Australian Butchers' Guild Newsletter October 2013

OCTOBER 2013

00

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER OCTOBER 2013

For all your Australian Butchers’ Guild enquiries please contact

AUSTRALIA

Stephen Pocock Trade Marketing Manager T. 03 9249 9510 M. 0411 680 506 E. spocock@mla.com.au

NSW/ACT

Matthew Carmody State Program Manager T. 02 9463 9358 M. 0411 680 507 E. mcarmody@mla.com.au

VIC/TAS

Michael Tan State Program Manager T. 03 9249 9593 M. 0408 385 873 E. mtan@mla.com.au

QLD/NT

Gary McPherson State Program Manager T. 07 3620 5211 M. 0411 680 515 E. gmcpherson@mla.com.au

SA

Brett Atkinson State Program Manager T. 08 8471 5800 M. 0411 680 519 E. batkinson@mla.com.au

WA

Rafael Ramirez State Program Manager T. 08 9209 2890 M. 0408 083 014 E. rramirez@mla.com.au

Meat & Livestock Australia Limited (MLA) Level 1, 40 Mount Street North Sydney NSW 2060, Australia T. +61 2 9463 9333 F. +61 2 9463 9393 W. www.mla.com.au

With the relaunch of the Red Meat Networking Club (RMNC), under the new name Australian Butchers’ Guild. The printed newsletter will now be sent out via a monthly eNewsletter.

The eNewlsetter will continue to deliver cutting edge information, tips and up to date marketing ideas to assist you in driving your business forward.

CONTENTS 4 STATE WRAP UP 6 Q U A R T E R LY PRICING 10 AUSTRALIAN BUTCHERS’ GUILD 12 TRI-NATIONS BUTCHERY COMPETITION 13 SUMMER BEEF ROADSHOW 14 FORMAL ENTERTAINING

04

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

NSW & ACT

WA

Have you ever thought of branding on your meat tickets or labels?

Your shop has a name, your meat generally comes from the same region, so why not use this information to tell your customers about what you are providing for them rather than just having a generic meat cut on your tickets.

Brand marketing works for many products and it does not exclude meat. Do some research and use the story behind the brand to promote it to your customers. There are quite a few butchers using this type of marketing, this can create consumer loyalty to the brand.

The RMNC would like to thank AMIC for another fantastic Sausage King Competition and would like to congratulate all finalists and category winners. We wish you the very best in the National finals.

BBQ season is just around the corner. Keep your eye out for the new BBQ offer and point of sale that will be out to you soon. MLA has relaunched its independent butcher’s networking club, The Red Meat Networking Club (RMNC), under the new name Australian Butchers’ Guild.

You should have received your invite by now, so please make sure you have RSVP’d to secure your booking.

OCTOBER 2013

05

QLD & NT

The weather is heating up indicating barbecue season is well and truly upon us.

Volume five of the beefing up your profits has a great range of products suitable for the barbecue including the popular Bondi burger (Bribie burger for Queenlanders).

This book has a great range and variety giving your customers a change from steak, chops and sausages.

If you dont have this manual and would like a copy please email gmcpherson@mla.com.au and I will arrange one to be sent out to you.

In March 2014 we will be hosting a paddock to plate tour at Tipperary Station NT. This tour is open to NT and QLD butchers.

VIC & TAS

SA

Marcus Vermey owns Vermey’s Quality Meats, Sandy Bay Tasmania. Established 50 years ago by his father Bill, Marcus took over in 1998 and ensures that the Vermey legacy continues by having talented support staff that includes his wife Rachel. Marcus recognises the growing movement of consumers interested in the origins of their food and so teaches at the Agrarian Kitchen, a sustainable, farm-based cooking school. The school is considered by Australian Traveller Magazine, Best Gourmet Experiences in Australia. Marcus’ classes include; Mutton Dressed as Lamb and All Beefed Up that promotes total carcass utilisation and how to cook the cuts into fantastic food dishes.

Upon visiting various outlets over the past few weeks, it’s great to see the high level of presentation and innovative products in both beef and lamb. Even the foodservice industry has been inspired by the humble leg of lamb during this spring season, with butterfly, easy carve, even breaking it down into the knuckle. So look out, there might be some eager customers asking questions!

For the Limestone Coast retailers don’t forget our regional campaign delivery will be held on 30th October at The Barn in Mt Gambier. Ensure you reply back to me asap on 0411 680 519 or batkinson@mla.com.au it would be great to see you there.

06

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

Q U A R T E R LY P R I C I N G Butcher Sales Improve Year-On-Year

GARY’S QUALITY MEATS

Over the September quarter, butchers generally reported that their sales improved for beef, lamb and chicken, while remaining stable for pork, compared with the same quarter in 2012, according to MLA’s survey conducted by Millward Brown.

OCTOBER 2013

07

MSA BEEF APR-JUN 2013

Respondents

JUL-SEPT 2013

DIFF %

181

193

5.5

Beef Rib Eye/Cube Roll

33.33

31.97

-4.1

Beef Round/Knuckle

15.07

14.78

-1.9

Beef Sirloin Steak

29.21

27.96

-4.3

Beef T-Bone Steak

22.25

22.2

-0.2

Beef Rump Steak

21.07

20.62

-2.1

Butt Fillet

39.61

38.46

-2.9

Beef Blade

13.34

12.7

-4.8

Beef Diced

14.76

14.63

-0.9

Beef Stir Fry

16.76

16.84

0.5

Of the 325 butchers that responded to the survey over the quarter, 38% noted ‘very good to excellent’ beef sales compared with 32% the same time last year. Despite this, there was a decrease in the percentage of respondents noting ‘good’ sales (38% compared with 48% last year) and an increase in those reporting ‘fair’ sales (20% compared with 14% last year).

For lamb, 33% said their sales were ‘very good to excellent’, a 10% point increase on last year’s results.

Pork sales for the quarter were relatively stable on last year, with 22% reporting ‘very good to excellent’ volumes, down 2 percentage points on the September quarter 2012.

According to the survey results, chicken outperformed all other meats during the quarter, with 44% of butchers surveyed stating their sales were ‘very good to excellent’, up from 31% last year.

There were some price movements throughout the September quarter

compared with the June quarter.

Non-MSA beef prices were mixed, with sirloin and steak cut prices easing or remaining unchanged, while prices lifted by 1-2% for mince, sausages and diced or stir fry cuts.

On a year-on-year basis, non-MSA beef prices were 2-5% higher. Lamb prices generally remained unchanged, but eased by 1% on the June quarter for chops, and increased slightly for easy carve lamb legs and mini roasts.

On a year-on-year basis, lamb prices eased, with the exception of cutlets, chumps, shanks and mini roasts.

Interestingly, despite the relatively positive sales results over the quarter, when respondents were asked to describe the state of their business performance most of the time, 18% noted ‘thriving’, 54% said ‘doing ok’ and 27% said ‘usually slow or struggling’. These results were not as positive as those recorded the same time last year.

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AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

NON-MSA BEEF APR-JUN 2013

JUL-SEPT 2013

DIFF %

Respondents

350

325

-7.1

Beef Rib Eye/Cube Roll

30.4

29.62

-2.6

Beef Round/Knuckle

15.01

14.91

-0.7

Beef Sirloin Steak

27.14

27

-0.5

Beef T-Bone Steak

21.15

21.29

0.7

Beef Rump Steak

20.95

20.99

0.2

Butt Fillet

35.94

35.77

-0.5

Butt Silverside-Corned

10.89

10.88

-0.1

Butt Silverside-Fresh

12.43

12.35

-0.6

Beef Blade

12.96

13.09

1.0

Beef Mince (Regular)

9.21

9.8

6.4

Beef Mince (Premium)

12.13

12.24

0.9

Beef Diced

14.07

14.31

1.7

Beef Stir Fry

15.92

16.06

0.9

Beef Sausage (Regular)

8.81

8.87

0.7

Beef Sausage (Premium)

11.5

11.67

1.5

Veal Schnitzel

25.73

27.85

8.2

Veal Stir Fry

21.42

24.53

14.5

Veal Roast

17.59

18.73

6.5

APR-JUN 2013

JUL-SEPT 2013

DIFF %

Diced Chicken

14.54

14.43

-0.8

Stir Fry Chicken

14.96

14.88

-0.5

Whole Chicken

7.48

7.42

-0.8

Chicken Breast

14.31

14.06

-1.7

Chicken Wings

4.94

4.76

-3.6

Chicken Legs

6.19

6.03

-2.6

Chicken Thighs (Boneless)

12.75

12.74

-0.1

CHICKEN

OCTOBER 2013

09

LAMB APR-JUN 2013

JUL-SEPT 2013

DIFF %

Lamb Cutlets

34.12

33.99

-0.4

Lamb Forequarter Chops

12.69

12.62

-0.6

Lamb Chump

18.98

18.72

-1.4

Lamb Loin Chops

20.56

20.42

-0.7

Lamb Shanks

11.23

11.16

-0.6

Easy Carve Lamb Leg

16.37

16.59

1.3

Lamb Mini Roast

20.05

20.61

2.8

Diced Lamb

20.1

20.08

-0.1

Lamb Leg Roast

12.45

12.36

-0.7

Lamb Mince

15.64

15.77

-0.8

APR-JUN 2013

JUL-SEPT 2013

DIFF %

Pork Loin Cutlets

18.77

19.55

4.2

Pork Mince

13.17

13.33

1.2

Pork Stir Fry

15.72

16.06

2.2

Pork Scotch Fillet

16.35

16.23

-0.7

Roast Pork Leg

10.94

10.8

-1.3

Diced Pork

14.55

14.48

-0.5

Ham (Sliced)

22.2

22.46

1.2

Bacon

15.16

15.24

0.5

Pork Chops (Loin)

16.02

15.76

-1.6

Pork Chops (Forequarter)

10.43

10.34

-0.9

MLA collects prices over the last three months from a sample of butchers in NSW, Vic, Qld, SA and WA. The tables provided show the average prices collected in the September quarter.

PORK

10

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

Recapturing the ancient art & history of butchery Meat & Livestock Australia (MLA) has relaunched its independent butcher’s networking club, The Red Meat Networking Club (RMNC), under the new name Australian Butchers’ Guild.

The independent butcher channel is evolving with the rise of newer formats at both ends of the market.

Our aim is to build a fraternity for butchers where ideas can be shared and where butchers go back to being seen as true artisans and the fulcrum of the community.

OCTOBER 2013

11

Australia’s independent butchers are pursuing growth opportunities by improving the fresh meat shopping experience and looking for ways to differentiate their meat offer through value adding and product positioning statements.

To be able to continue to support the independent retail sector, the new Australian Butchers’ Guild must continue to be seen as a relevant resource for information and needs to engage with the sector in an appropriate voice and to be able to promote independent retail butchers as sustainable, professional and skilled lamb & beef retailers.

The aim of the Australian Butchers’ Guild is to bridge the gap between farm and shop and to support the continuing meat-education of independent butchers with annual activities comprising of industry supply chain tours, tours to innovative & aspirational butcher stores, value adding master classes and skills workshops.

Over 53% of independent butchers are already members with access to extended in-store marketing and promotional programs and value adding master classes rated as the major benefits of joining the guild. The Australian Butchers’ Guild will launch new and improved educational resources, trade nights, in-store marketing materials, networking opportunities and tours.

Existing members of the RMNC will have automatic membership of the Australian Butchers’ Guild and we look forward to welcoming new members. For more information please email butchers@mla.com.au

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AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

aussie

OCTOBER 2013

13

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

14

FORMAL ENTERTAINING Beef Chermoula

Beefing Up Your Profits Vol. 4

The tang of coriander and chilli bring a hint of Algeria to this delicious roast or BBQ.

INGREDIENT MSA Roast Beef

DESCRIPTION Rump Cap, Denuded

Olive Oil Lemon Juice Chilli Sauce

Sweet

Chilli Flakes

1

2

4

10

20

UNIT

UNITS

UNITS

UNITS

UNITS

900g

1.8kg

3.6kg

9kg

18kg

20ml

40ml

80ml

200ml

400ml

20ml

40ml

80ml

200ml

400ml

20ml

40ml

80ml

200ml

400ml

0.5g

1g

2g

5g

10g

Coriander

Chopped Coarsely

20g

40g

80g

200g

400g

Garlic

Crushed

10g

20g

40g

100g

200g

Black Peppercorns

Cracked

5g

10g

20g

50g

100g

6

12

24

60

120

Serves

OCTOBER 2013

15

P R E PA R A T I O N 1.

Cut 2cm deep slits in roast, against the grain.

2.

Combine all marinade ingredients.

Pile on top of roast and massage into slits.

RETAIL PRESENTATION 1.

Display cut side up.

CONSUMER INSTRUCTIONS 1.

2.

Preheat fan forced* oven to 180째C. Cook roast in roasting dish for approximately 30 minutes per 500g or until cooked to desired doneness.

Remove beef.

Cover loosely with foil to keep warm.

RECIPE NOTES *

If using a conventional oven, you may need to increase temperature or allow additional cooking time.

SERVING SUGGESTION 1.

Carve into thick slices against the grain.

Serve with cous cous salad.

PROMOTIONAL OPPORTUNITIES This product is also ideal for use on a kettle BBQ or hooded BBQ.