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A right Royal occassion

16th March 2011

Monday 14th March witnessed another wonderful occasion for Aubrey Allen to partner with local business to help promote our great industry. Aubrey Allen’s Head of Marketing, Lucy Fleming was joined by great friend and award winning restaurateur Christophe Charpentier, of Wildes of Leamington Spa at the event held in Butchers Hall in London. Organised by The Scotch Beef Club and Quality Meat Scotland, the event was attended by Her Royal Highness The Princess Royal who is the Royal Master of the Livery of the Worshipful Company of Butchers and patron of The Scotch Beef Club.

Christophe, who was one of only a few chefs invited to attend the event, said "I was absolutely delighted to have been invited. At Wildes we are absolutely committed to great beef, which is why we use Aubrey Allen. The event gave me a great opportunity to meet the whole of the supply chain and to understand just what goes into supplying a World-Class product."

A busy day of activity saw the presentations of 2011 Bocuse d’Or awards, cutting and serving demonstrations of both beef and lamb by master butchers, and the official Launch of ‘Ladies in Beef’ and their flagship event, ‘Great British Beef Week’.

'Ladies in Beef’ was founded to raise awareness of British beef and will use a network of regional ‘champions’ to front regional media campaigns to raise the profile of beef. Its inaugural ‘Great British Beef Week’ has already gained the support of several major retailers. The week-long event will run during April and has been timed to coincide with St George’s Day and the Royal Wedding. It’s a fantastic initiative designed to boost sales of British beef at a time when patriotism will be at its highest.

Aubrey Allen’s Lucy Fleming also had the opportunity to speak with Her Royal Highness about the launch of ‘Ladies in Beef’. “The Princess Royal is a wonderful ambassador for the meat industry. She’s really behind the ‘Ladies in Beef’ initiative and, of course, everyone was quizzing her about the forthcoming Royal weddings and wanting to know whether beef would be on the menu! It was a great day and one which reminds you of how proud you are to be involved in the industry”.

For more information visit;
www.scotchbeefclub.org
www.wildes.uk.com

WILDE'S is an independent, family business which has occupied the same Regency basement in Leamington Spa since 1976

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