In the picture: Garry Cronie (interim business manager, Dungannon Meats), Danny Miller (chairman, North Highland Products) and Justin James (category manager for meat, Sainsbury's) at the training day.
Mey Selections beef and lamb, which is available in a growing number of Sainsbury's stores, was the focus of a special training day, held last week at the Park Lane Marriott Hotel in London,
for the company's meat buyers, counter and fresh foods managers.
Over 50 Sainsbury's senior counter staff, buyers and food technologists heard Justin James, the company's category manager for meat, say that the supermarket group was fully committed to promoting the brand.
"Mey Selections is the best of the best. As a major retailer, it is exclusive to Sainsbury's and we are full square behind it. The beef and lamb produced by Mey Selections is all about creating differentiation for Sainsbury's customers," he added.
Danny Miller, chairman of North Highlands Products - the company set up to produce and market Mey Selections products - explained the unique qualities of the beef and lamb, all born and reared in the North Highlands region.
"All Mey Selections meat is traditionally reared on family farms using predominantly native breeds," he said. "The meat is as good as it gets."
Garry Cronie, interim business manager of Dungannon Meats Group at Dornoch, the Mey Selections' processor, emphasised the critical importance of the correct hanging and maturation of the beef and lamb,
"There can be no doubt that the quality of the beef and lamb used for Mey Selections is second to none, and is critical to the brand's performance in the marketplace," he said. "Our maturation and processing
methods are designed to ensure the natural quality of the meat is preserved for the consumer to enjoy".
Reaction from the audience indicated that public demand was strong, with some customers requesting only Mey Selections meat.
Rory Stone, managing director of Highland Fine Cheeses, also gave a short presentation. The Mey Selections Highland Blue cheese, which is made in Tain, is available in selected Sainsbury's stores.
