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EBLEX cuts it thin and slow at the IFE

Eblex | AHDB Beef and Lamb

2 min read Partner content

EBLEX will next week showcase its research into thin cuts and the casserole and braising category at the International Food and Drink Exhibition (IFE).

More than 30,000 visitors are expected to visit the show at the ExCeL exhibition centre in London’s Docklands, from March 22 to March 25.

Visitors will also get an insight into EBLEX’s marketing materials developed to support thin cuts and the casserole category. Tasting samples of each will also be cooked up to highlight their popularity and versatility with contemporary consumers.

It is also the first time the Tri-Nations Butchers’ Challenge will have a presence at the IFE. The EBLEX-backed GB team will be selected at the event, as hopefuls from across the country brandish their knives on Wednesday (March 25) to prove they are worthy of a place in the final six.

Mike Whittemore, EBLEX head of trade marketing, said: “The IFE is the ideal opportunity for us to raise the awareness of the versatility and superiority of home-grown beef and lamb with meat trade buyers and suppliers from across the globe.

“Our work into thin cuts looks at their standing in the market place with shoppers, and we will have marketing material designed to educate consumers available at the IFE. Similarly our research into casserole cuts focuses on understanding today’s consumer needs concerning slower cook methods. This research along with new product development work will also be on stand.

“Having the Tri-Nations team selection run on the Wednesday will be a particular highlight of the exhibition.  We continually support the butchery industry, and the IFE will be a great chance to showcase the skills of modern British butchers to a global audience.”

If you want to see EBLEX on stand and sample some of the work done into thin cuts and casseroling then head to stands N3042 and N3241.

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