A new incentive to encourage breeding for beef will be introduced at this year’s East of England Winter Stock Festival.

An extra £500 has been awarded from the show’s mainline sponsor and official auctioneers, Melton Mowbray Livestock Market, meaning the total prize money for the supreme cattle champion now stands at a grand £1,000.

This new incentive at this year’s show will only be awarded on the production of the kill sheet for the champion animal within eight weeks of the event.

A spokesman said: “The primary aim of this is to encourage the exhibitor of the champion beast to sell it for beef, but we hope it will also give confidence to our butcher buyers that they can secure the champion for their discerning customers to enjoy over the Christmas period.”

East of England Winter Stock Festival

One of the main objectives of the Winter Stock Festival is to offer an outlet for primestock cattle lamb and pig producers to promote and sell their stock to the premium Christmas market.

Local butchers and buyers are encouraged to attend and take the opportunity of purchasing some of the highest quality stock available anywhere in the country.

Festival director William Haire said: “We are very grateful to Melton Mowbray Livestock Market for offering this prize and hope it will ensure the champion animal is not only offered for sale but is also purchased by a butcher and is enjoyed by diners over the Christmas period.

“To be able to strengthen the heart of our show with a good honest sale is what we believe is right and we are keen to engage with exhibitors and buyers who feel the same.”

The event takes place on November 30 and December 1 and is free to attend with free parking.