Bidfresh’s Countrywide Butchers Make Meat a Treat

Chefs can maximise the potential of meat on the menu while still catering for customers who are looking to reduce their consumption, says hospitality fresh produce specialist Bidfresh.

In the face of Veganuary and the recent flurry from advocates of plant based foods, the business is launching a new national brand for its premium meat range, Countrywide Butchers, and using National Butchers Week, from 11-17 March, to spotlight the wide range of meat and added value services available to chefs.

Stephen Oswald, CEO of Bidfresh, said, “We’re very proud to launch Countrywide Butchers, enabling us to bring the finest quality meat and the skills of our specialist catering butchers to chefs on a nationwide basis.”

The new brand brings together products and expertise from the four regional specialist butchers within the group – Campbell Brothers, Henson Meats, Knight Meats and Williams of Flint – to supply national accounts. These businesses currently work with over 2,500 chefs in hotels, restaurants, pubs and other catering business across the UK.

As well as the hospitality industry’s widest choice of sustainably-sourced meat and game, services also include preparation by specialist butchers to customer specifications, along with cooking information, menu consultancy and a range of additional support.

Laurence Tottingham, Development Chef for Oliver Kay Produce, sister company of Countrywide Butchers and part of the Bidfresh group, says: “The trend towards consumers eating less meat, especially amongst the younger demographic, has been well publicised and we know from conversations with our customers that many chefs in hotels, restaurants and pubs are looking at ways to address this issue.

“We’re using National Butchers Week and the launch of the Countrywide Butchers brand to help our customers focus on the positives. For consumers taking a ‘flexitarian’ approach to their diet, meat becomes more of a treat, and so we can help chefs emphasise the premium quality of the meat on their menu.”