Pubs invited to join beef and lamb push

Pub chefs are being invited to sign up to a new initiative aimed at increasing sales of beef and lamb and underling the meats' quality during the first months of 2010.

The Fresh Start scheme from EBLEX (the English Beef & Lamb Executive) offers a kit aimed at enticing customers to opt for Quality Standard beef and lamb from the menu.

Including posters and menu highlighters to help promote specials, as well as recipe cards, all material is branded with the Quality Standard Mark showing customers that the beef and lamb served is sourced from a fully assured supply chain - ensuring high standards of animal welfare and resulting in consistently tender and succulent meat.

The kit includes ideas for alternative steak cuts developed by master butcher Dick van Leeuwen and master chef Pierre Koffmann. Thanks to seam butchery methods, the range offers caterers a chance to really differentiate their menus with competitively priced steaks - and benefit from improved profitability.

Hugh Judd, EBLEX foodservice project manager, said: "The New Year heralds a fresh start for caterers as consumers look for better value for money and meals with a difference after the excesses of Christmas.

"Our 'fresh start' promotional material will not only help caterers meet this demand, but also provide assurances of the quality and provenance of the beef and lamb being served."

The Fresh Start promotional kit is only available to caterers that are members of the EBLEX Quality Standard scheme.

To order a kit or to register for the scheme and benefit from future promotions and marketing material call 0845 491 8787 or visit www.eblextrade.co.uk