impetus

Bestway Wholesale is launching a range of fresh butchery products aimed exclusively at independent convenience retailers as the group extends its Best-in own label range into meat and poultry for the very first time.

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The new fifteen-strong product range is available in fixed-weight, colour-coded packs covering the four main butchery groups of beef, pork, lamb and chicken and includes all the best-selling lines from whole chickens to meatballs. Each pack also includes country of origin, sell by date and a competitive price mark with an average retail margin of around 30%.

Steve Carter, Chilled Category Controller at Bestway is encouraging retailers to get behind the new Best-in range but more importantly the chilled category in general, pointing to the fact that more consumers are making healthier choices in convenience meaning that independents really need to start thinking about their fresh and chilled offering.

“If you look at the smaller format stores from the multiples, the first category you come across when entering these stores is chilled and fresh. That’s simply because more and more shoppers are looking for fresh meal solutions in convenience. Two out of every three baskets in convenience now contains chilled products and retailers need to be offering solutions that satisfy consumers NOW and for the next 24 hours. Getting behind fresh pizza, butchery, vegetables and salads for tonight are just examples of how convenience is changing and retailers have to be ready to meet these changes.”

But Carter is realistic when saying that wholesalers also have a role to play in ensuring that the right products and formats are available to retailers. “In the past wholesalers have left fresh meat and poultry to the larger supermarkets as that is where the shopper was purchasing.”

www.bestway.co.uk