Asda extends trial with McGee’s butchery concessions

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SUPERMARKET GROUP Asda is extending its trial of McGee’s butchery concessions across a number of its stores in England, Scotland and Wales following successful pilots at two of its outlets.

McGee’s, owned by leading British pork supplier Karro Food Group, has been successfully trialled at two Asda stores in Scotland this year.

The initial trials, which have seen butcher counter sales increase eight-fold since they began, follow the success of McGee’s concessions across Asda’s 16-strong store estate in Northern Ireland.

David O’Neill, account director at Karro, said: “The modern look and feel of the McGee’s concessions, coupled with the quality, range, offers and freshness of products available, have ensured that Asda customers are attracted to the in-store counters.

“Additionally the expertise and knowledge of our trained butchers have helped result in positive responses from customers and increased sales. Karro is excited about the future for McGee’s within Asda and further openings coming soon.”

McGee’s opened its first concession with Asda at Westwood in 2009. Michael McCallion, Asda’s head of local sourcing for Northern Ireland and Scotland, said: “We have been delighted with the ongoing success of McGee’s at our stores throughout Northern Ireland and also during the recent trials in Livingston and Bearsden.

“Our aim was to introduce the traditional butchery ethos of service and expertise as part of the supermarket shop and this has been a huge hit with our customers. We look forward to rolling the concept out across the UK over the coming months.”

Karro, based in Malton, is a British pork producer with annual turnover of £528m.