With consumers turning back to independent butchers, Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched a free magazine to inspire consumers to make the most of the high-quality meat available from their high-street butchers’ shop.

During the 1990s and early 2000s, the number of independent meat retailers across the UK halved.

However, numbers have since stabilised as a new breed of butcher combining traditional skills with product innovation has begun to carve out a niche on the high street.

Many in Wales are part of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club - an association of high-quality retailers who are committed to sourcing local PGI-accredited produce, and receive exclusive marketing materials from the red meat promotional body.

In addition to the usual posters and leaflets, HCC has now invested further in independent butchers by launching new magazine Meat on the Bone.

The publication contains seasonal recipes such as barbecue marinades, information on the health benefits of red meat, and celebrity features.

“Consumers enjoy visiting independent butchers because it’s very much a value-added experience,” said HCC marketing officer Kirstie Jones.

“They can get advice on how to prepare and cook their meat, as well as trying convenient oven-ready preparations that modern butchers excel in.”

She added: “Our new magazine will be available at shops that are members of HCC’s Welsh Lamb and Welsh Beef Butchers’ Club and contains a range of delicious recipes.

We’re also really pleased to include articles from TV barbecue guru Chris Roberts, as well as rugby international Elinor Snowsill who explains how meat is a great part of a healthy balanced diet.

“The magazine also contains information on how PGI Welsh Lamb and PGI Welsh Beef are fully traceable from farm to fork, and a special feature on Wales’s pork sector which has been winning more and more UK-wide accolades,” said Kirstie.

Teifi valley business Dewi James a’i Gwmni, which has shops in both Cardigan and Newcastle Emlyn and was one of the winners at the recent Food Wales Awards, is one of the first businesses to stock the new magazine.

“More and more people care about where their food comes from, and in our shop, they know that much of the produce comes from the local area,” said Dilwyn James.

“Consumers also rely on butchers for advice on how to make the most of their meat. This new magazine will give them more new ideas, including great recipes for summer.”

Many Butchers’ Club members are currently competing to see which of them will provide the meat for displays and cookery demonstrations in the HCC pavilion at this year’s Royal Welsh Show.