International Honours For Craft Butchers

Transcription

Craft Butchers:Layout 2
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Autumn 2012
For the Progressive Food Specialist
International Honours
For Craft Butchers
The ONLY Official
BBQ Competition
Winners
■ SHOP 2012
Magazine
■ COMPETITIONS
■ PROFIT MAINTENANCE
■ SOCIAL MEDIA FOR CRAFT BUTCHERS
www.CRAFTBUTCHERS.ie
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Increase Profit while selling Kitchen Knives by F. Dick
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Blades
Seasoning & Spices
Easy Dry
Clothing
Garnish
Display Trays
Sundries
McDonnells Ltd: Ph.: +353 1 6778123 E-mail: [email protected]
Buy online at www.mcdonnells.ie
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Opening Remarks
Over the past six
months there has
been a major wave of
activity by member
butchers all over Ireland. Our three food
technologists; Karen
Munnelly, Claire
Darby and Sarah
Tully carried out over
two hundred store
visits preparing members for their certification audit.
The out turn reports from these
visits have proved to be highly informative in helping The Association
better understand the needs of our
members and the type of supports we
should be providing. The annual updating of HAACP plans, food safety
manuals, shelf life tests, as well as
first aid and manual handling training are all areas where we now have
the in-house expertise thereby enabling us to offer you meaningful
help across these areas.
Thanks to the work of our IT expert Pádraig Harty the members’
login section of our website is now
live. If we can be of any help to you
in setting up your own website, or
you wish to develop an online strategy or online social media campaign
for your business Julie and Páidraig
in the office will be more than happy
to help.
September will prove to be a very
busy month for The Association.
September 11th we will be holding
our AGM at the Ashtown
Food Centre. On September 12th we will hold our
“Young Butcher of The
Year” competition at Waterford Institute of Technology as part of the
Waterford Harvest Festival
program. Later in the
month we will have our annual Shop event at RDS in
Dublin on 25th, 26th and
27th of September. Further details of
these events can be found throughout the magazine. Please support the
events of your Association.
Every day now the office is receiving phone calls from members about
certification. We are just simply
amazed by the massive positive response. Audits are progressing as we
go to print. The first fifty certificates
will be presented in September with
an additional 120 members going
through the certification process and
should be certified by Christmas.
With the multiplies, symbol groups
and discounters using meat as loss
leaders and undermining the traditional values of our craft, soon ACBI
will be in a position, united under a
single brand to make it’s presence
felt in the market place.
CEO Associated
Craft Butchers of Ireland
AGM in Conference Centre, Teagasc,
Ashtown on 11th September at 4pm.
Editor: Dave Lang, Development Manager ACBI
Magazine Design & Print: Outburst Design & Print
Chief Executive: John Hickey
Advertising: Dave Lang, ACBI
ACBI Marketing Executive: Julie Cahill
Contributors: Liam Handy, Julie Cahill, Padraig Harty, Dave Lang
Published by The Associated Craft Butchers of Ireland
Research Office 1, Ashtown Food Research Centre,
Teagasc, Ashtown, Dublin 15, Ireland
Tel: +353-1-8682820 • Fax: +353-1-8682822
Copyright The Associated Craft Butchers of Ireland. No part
of this publication may be reproduced in any material form
without the express written permission of the publishers.
The ONLY Official
21
2012 BBQ Results
Competition judged
by Neven Maguire,
Susan Murphy and
Leslie Williams
News
4
BBQ Results
8
Sausage & Pudding Finalists
10
Employment Law
14
SHOP 2012
16
Shop Profiles
18
Profit Maintenance for
CraftButchers
20
10 Tips
23
Using Social Media to
drive your business
26
Price Survey
28
Partners in Business
29
Final Word
30
Magazine
www.craftbutchers.ie
www.craftbutchers.ie | Autumn 2012 3
NEWS
CONCERNS OVER
UNDERGROUND MEAT
MARKET IN NORTHERN
IRELAND - Published: 31 July, 2012
The increase in sheep rustling in Northern Ireland
may be indicative of a black market in meat, a
member of the legislative Assembly (MLA) has
warned.
Ulster Unionist MLA Robin Swann has called for
funding for a ‘flock watch’ programme, following
an increase in sheep rustling in Northern Ireland.
Hundreds of sheep have been stolen in recent
attacks, leading the police to speculate that it is
the work of an organised gang.
In the raids, a total of more than 400 sheep have
been stolen in the Co Antrim area.
Swann said: “This is highly organised, serious
crime. One of the major concerns is that there may
be an underground meat market running now
within Northern Ireland.
“The meat will be killed and processed, then sold.
We could be looking at all sorts of health factors
and food risks if they are not being slaughtered
under the proper regulations.”
A Northern Ireland police spokesman said that
anyone in the meat trade with information should
get in touch. He added: “We are not talking about
20 or 30 sheep in these cases, but hundreds, and
somebody must know something about them.”
A spokesman for the FSA in Northern Ireland
said that it took the issue of food fraud very
seriously and although it does not believe there is
a significant problem in the UK, when it does
occur, the Agency has a responsibility to protect
the consumer.
She said: “Meat sold for human consumption
must be from animals slaughtered in an approved
slaughterhouse. The FSA is responsible for
ensuring approved premises meet the highest
standards of hygiene to ensure food safety. All
meat should have an identification mark
indicating that it has been passed fit for human
consumption. If meat has been stolen, then the
consumer has no guarantee that it has been
handled or stored properly to ensure it is fit for
human consumption. People should not purchase
or consume meat from unknown sources.”
“The FSA has a dedicated Food Fraud Unit which
uses intelligence received about rustling to inform
enforcement officials about the potential risks to
consumers. Anyone with information relating to
illegal meat should contact their District
Council or call the FSA food fraud hotline on
020 7276 8527.”
4 Autumn 2012
IRISH SHOPPERS BUY
MORE PORK AND LAMB
Irish shoppers are spending €1.14
billion on meat in retail outlets – an
increase of 1% compared with the
previous year. This has been driven by
a 5% increase in the frequency of purchasing meat. The average
price per kg has remained steady overall with a slight increase of
.7%. (Source: Kantar Worldpanel - July 2012).
In terms of volume retail sales, beef accounts for 31% and
chicken, 21% of sales. This is followed by bacon (17%), pork
(13%), sausages (9%) and lamb (6%). The largest volume growth
in sales is in pork and lamb.
86% of households buy pork, spending €145 million annually.
65% of households buy lamb spending €103 million annually.
The increase in sales in both is due to shoppers buying pork and
lamb more frequently and buying more per shopping trip.
According to Bord Bia’s Periscope research, Irish consumers
are eating at home more and want to cook from scratch with
fresh ingredients. At the same time, their shopping habits are
being driven by a continued search for value for money
combined with the need to reduce food wastage. This has
resulted in shopping across a number different retail outlets in
search of value and more regular shopping trips to reduce waste.
Bord Bia’s forthcoming consumer campaigns include:
Lamb
20 August - 9 September
National Organic Week 10-16 September
Ham and Bacon
24 September – 14 October
Quality Mark
29 October – 18 November
For posters or recipe leaflets, please contact Bord Bia on
Tel 01 6685155.
SHOP FOR LET / LEASE
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SELLING MEAT DOOR TO DOOR
We have heard from members in the Limerick area of
people buying meat from factories and selling it door –
to-door. This is being transported in non-refrigerated
vehicles and constitutes a health hazard, apart from
taking business from our members. If you are aware of
this in your area contact your local EHO office and
give them any information you have. If you can get
vehicle registration numbers as well, all the better. If
there is an outbreak of food borne illness from this
practise, the culprits who are anonymous will not have
to bear the bad publicity, we will. You will find the
phone numbers for all the Environmental Health
Offices here
http://www.hse.ie/eng/services/Find_a_Service/Environ
mental_Health/Environmental_Health_Officers/
STATEMENT FROM
THE FOOD SAFETY
AUTHORITY OF IRELAND
The Food Safety Authority of Ireland (FSAI) states that
it has been informed of a reported theft of a
consignment of beef meat from a Dublin-based meat
wholesaler, which may pose a health risk to consumers.
The FSAI is alerting both consumers and food
businesses of the risks involved and reminding food
businesses of their legal obligation only to purchase
meat from approved sources having checked all
appropriate documentation. Similarly, the FSAI warns
consumers not to purchase any meat sold from
unregistered outlets or unregistered door-to-door sales.
The alert arises following the theft of between 41 to
43 boxes (roughly 20-24 kilos per box) of beef
containing prime cuts, rolled rib of beef and knuckle.
The FSAI advises that any break in the cold chain
between the time the meat was stolen and when it may
be sold could result in a serious health risk to
consumers, particularly given the recent hot weather.
“There is no way of knowing whether meats
purchased from unregistered sources adhere to food
safety requirements around storage and handling,”
states Prof. Alan Reilly, Chief Executive, FSAI. “Proper
storage and handling of beef at all times is a critical
element in food safety management. As such, we are
urging food businesses and consumers alike to be
vigilant against purchasing meats from unregistered
sources at any time.”
The FSAI is asking businesses and consumers who
notice any suspicious sales of meat to contact the
Authority on 1890 336677.
CASH – ASSOCIATED
CHALLENGES, SOLUTIONS, COSTS
In today’s world the consumer has many choices in making payment
for goods and services, Cash, cheques, credit / debit cards, vouchers,
the list goes on. All methods have a fundamental cost.
Cash – Some say it makes the World go round, others refer to it as
the root of all evils, but one thing for sure is Ireland has not kept up
with our European counterparts on going towards a cashless society.
Year on year the statistics shows that as a nation we have more cash
in circulation.
Cash transactions costs the retailer a lot less than the average two
percent associated with signature debit / credit cards but it has other
associated significant implications, for example in store
management costs, security issues, creates shortages, increases bank
charges, Health & Safety and takes up valuable space within a store.
Ultimately we all need a Banker in order to gain value for cash,
but from taking cash at till level to getting value what options are
available to the Irish retailer, while recognising security and the
welfare of all employees;
Outsourcing all Cash handling is the optimum solution, the
retailer should want employees to focus on selling the product and
concentrating on customers’ needs.
GSLS now provide a one stop shop for retailers at competitive rates:
• Advice on Cash Management Systems
• Secure collection of valuables
• Counting and verification of lodgement to include Banking
• Customised Reporting
In essence GSLS can verify monies from till and provide timely
value into your Bank account while reducing Banking charges. By
utilising the full suite of services available, the retailer will see
reductions in administrative costs, insurance premiums, and bank
charges while operating a more secure and safe model. Quite often
the retailer finds the bespoke report to be invaluable. This timely
report captures discrepancies, shortages, and fake notes. The
retailer is in a position to investigate anomalies within their Store
network in a timely fashion. GSLS is an Irish owned Cash Logistic
provider. The Company offers a full nationwide service operating
seven days per week. Our aim is to provide customised solutions to
match client needs; we recognise that retailers need support outside
“normal” office hours.
Over the past five years we have built our business on reputation
and managed to secure partnerships with local, national and
international clients.
GSLS offer a free consultation to all members. This consultation
can include a review of cash cycle and management within your
business. We provide advice on security & best cost solution.
•
•
•
•
GSLS offer the following services;
Cash collections from the Outlet / Store
Verification and reporting of valuables
Provide credit to your Bankers
Coin and note supply
Further details contact can be obtained: Siobhán Plunkett 01 4605
888 / [email protected]
NEWS
BUTCHER PROMOTES NEW
JOB TRAINING EXPERIENCE
Cork Evening Echo
A BANDON butcher is to spearhead a job
experience and training programme that
could help people find work.
Martin Carey of Martin Carey Meats in
Bandon is striving to make a difference to
employment and training opportunities
within the Cork catering industry.
He has devised a plan for providing topclass training to those entering
employment or seeking a new career
direction and has succeeded in bringing
together State-funded employment
organisations in support of his project.
In his capacity of vice-president of the
Association of Craft Butchers of Ireland
(ACBI), Mr Carey has brought together
figures from FÁS and local employment
agencies to get the job plan off the
ground.
It involves offering a nine-month
JobBridge internship, coupled with an
ACBI fast-track modular training
programme which would see trainees
reach a level of qualification that would
help them into catering jobs here or
abroad, and which can be continued to
full accreditation as a Craft Butcher.
As the association has a membership of
600 firms across Ireland, the potential job
creation benefits are clear while the
jobseeker would benefit from training
that is internationally recognised.
The opportunity would suit those
looking for new career direction after the
collapse of other industries. JobBridge
allows them to keep their welfare
benefits, plus receive €50 per week.
ACBI members have the opportunity to
recruit and train future members of the
industry and JobBridge allows them the
opportunity to invest more in individuals.
Mr Carey said the plan would give
NATIONAL CRIME PREVENTION UNIT
WARNING - SCAM AIMED
AT IRISH RETAILERS
An Garda Síochána are warning the public of a recent scam,
which is aimed at extracting money from Irish retailers.
Gardaí have received complaints from retailers who have
recently encountered this particular scam.
A caller phones the retailer and informs them, that he/she is a
manager from their payment card services provider. He then
instructs the retailer to put through a ‘test’ transaction on their
credit/debit card terminal. This transaction actually debits large
amount of money from the retailer’s bank account, and credits it
to a debit/credit card (i.e. putting through a refund transaction).
He/She then instructs the retailer to throw away the transaction
receipt.
Authentic financial organisations should not make unsolicited
calls to retailers.
Gardaí are advising people who may receive this type of call, not
to follow any instructions given to carry out a test on their
terminal. Take the callers full name, and contact your Payment
Card Service Provider (do not use the no. given by the caller) to
check the information is authentic.
In the event, that the call is not from your service provider,
report the call to them and your local Garda Station.
Further details on how to protect yourself and your business
from this type of fraud, can be found on www.safecard.ie
6 Autumn 2012
PLAN: Bandon butcher Martin Carey.
members of the ACBI the chance to make
an investment in the future workers
within the catering industry.
His plan is being supported
Employability Services of West Cork and
FÁS.
John Hickey, chief executive of the
ACBI, is also in discussion at ministerial
level in the Government to push for a trial
period across Cork.
ONE-STOP-SHOP
FOR NEW BUSINESS
SHOP 2012, taking place from 25 – 27
September 2012, has been specifically
tailored to meet the needs of today’s
retailers and people in the food, drink
and hospitality sectors.
It’s the foremost trade show where you can uncover
thousands of products, listen to inspirational speakers
and watch quality craftsmanship in action with the finals
of the Irish Cheese Awards and the Associated Craft
Butchers of Ireland’s National competitions. There are
also free-to-attend small business workshops, the
Checkout Networking Lounge and much more.
SHOP – the must-attend trade event of 2012. Preregister your attendance for free at
www.easyFairs.com/SHOP
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MARTIN CAREY
MEATS,
BANDON, CO. CORK
We are a
progressive high
street butchers
who are focused
on combining old
style butchering
techniques with
modern retail
concepts.
Opportunities are available for young
butchers looking to gain management
experience. Short or long term contracts
available. Accommodation provided.
CVs to [email protected]
SCOBIESDIRECT.COM
a great deal for butchers
SUPPLIERS OF THE FINEST BUTCHERS PRODUCTS.
INGREDIENTS – PACKAGING
– MACHINERY SPECIALISTS
Sausage Seasonings
Marinades & Glazes
Burger Seasonings
Aluminium Smoothwall Trays
Polystyrene Trays
Clingfilm
Carrier Bags
Vacuum Pouches
Call our Sales Team
To See what we can do
For You
Unit D2,
M7 Business Park, Naas,
Co. Kildare
Phone: 045 899 177
www. scobiesdirect.com
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Page 8
BBQ Competition
2012 BBQ
Results
Competition judged by Neven Maguire & Susan Murphy from McNean House,
and Leslie Williams of the Irish Guild of Food Writers.
The judges were very impressed with the quality and innovation of the
products overall, and were delighted to see twice as many entries as last year.
Congratulations to all.
SUPREME CHAMPION
2012
Michael
O'Crualaoi,
Ballincollig
BURGER CATEGORY
WINNER
RUNNER-UP
RUNNER-UP
Michael O'Crualaoi, Ballincollig GOLD for Round Steak &
Carrigaline Cheese Burger
Pat Carolan, GOLD Castlebar for Black Pepper &
Caramelised Onion Beef Burger
Jim Crowley, Midleton GOLD for Pork, Chorizo &
Mozzarella Burger
BUTCHER'S CHOICE CATEGORY
WINNER
RUNNER-UP
RUNNER-UP
Jason Corrigan, Glasnevin GOLD for Extra Time
Beef Ribs
McArdle Meats, Dundalk & Finglas GOLD for
BBQ Chicken Cutlet
David O'Malley, Tipperary Town GOLD for
Savoury Pork Ribs
KEBAB/GRILLSTICK CATEGORY
WINNER
RUNNER-UP
RUNNER-UP
Michael O'Crualaoi, Ballincollig GOLD for Beef
Steak & Black Pudding Grillstick
David O'Malley, Tipperary Town GOLD for
Meatball Kebab
Jim Flavin, Limerick GOLD for Fish Kebab
8 Autumn 2012 | www.craftbutchers.ie
Sponsored by:
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Irelands leading supplier of fresh Irish natural sheep casings
From our selection facility here in County Mayo we supply
the sausage industry with fresh casings every week.
■ Sheep Casings 18 up to 30 Caliber
■ Hog Casings 32 up to 36 Caliber
■ Beef Casings 40 up to 46+ Caliber
Call Steven today for up
to dateprices and info!!
(Tel) 094-9630647
(Mob) 083-1179379
[email protected]
www.imancasing.com
Iman Casings Ireland,
Clare Road, Ballyhaunis, Co Mayo
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Sausage Competition
2012 SAUSAGE &
PUDDING RESULTS
The winner and two runners-up in each category go forward to the final in September
Sponsored by:
NORTHERN REGION
TRADITIONAL SAUSAGE CATEGORY
WINNER:
MICHAEL McGETTIGAN & SONS, DONEGAL GOLD
RUNNER UP: EDDIE WALSH & SONS, DONEGAL GOLD
RUNNER UP: JOHN KEANE, NEWPORT GOLD
WHITE PUDDING CATEGORY
The winner and two runners-up in each category go forward to the final in
September
WINNER:
PETER CALLAGHAN, ARDEE GOLD
RUNNER UP: MARTIN COMMINS, ARDEE GOLD
RUNNER UP: SEAN KEANE, NEWPORT GOLD
SPECIALITY SAUSAGE CATEGORY
WINNER:
MICHAEL McGETTIGAN & SONS GOLD Chilli Pepper Pork
Sausage
RUNNER UP: JOHN SHANNON, KILTIMAGH GOLD Spicy Italian Sausage
RUNNER UP: EDDIE WALSH & SONS, DONEGAL GOLD Parisian Garlic Sausage
BLACK PUDDING CATEGORY
WINNER:
PETER CALLAGHAN, ARDEE GOLD
RUNNER UP: MARTIN COMMINS, ARDEE GOLD
RUNNER UP: SEAN KEANE, NEWPORT GOLD
WESTERN REGION
WINNER:
DES MORAN, CLIFDEN GOLD
RUNNER UP: DECLAN CORRY, LOUGHREA GOLD
RUNNER UP: BILLY MORGAN, FINNERTY'S , OUGHTERARD GOLD
WINNER:
DES MORAN, CLIFDEN GOLD
RUNNER UP: BILLY MORGAN, FINNERTY'S , OUGHTERARD GOLD
RUNNER UP: DECLAN CORRY, LOUGHREA GOLD
WINNER:
BILLY MORGAN, FINNERTY'S , OUGHTERARD PORK & LEEK
SAUSAGE GOLD
RUNNER UP: DECLAN CORRY, LOUGHREA SMOKED BBQ HOT DOGS GOLD
RUNNER UP: BILLY MORGAN, FINNERTY'S , OUGHTERARD TOMATO & BASIL
SAUSAGE GOLD
WINNER:
DECLAN CORRY, LOUGHREA GOLD
RUNNER UP: DES MORAN, CLIFDEN GOLD
RUNNER UP: BILLY MORGAN, FINNERTY'S , Kielbasa Sausage
RUNNER UP: Declan Corry, Loughrea Gold
EASTERN REGION
WINNER:
Thomas Doherty, Kells Gold
RUNNER UP: Eddie Tuite, Drogheda Gold
RUNNER UP: O'Gorman Meats, Castledermot GoldGOLD
WINNER:
Eddie Tuite, Drogheda Gold Italian Sausage
RUNNER UP: Killian Stafford, Enniscorthy Gold Cracked Black Pepper & Red
Onion
RUNNER UP: Martin Browne, Balbriggan Gold Kielbasa Sausage
RUNNER UP: Declan Corry, Loughrea Gold
WINNER:
RUNNER UP: James Nolan, Kilcullen Gold
RUNNER UP: Mcardle Meats, The Marshes, Dundalk Gold
WINNER:
RUNNER UP: Tom Carpenter, Ashtown Gold
RUNNER UP: Martin Browne, Balbriggan Gold
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SOUTHERN REGION
WINNER:
SAUSAGE
WINNER:
RUNNER UP: JACK KELLY, KILRUSH GOLD GARLIC, PORK & HERB SAUSAGE
RORY O'SULLIVAN, KILMALLOCK GOLD
RUNNER UP: DEREK MOLLOY, ENNIS GOLD PORK, LEEK & GARLIC
RUNNER UP: IAN LUCEY GOLD
RUNNER UP: JACK KELLY, KILRUSH GOLD
WINNER:
WINNER:
DEREK MOLLOY, ENNIS GOLD PORK & BLACK PEPPER
JACK KELLY, KILRUSH GOLD
RUNNER UP: RORY O'SULLIVAN, KILMALLOCK GOLD
JACK KELLY, KILRUSH GOLD
RUNNER UP: RORY O'SULLIVAN, KILMALLOCK GOLD
THE JUDGES VIEW
Leslie Williams of the Irish Food
Writers Guild has a few wise words for
competitors in the sausage & pudding
competitions
The local butcher on the streets of our
villages and towns is one of the last bulwarks
left against the bland mediocrity represented
by the supermarkets. Not everyone
understands that meat needs to be hung and
tended to as only a proper butcher can, but
everyone in Ireland knows that a good
butcher's sausage or fresh made pudding
cannot be beaten by any mass produced
supermarket product.
I have been privileged to act as a judge for
the Craft Butchers of Ireland Sausage and
Pudding competitions on a number of
occasions now and I thought it might be
useful to pass on some of my thoughts on
what makes a winner and how a little care
and innovation can help you win prizes and
keep customers coming in your door.
Nobody is suggesting that inventing a new
sausage flavour or re-inventing a classic
breakfast sausage is easy and I and my fellow
judges have enormous respect for the
butchers of Ireland. However I do feel that
many of the entrants for the Craft Butchers
competitions do not put enough thought into
the products they present for judging.
Presentation
Although presentation only counts for a few
marks the margin of victory is often in single
figures so it makes sense to pick up as many
as possible.
Raw sausages or puddings do not always
look appetising but give yourself the best shot
possible by picking out your most consistent
batch in size and shape and make sure that
the casings are consistently filled with no air
bubbles or tears in the skin.
Use the tricks of the food stylist that can
by found on the Internet such as using a
spray bottle filled with half oil-half water to
give the raw sausages a light sheen.
Think of this as good practice because if
we mark down your sausages for how they
look raw, you can be very sure the customer is
doing the exact same thing, it is just they do
it in their mind rather than on a piece of
paper.
For presentation of the cooked puddings or
sausages don't be afraid to be creative as at
the very least your sausages will get noticed.
Use Google Images to see what looks good to
you and don't be afraid to ask family
members what they think.
Cook up at least 3 batches of sausages and
choose only the sausages that look best and
are consistent in size – reject any that have
burst their skin for example.
You can brush the cooked sausages or
puddings with a little oil to improve their
appearance but be very careful as even the
smallest amount of oil could affect the
flavour.
Taste
Flavour receives the most marks and is
unquestionably the most important element
of the competition. When developing new
recipes make several different batches and
taste them blind with your family or
colleagues.
Don't be afraid of change; taste the
sausages that have won awards and blind test
yours against them with friends, colleagues
and family. If your family and friends don't
choose yours as their favourite think about
improving the recipe. The simple addition of a
little more salt and better quality black
pepper may be all it requires to turn yours
into a winner.
Large pieces of grizzle or fat may be
traditional but are never going to win you
extra marks so do pay attention particularly
on the day you are making batches for
competition.
Don't be afraid of strong flavours as at the
very least your sausages will get noticed.
Perhaps not all your customers will like the
new stronger flavour but those that do will
keep coming back and your other customers
can stick with the old recipe.
Innovation
Innovation applies particularly to the
Speciality Sausage section where the winners
are often flavours that the judges have not
encountered before. Having said that being
innovative is not enough, the sausages need
to actually taste good.
Beware of using pre-packed flavourings as
it is virtually certain that a batch made by
yourself using freshly ground spices or good
quality herbs will taste better than anything
you can purchase. Remember a spice or
coffee grinder costs just €10.
All of us judges (and I suspect most of the
public) would love to see a return to fresh
blood puddings but if this is not an option do
make sure that you are using the best quality
dried blood available as this is such a critical
element of flavour in your black puddings.
This is not to say that tradition is not
important. Pork and Apple is a classic
combination but if you are going down this
route remember that yours is probably not
going to be the only one up for consideration.
Distinguish your version by using only local
apples or an old traditional variety or by
incorporating some extra element such as say
apple mint or local cider. If you are going with
a classic flavour taste your competitors and
see if your version really is an improvement.
Finally let me re-iterate a point: test, test
and re-test your sausages or puddings against
your competitors. Do it blindfold so you don't
know whether you are tasting your own or
someone elses and don't be afraid of change.
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Employment Law
EMPLOYMENT LAW
2. Section 14 of the Organisation of
Working Time Act 1997 sets out statutory
rights for employees in respect of Sunday
working. Any employee who is required
to work on a Sunday and, his or her
having to work on that day has not been
taken account of in the determination of
pay, shall be compensated as follows:
■ by the payment to the employee of a
reasonable allowance having regard
to all the circumstances
or
■ by increasing the employee’s rate of
pay by a reasonable amount having
regard to all the circumstances
or
■ by granting the employee reasonable
paid time off from work having
regard to all the circumstances
or
■ by a combination of two or more of
the above means.
3. GENERAL PRINCIPLES OF
COMPENSATORY ARRANGEMENTS
FOR SUNDAY WORKING IN THE
RETAIL TRADE
GENERAL
1. The retail trade consists of many
varied groups of businesses such as
drapery, grocery, hardware or fast food,
operating in diverse business
environments. The purpose of this Code
is to ensure that best practices are
operated by all employers for those
employees who service that sector of
industry through Sunday working.
Sunday hours of work and rostering
arrangements have a significant impact
on the quality of life of workers as well
as being important to the efficient
operation of the enterprise.
Therefore, they should be subject to
discussion and consultation between the
employer and the relevant trade union(s)
representing employees or between the
employer and the employees who are
affected by Sunday trading, in
circumstances where employees are not
unionised.
2. The following is a general guide to all
employers and their employees on the
type of compensatory arrangements that
should apply for Sunday working. While
the compensatory arrangements listed
are set out for general guidance only,
employers may provide enhanced
compensatory arrangements to suit
particular business environments.
Minimum compensatory requirements
are set out at Section 14 of the
Organisation of Working Time Act 1997.
3. Guidelines on Compensatory
Arrangements for Sunday Working
3.1 Where a collective agreement of the
type implied in Section 14 of the
Organisation of Working Act 1997
exists between an employer and a
trade union(s) representing
employees or between an employer
and employees who are not
unionised, this should not be altered,
except through the standard
negotiating mechanisms.
3.2 In the absence of a collective
agreement, best practice should be
set by reference to compensation
arrangements provided for in a
collective agreement applying to
comparable employees in the (retail)
sector.
3.3 All new agreements being entered
into should be negotiated between
the employer and the relevant trade
union(s) representing employees,
based on a consensus approach. In
circumstances where employees are
not unionised the agreement should
be negotiated between the employer
and the employees who are affected
by Sunday trading. Agreements
should take account of the following:
■ In accordance with provisions of the
Organisation of Working Time Act
1997 a premium payment will apply
to Sunday working. Section 14 of the
Act specifies the means by which the
premium should be granted. The
nature and value of this premium rate
should be negotiated and agreed
between the employer and the trade
union(s) representing employees or
between the employer and the
employees who are affected by
Sunday trading, in circumstances
where employees are not unionised.
■ Existing employees should have the
option to volunteer to opt into
working patterns, which include
Sundays on a rota basis and form
part of a regular working week (i.e.
being required to work no more than
5 days out of 7). Newly recruited
employees may be contracted to work
Sundays as part of a regular rostered
working pattern.
■ Employees who have a minimum of
two years’ service on a Sunday
working contract should have the
opportunity to seek to opt out of
Sunday working, for urgent family or
personal reasons, giving adequate
notice to the employer.
■ Meal breaks on Sundays should be
standardised in line with the other
working days of the week.
■ All employees should have the
opportunity of volunteering to work
on the peak Sunday trading days
prior to Christmas, in addition to
their normal working week. In these
circumstances length of service will
not be the overriding criteria for
selection for Sunday working.
NOTE
The Labour Relations Commission will provide assistance to employers and trade
union(s) representing employees and to employers and their employees who are not
unionised, in the negotiation of collective agreements on compensatory arrangements
of the kind specified in Section 14 of the Organisation of Working Act 1997.
Requests for such assistance should be forwarded in writing to the Labour
Relations Commission, Tom Johnson House, Haddington Road, Dublin 4, telephone
6136700 (01 area) and 1890 220227 (outside 01 area), fax (01) 613670
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Shop
‘CRAFTY’
OPPORTUNITIES
AT SHOP
2012
Visitors come to SHOP to explore new opportunities and this year
we’ve widened out the programme of events to ensure SHOP is a
multifaceted show, catering for the many opportunities that exist
in the retail, food, drink, and hospitality sectors today.
We’re thrilled that, once again,
Associated Craft Butchers of
Ireland will be holding its annual
awards at SHOP. It’s an integral
element to the show, and we’re
delighted to be welcoming the
hundreds of craft butchers,
hailing from across Ireland, who
attend SHOP annually.
This year, the ACBI will be
hosting finals, demonstrations
and awards on all three show
days. From the National Sausage
and Puddings Finals to the
Speciality Foods Competition
and the hotly contested ACBI’s
Shop of the Year, there’s
something for everyone who’s
involved in the industry.
In 2011, one of the most popular
elements of the show was the
meat cutting demonstrations and
this year, on opening day, Dave
Lang, Development Manager at
ACBI and a butcher by trade for
over 30 years, will be showcasing
back-to-basics pork craftsmanship
and techniques to visitors.
SHOP will also be home to
thousands of products and new
services, many of which will be
especially relevant to craft
butchers. From the Galgorm
Group and its G Cool range of
refrigerated patisserie and serve
over counters, to Handtmann,
Modern Labelling Systems, MMS,
Digi Systems Ireland and Maria
O’Neill Design, there’s an
abundance of products and
services that could help your
business.
In addition to the craft butcher
specific features, SHOP offers so
much more. This year, we’re
focused on delivering an insightful
show and features have been
refined to address today’s climate.
The schedule now includes the
inaugural Retail Forum, Retail
Business Workshops and the
Checkout Networking
Lounge.
There’s also the Irish Cheese
Awards, in association with
Sheridans, and the Product of the
Year awards, sponsored by
Shelfspace.ie. The Product of the
Year feature is a ‘must-see’
features as it showcases some of
the best products and services
available at SHOP, that have been
judged by an independent panel of
industry experts
Collectively, we believe that
SHOP 2012 is going to be better
than ever. I would encourage you
to support your industry, whilst
also finding products and
solutions to help your business.
SHOP has something for everyone
and we’re confident that your visit
to the show will be of great benefit
to you and your business.
We look forward to seeing you at
SHOP!
Matt Benyon
Managing Director
easyFairs UK & Ireland
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Recently Renovated Craft Butcher Shops
SHOP PROFILES
Several Craft Butchers stores recently had a
revamp. Here we feature a few of them.
It is very encouraging in these times of economic
shortages to see our members investing in their stores.
A saying in business is that you can go back, or you
can go forward, but you can’t stay still.
These members have made their shops into
destination butcher shops by restyling and upgrading.
Eddie Walsh & Sons Donegal
Martin Carey Bandon
Alan Foley Duleek
O’Gormans Castledermot
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Technology
CRAFTBUTCHERS.IE
BUTCHER’S LOG-IN
The butchers login area on the
craftbutcher website has gone live please
login with the email address you used to
correspond with us.
1. Visit Website: www.craftbutchers.ie
2. User Name: email address given here
3. Password: craftbutcher
Step 1
Go to
Members
Login area
Step 2
Enter Username:
Email address
given here
Step 3
Enter Password:
craftbutcher
Please note access is strictly limited to members only, as soon as membership ceases access will
be denied. If you have trouble accessing the area please call us on 01-868 2820 and we will sort it
out for you.
This area aims to be a valuable resource for our members, the information provided here is the
beginning of the value we can add to your membership. This area improves our communication
with you and raises the value of our offer to you.
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Business Tool Kit
PROFIT
MAINTENANCE
There are a number of areas in a CraftButcher shop where profit can be
lost. From the time the goods arrive at the back door, to the time they are
sold, we outline where to look to keep your bottom line healthy.
GOODS INWARDS
You weigh your deliveries in. Of
course you do, everybody does. Well
not quite. There’s the delivery guy
whose been dealing with you for 20
years and you’ve never had a problem.
You never weigh his delivery in
because, well you’ve been dealing with
him for 20 years.
Suppose he makes a mistake?
You’ve got wrong weight and he still
hasn’t deliberately left you short.
Or the delivery man is weighing lambs
in 5 or 6 at a time and leaves one on the
scales instead of bringing it into the
coldroom. So instead of 20 lambs you
end up with 19 but the weight
corresponds to 20.
Always weigh your deliveries in.
If you can’t be there for every
delivery, make sure a key staff member
is RESPONSIBLE.
STORAGE
When your deliveries arrive are they
stored in the appropriate areas
immediately?
Apart from the HACCP
implications, an hour out of
refrigeration shortens the shelf life
of some products by days eg
Chicken Fillets, Pork Loins etc.
• Do you rotate your stock?
• Do you use FIFO?
• First in, first out.
HANDLING
Poor handling can result in stock
losses.
Meat packed so tightly in a
coldroom that no air circulation is
possible, causes spoilage = Lost
stock.
When you buy packaging etc, is it
put in a designated area where it is
easily accessible?
If vacuum bags are left in a pile in
a room in the boxes they arrived,
eventually you end up with bags all
over the floor of that room, with the
resultant waste of expensive
packaging stock.
Make it easy for everyone not to
waste your stock.
Set up a system for storage.
Stick to the system.
PREPARATION
• Decide on how much trimming is
enough.
• Don’t allow staff to overtrim.
• Make sure cutting equipment is
maintained properly.
• Make sure knives are sharp.
• Use appropriate cutting surfaces
i.e. don’t put fillet steak on a
surface where you have been
cutting corned beef or ham.
• Don’t overcut.
• Use meat saver paper.
DISPLAY
Your display should be full and
attractive, but if you cut too much
you end up losing stock.
Determine how much you will sell
in a morning for example, and dress
the trays in your display and have a
back up if you need it.
Try to cut as fresh as possible
without having to cut for every
customer as they come in.
PRICING
Work out the prices you need to
achieve the margin you need.
Make sure the prices you have
decided on are being applied.
Set all prices on the scales and
ensure that every sale is keyed in.
SECURITY
• Is the pricing system connected to
the register?
• How easy is it to do a “no sale”?
• Do you have cameras?
• Do you need cameras?
• Does the scales/register record the
products sold?
RECORD-KEEPING
As well as keeping the weight of
goods keep the numbers i.e. 10
lambs 227.4 kgs, 6 striploins 44.7
kgs.
Keep a record week to week and
year by year so you can review last
year and decide to increase the
order or not.
If your sales haven’t gone up yet
your purchasing has on the same
period from last year it may indicate
a problem.
How many chicken fillets, how
many pork steaks etc, can give a
better picture than weights.
STOCK-TAKING
Some butchers never take stock.
Some butchers take stock every
week.
Somewhere in the middle is the
ideal.
Certainly at least once a year is
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“
During meetings
around the country
with ACBI members
it emerged that very
few CraftButchers
take stock on a
regular basis.
essential.
During meetings around the
country with ACBI members it
emerged that very few CraftButchers
take stock on a regular basis. After
you have done a costing on beef,
lamb, pork etc., it is assumed that
the margin will remain constant.
The truth is you don’t know how
much money you have made and if
you haven’t made any money, it’s too
late afterwards to do anything about
it. That is where a regular stock take
comes in.
It doesn’t have to be every week
but it does have to be regular. It can
be once a month, once a quarter,
once a year even, but it has to be
done at the same time intervals to
make sense.
If you have a problem in your
shop, perhaps your prices are too
low, or there is some loss that you
are unaware of, without a regular
stock take you will never know
about it. Years could go by and the
loss would continue unchecked.
If you do a regular stock take you
will be in a position to identify
problems and deal with them before
they destroy the business you have
worked so hard to build up. Some
members have said that they don’t
take stock because it takes too long
to weigh everything. It doesn’t have
to take too long if you plan it
properly.
Just before your stock take, let
stocks run down to the minimum
you need to operate with. Any large
deliveries just prior to stock take
should be kept untouched and use
the delivery weight on your
stocksheet.
Under rather than over-price when
stocktaking. For example a hind
shin with the bone in should be
priced as shin, not hindquarter.
Weighing a lap of beef which will
yield a pound of meat, but weighs 5
pounds, as hindquarter is fooling
yourself.
Any stock delivered out and not yet
paid for should be considered stock
on hand.
If you have a freezer, keep a
checklist on the door or lid of
everything that goes in or out of the
freezer. That way after you weigh it
once you won’t have to keep
emptying it for every stock. But do
empty it and weigh the contents at
least once a year.
Any dry goods you sell, soups,
sauces, etc try to keep as full cartons
for the purposes of counting. A
thorough stock take should be done
in a reasonable amount of time. In
fact the more often you do it the
easier it becomes.
But do it.
You should know if you are
making money.
Assuming that you are is not the
same as knowing that you are.
And by the way, stock doesn’t have
to be done on a Saturday, you can
do it anytime you have time. Just be
sure that if you do stock on a
Monday, that you always do it on a
Monday, so you are dealing with full
weeks always.
READING THE INFORMATION
• Do you read off the information
available on most scales these
days?
• How many kgs of loin lamb chops,
how many kgs of fillet steak etc?
• This information is recorded on
your scale yet is not being used.
• You have the information, why not
use it?
• You can extrapolate various trends
from this information if you take
the time to look at it.
• If you sold 5 cattle in a week and
yet only 4 fillets went out through
the system, you’d worry wouldn’t
you?
• Or you sold 10 lambs but only 12
legs of lamb went through.
• Learn to read the information you
have available.
• Act on the information you get.
• Use all sources of information to
work your business.
• Don’t assume you know everything.
• Always try for better.
• If you can save €25 in a week
you’ve saved €1300 in a year.
• It’s better in your pocket than just
wasted.
PLAN THE WORK.
WORK THE PLAN
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YOUNG
BUTCHER
OF
THE
YEAR
In September, at the Waterford Harvest Festival, Ireland’s
Young Butchers will demonstrate their skills and attempt
to achieve the title of Young Butcher of the Year.
The event will take place in Waterford Institute of
Technology on 12th of September as part of the Harvest
Festival.
Competitors will be expected to demonstrate their cutting
and display skills as well as their knowledge of pricing and minimising waste.
The competition will be judged by Neven Maguire, Blacklion Restaurant, Martin Carey, VicePresident, ACBI, Mathias McGivney, Waterford IT, John Hickey, CEO of ACBI , and Brindon
Addy, Chairman of the Q Guild of Butchers from the UK.
ACBI’s FETAC training programme has 112 candidates undergoing training presently, ensuring
that the next generation of CraftButchers continues the traditional skills that make us unique.
Come along to the Harvest Festival to see the next generation go through their paces.
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1
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Tips for
Butchers
Take a long-term view
You don’t want to be highly successful for
six months – you want to a successful, viable
business into the future.
3
Spend your money wisely
See if you can save money on advertising and
concentrate on giving the customer a good
experience. They will in turn spread the word
about your business.
5
Always try to do more
Don’t become complacent about your business
or customers. If you do, someone else will
offer them a better service.
7
Encourage feedback from customers
You must encourage customers to complain
because it helps you in the long run. Most
customers won’t do that. They will just stop
shopping with you and you will never know
why you lost their business.
9
Small is beautiful (and gives you an advantage)
There are many advantages to being small
and people need to capitalise on that.
You get to know your customer and what they
want, and that is a powerful tool to have on
your side. Larger businesses put thousands
into market research to get that information so
you must not underestimate the importance of
your contact with your customer.
2
Get the customer to return
Do everything you can to get the customer to
return. They are the most important element
of your business.
4
Develop a listening system
I t is important to listen to your customer.
They will tell you what you are doing right and
what they do not like about your business.
6
Show off your talents
If you can display a thorough knowledge
of your product to your customer, then this
instils in the customer a confidence in you,
and they will return. It is also an asset that will
help boost sales significantly because you can
make suggestions for your customers when
they need cookery advice.
8
Look at your business as if it was
someone else’s
The most common problem is business
owners who have gotten into a rut. They have
a set way of doing things and just aren’t willing
to experiment. It often only needs someone
coming in with different eyes saying: ‘I wonder
have you ever thought of it this way’.
10
Use technology to assist you.
Use technology to extend your reach
rather than using technology to replace people.
Technology can give you a lot of information
about your business if used properly. Loyalty
systems, vouchers, recipes etc., if available to
your customers, strengthen your offering in
the fight against the multiples.
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Social Media
SOCIAL MEDIA
HOW TO GET STARTED
BEGINNERS GUIDE!
STEP BY STEP INSTRUCTIONS FOR FACEBOOK, TWITTER & YOUTUBE
By Julie Cahill of ACBI
In a consumer driven society many small butchers are completely behind the times, many do not sell
themselves, do not promote their main strengths and marketing continues to be put to the side. Social
media has changed the way we serve, support and interact with our customers. The butcher shop is
probably the simplest case we could have to demonstrate how social media can increase sales. Social
media enables you to market your products and service online, it also enables you to create awareness,
increase consumer engagement/interaction, build upon relationships, increase customer satisfaction, and
develop product and service innovation and much more. Until recently the butcher shop is a profession
that could not be more removed from the online world, so it will be easy to show just how simple it is to
implement a social media strategy and how much of a winner it can be. The best news is it’s FREE!
Step 1: Build your Facebook Business Fan Page
Secure your company’s username for your fan page only, beware
if you have reserved your company’s name for your personal
account you won’t be able to use it for your business fan page.
Before you start you should:
1. Search for your competitors and evaluate their Facebook
presence. What types of Pages have they built? How many
fans or “friends” do they have? Look at their posts, photos
and/or videos to understand how they’re using Facebook.
2. Before you go public, draw your material together: welcome
message, relevant links, discussion topics, photos, videos
and any other engaging content.
Step 2: Connect with People
Recruit your fans early and get people to ‘like’ your page.
Become a fan of your own page; ask employees, friends and
acquaintances to do the same. Before recruiting outsiders it’s
important to build up an image that your page is highly
regarded.
Once you have done this you can then begin to promote your
page by including the link on any other customer touch points
e.g. emails, website, business cards etc.
Step 3: Engage your Audience
Post quality updates, photos, videos, information, competitions
and start discussions by posing relevant questions.
Step 4: Update Content and Reply to Posts
At least once a week update your content with fresh photos,
posts, discussions. Respond to all wall posts, questions and
messages where necessary. Don’t allow your page to pass its sell
by date, keep content as fresh as your meat and people will
continue to visit your page.
2. Create Business
Page from your
personal profile:
Butcher Shop choose
local business/place
1. Create Personal Profile:
Visit www.facebook.com and sign up
.This gives you the full features of the
fan page, keep this private do NOT
use to promote your business.
Search Kerrigan Meats
Cover Photo
Logo
Photos
Competition =
Engaging content
Likes
Create YouTube
Video
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Step 1: Sign up to Twitter & Customise your Account
Sign up to Twitter and reserve an account in the name of
your business, this will be the name you will Tweet (post
updates) from.
1. Sign Up
- Visit
www.twitter.com
- Enter your details;
reserve an account in
your business name
- Click Sign up
2. Customise Account
- Photo of company logo
- Select background image
Most people have no idea what happens in a butcher’s
shop behind the counter where all sorts of different meat
gets chopped up and it’s where you really get to know
your butchers. Start recording videos either on your
phone /camera; film some short videos (approx. 60 -120
seconds) about how to prep some common cuts of meat,
film some videos of your staff and what they do in the
shop, get creative and keep the tone in line with your
business serious/humorous/friendly.
Videos are some of the most engaging tools on social
media sites; share these videos on YouTube and other
video sharing social media sites you are linked to such as
Facebook. If you are put off by making video or even too
shy there would always be one lively character in the
shop (you know who you are) and if not you could just do
a close up without having anyone in the video.
Search for hugh
maguire craft
butcher
- Link to website
- Fill in your biography
Before you start following people/businesses/groups on
Twitter and Tweeting posts you should do two things:
1. Complete basic searches to become familiar with the
type of content available on the service.
2. You should also search for the names of your
competitors to see whether they’re on Twitter and if they
are how they’re using it. And don’t forget to search for
your business name – your customers may already be
talking about you! Once you become comfortable with
the content that’s already available and how your
competitors are using Twitter, you can begin thinking
about a strategy for how you’ll leverage Twitter for your
business.
Interact with other foodies in your/city, start following
local clubs, groups, people, businesses, competitors, invite
people in for tastings every once in a while. If you ever have
any interesting meat in the shop, share a few pictures of it
through Twitter.
3. Start FOLLOWING
Click the Follow button to Follow users
4. Join the conversation
LET’S START TWEETING
5. See how many
you are Following
6. See how many
Followers you have
Share your videos on
Facebook, your website
and with your customers
at all touch points
See how
many views
you got
Maintain Brand Consistency & Leverage Your Marketing
We’ve introduced only a small handful of social networks, for you now this is
where you need to be. It means your customers will have many different ways
to find you. But they won’t find you if your brand is scattered across social
networks using different usernames and profiles. Make sure that your brand
is consistent across social networks; be consistent with the business
name/username, content, your brand/logo, your message, your voice & tone.
Keep in mind that not all social networks will make sense for every
business. Judging by industry research and personal research these 3
networks are best for your business, a small retail butcher shop in the
beginner’s stage of using social media.
To make your marketing more effective, find ways to leverage
combinations of those networks. One of the best ways for small businesses to
leverage social media marketing is to use various social networks in
combination with each other i.e. connect your twitter account to your
Facebook account so that your tweets will appear in your public updates on
Facebook. This will let you leverage your time on Twitter to also update your
Facebook fans.
Social media marketing can be a remarkable marketing channel for your
shop. The strategies I’ve outlined above provide a starting point for you to
explore how you can leverage social media marketing for your business. Now
is the time to set up these accounts and become familiar with social media,
do not get left behind! If you have additional resources to share or other
helpful advice that’s worked for your business (or thoughts about things to
avoid), please email me at [email protected] We would love to
hear from you!
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Survey
ACBI Retail Price Survey
August 2012
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Sponsored by
Gerry Owens Design
Diced Beef
10.50
10.49
9.85
9.90
8.34
9.50
10.50
10.99
8.99
10.00
Round Steak
11.50
11.49
11.75
10.99
9.88
13.00
11.95
12.49
9.99
11.49
Striploin
26.99
26.49
26.50
24.50
19.78
23.00
24.95
26.49
21.50
27.00
Fillet Steak
35.99
36.99
38.75
34.50
28.57
34.00
42.95
35.99
36.99
36.50
Sirloin Steak
17.50
17.99
16.75
14.99
17.58
16.00
14.95
16.89
15.49
18.49
Steak Minced
7.75
10.49
9.45
9.90
10.98
8.00
9.95
9.79
8.99
9.99
T-Bone Steak
21.99
23.49
21.99
20.99
17.58
20.00
21.95
21.99
21.00
21.00
Rib Roast
11.99
13.79
13.95
13.75
12.99
12.90
15.95
13.99
13.99
13.50
Leg of Lamb
9.50
10.49
11.50
25each
10.98
11.00
27.95ea 10.29
8.99
12.50
Fillet of Lamb
11.50
10.49
12.50
11.75
11.98
12.00
12.95
10.29
10.00
13.50
Loin Chops
20.90
19.90
22.95
20.99
16.49
20.00
19.95
19.89
17.50
21.50
Gigot Chops
10.90
10.49
10.75
14.40
11.16
12.00
11.95
12.89
9.99
12.50
Loin Pork B/L
Chops
8.90
9.08
9.50
9.95
8.78
8.50
9.95
7.99
7.99
9.99
R/L Back Rashers
9.50
9.08
10.99
8.79
9.99
9.80
9.95
9.89
6.99
10.99
Chicken Fillets
5oz 1.25 7oz 1.95 11.75
6oz 1.85 6oz 1.70 11.50
5oz 1.30 6oz 1.50 6oz 1.40 6oz 1.59
28/8/12
15:07
Page 29
ACBI Partners in Business
ACBI PARTNERS IN BUSINESS
ACBI’s partners in business have been supporting ACBI for many years – always
give them your first call when looking for a competitive quote for goods and services
Rototherm Ltd
Contact: Maria Kenaney
Tel: 00353 (0) 1 466 0260
Fax: 00353 (0)1 466 0285
Email: [email protected]
www.rototherm.ie
Refrigerated Vehicles
Tel: 00353 (0) 1 4604466
Mob: 00353 (0)87 415 2003
CBE
Tel: 00353 (0)94 9373000
Airlux
Scobies Direct
AML Insurances
Insurance and Financial Service Products
Contact: Davide Arigho
Tel: 00353 (0) 1 491 0453
Energia
Tel: 00353 (0)87 925 8172
Web: www.energia.ie
C.F. Gaynor
Sponsor of the Young Butcher
competition.
Tel: 00353 (0) 1 825 2700.
Maria O’Neill Designs
Contact: Maria O’Neill
Tel: 00353 (0)87 2507964
www.mariaoneilldesign.com
CWS Boco
Craft Butchers branded workwear.
Tel: 00353 (0)1 460 6000
Tel: 00353 (0)45899 177
Fax: 00353 (0)45 896 128
Absolutions
Contact: Donal Hughes
Tel: 00353 (0)87 2029040
Unit 1, Ashbourne Ind. Est.,
Ashbourne, Co. Meath.
Contact: Nigel Maxon
Mob: 00353 (0)87 286 5387
Tel: 00353 (0)1 835 0866
Fax: 00353 (0) 1 835 1379
Carton Brothers
Manor Farm, Shercock, Co. Cavan.
Tel: 00353 (0)42 969 1100
Fax: 00353 (0)42 966 9698
Web: www.manorfarm.ie
Digi Systems Ltd.
Sponsor of the Star Shop of the Year
Award.
Tel: 00353 (0)1295 4844
www.digi.ie
Gerry Owens Design
16 Clonard Park, Dundrum, Dublin 16
Tel: 00353 (0) 1 295 9138
Mob: 00353 (0)87 235 1208
www.gerryowensdesign.ie
Kiernan’s Food Ingredients
Tel: 00353 (0)42 966 2096
Fax: 00353 (0)42 966 3954
One Call Maintenance
18-19 College Green, Dublin 2
Tel: 00353 (0) 617 7802
Mob: 00353 (0)87 132 9091
www.onecallmaintenance.ie
Ballinlough Refrigeration
Tel: 00353 (0) 1 460 0322
Fax: 00353 (0) 1 460 0323
Customer Connect
Tel: 00353 (0)1 4853203
Fax: 00353 (0) 1 526 1434
Mob: 00353 (0) 87 2368956
28/8/12
15:07
Page 30
Final Word
AND ANOTHER THING
With beef and lamb at record prices,
it’s time for butchers to take a look
at their businesses. The
supermarkets will continue to
discount prices and if you try to
follow, you will lose margin.
■ The best approach is to offer value,
and to emphasise quality. Value
doesn’t necessarily mean cheap, it
means the product is good quality and
worth the money. But you need to get
your message out to customers that
you have value and quality to offer.
■ There are many ways to do this, but
for practically free marketing, it’s hard
to beat Facebook. All it requires is
your time. And if you are not
comfortable using a PC, there are
always your sons and daughters to
help, or a bright young person
working for you.
Good signage, used properly, will
work too, but don’t fall into the trap of
having a blizzard of signs in your
store. If there are too many, nobody
will see them. Pick a couple of
information signs (21 day dry aged,
from our own farm, slaughtered in
our abattoir) etc, to set the
background.
■ Mention any awards you may have
won, and display the certs. Have one
or two keen value items on posters in
prominent positions and take down a
lot of the local sale of work posters
etc. that clutter a lot of shop windows.
■ Take a look at the outside of your
shop. Is the awning torn and dirty?
What does the outside of your shop
say about your business? Is it clean,
■
bright and welcoming? If you didn’t
own it would you spend money in it?
Customers have a lot of choice now
and if your premises is not appealing
and inviting, they may walk past your
door.
■ Take a long hard look at your
business. Is there waste that could be
avoided? Are you getting as much per
sale as you could be? Ask yourself,
what can you offer customers to
increase each sale. Ask your
customers. Listen to what they tell
you. Drive your business. Don’t be a
passenger.
■ Write a piece about your business
telling your customers what you do
well. Have it professionally printed and
displayed prominently. Tell your story. If
you don’t, no-one else will.
28/8/12
15:07
Page 31
28/8/12
15:07
Page 32
NEWGRANGE GOLD PREMIUM
Irish Seed Oils from the Boyne
Valley.
"Situated in the heart of the Boyne Valley, our fields
stare in the face of Newgrange, having seen every
solstice since Newgrange was built! Records show a
grain mill on our farm since the 1800's, we are
proud to be able to carry on that tradition by
bringing you Irelands premium seed oil products.
This truly magical place seems to fill our
Newgrange Gold oils with the same magic and
energy, I hope you enjoy them!" John Rogers,
farmer, owner Newgrange Gold. We are proud to
launch our range of Rapeseed oils including two
fantastic flavours, Garden Herbs and Chilli Garlic.
Our rapeseed is grown, harvested and pressed on
our farm in the heart of the Boyne Valley - Carbon
Neutral! Naturally high in Omega's 3, 6 & 9, plus
Vitamin E. Half the saturated fat of olive oil
Chilli Garlic.
A gentle "kick" of chilli with a hint of garlic - all
the nutrition of our rapeseed oil enclosed
Camelina Oil has been part of the European diet
for several thousand years and is the most stable
nutritional oil on the market.
Our Camelina oil l is unique in that it is
exceptionally rich in both omega-3 fatty acids
(38.6g / 100ml) and potent antioxidants (such as
vitamin E). The high antioxidant content and an
almond-like taste and aroma makes Camelina oil
a much more versatile culinary oil compared
with the most common source of omega-3
supplementation: flax.
Just one teaspoon of Newgrange Gold
Camelina oil contains the daily recommended
intake of Omega three!
Garden Herbs
Newgrange Gold premium cold pressed rapeseed oil, mixed with the natural oil
pressed from thyme, sage, parsley and lemon.
All the nutrition of our rapeseed oil with an extra taste of the Mediterranean!

International Honours For Craft Butchers

Transcription

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