Penny's consumer awareness mission

Penny's is positioning itself as the abattoir which is proud to speak its name and wants to encourage consumers to ask where their meat has come from and where it has been killed.

With that in mind, it bought 20 beef and lamb champions at Christmas primestock shows, so butchers it supplies can boast that they are supplying the best, from named animals.

Chief buyer Mick Searle said: "Year round we are committed to providing the best meat and we are delighted that our butchers' customers will be tucking into some of the country's most delicious roasts this Christmas. We are very strong on the traceability of our meat and are actively encouraging consumers to question where their meat comes from."

As part of its rebranding, Penny and Sons recently launched a new website aimed at consumers as well as suppliers and buyers. See www.johnpenny.co.uk/

Butchers which have bought champion meat from Penny's this Christmas are: Kendalls, Pateley Bridge; Yorkshire Farmers, Harrogate; K Balsdon, Summerbridge; Dean Price, Rotherham; Hockings, Spennymoor; MJ Meats, Pontefract; Allums, Wakefield; Russell Hume, Derbyshire; and Angelo's, Scunthorpe.

CW 18/12/10