Speciality Food April 2025

customers feel connected to their food.” Health concerns are also a driving force here. “The whole areas of wellness and sustainability are increasingly overlapping,” says Andrew. “Descriptors such as ‘grass- fed’, ‘regenerative’, ‘organic’ and ‘heritage breeds’ are taking hold in shopper consciousness, adding to the sense that ‘what’s good for me must be good for the planet’. In the world of high-end dining, chefs have even described this interrelationship as the future of gastronomy. “This is further backed by recent research from Quality Meat Scotland that shows that 79% of shoppers consider animal welfare a crucial factor when choosing meat. And further analysis from The Knowledge Bank shows that provenance also plays a vital role in buying behaviours: 50% of people look for the country of origin on product labels and 43% prefer locally-produced items. These findings highlight the importance of transparency in sourcing, especially as shoppers become more selective with their meat purchases.” A bright future There is plenty of work to be done in the fight for ethical meat, says Farshad. “We can support regenerative farmers, educate customers about the direct link between soil health and the quality of the food they eat, and advocate for specialityfoodmagazine.com 43 The freshmeat and butchery sector has seen the beginnings of a turnaround in fortune as sales of freshmeats and prepared freshmeats across all UK retail channels rose 2% in volume and 7% in value across 2024 to £7.2bn transparency in sourcing. Retailers should encourage consumers to think about “what their food ate” and how the land was cared for, as this will ultimately influence the food they put on their plates. By embracing these practices, retailers can help shape a food system that nurtures both the land and human health.” Lord Newborough says that work HOW TO STOCK ETHICAL MEAT “Retailers should prioritise sourcing from farms that employ regenerative farming practices, focusing on soil health, biodiversity, and carbon sequestration,” says Farshad of The Ethical Butcher. “Look for certifications such as Pasture for Life (PFLA), LEAF and Regenefied, which ensure high standards in regenerative and sustainable farming. Consumers should ask questions about the farming methods behind the products they buy – how the animals were raised, whether the land is being cared for in a way that improves soil health, and how sustainable practices are being implemented. When soil is healthy, the result is not just better meat but a better, more sustainable food system.” has to be done to build consumer recognition of high quality, ethical meat. “While there is a niche audience that truly appreciates the art of butchery, widespread education is still necessary,” says Lord Newborough. “Many consumers lack a fundamental understanding of different cuts of meat, their origins, and how to properly prepare and cook them.” Adding value through education will raise the profile of good butchery, he continues. “Increasing education around butchery techniques not only enhances the consumer’s experience but also helps to elevate the overall perception of the craft.” Ultimately, says Andrew, “The number one factor that keeps shoppers coming back to meat is taste. The reason the tech-inspired meat substitutes sector is declining as rapidly as it rose is because it hasn’t been able to replicate the taste and flavours of the natural product. “If retailers harness provenance, welfare and nutrition to craft a message that focuses on meat’s superior taste then the success of 2024 should be repeated in years to come.”