The counter in Sainsbury’s East Kilbride was singled out for the best regional supermarket counter in Scotland at recent Supermeat awards organised by the Meat Trades Journal.

Sainsbury’s fully branded the counter with Scotch Beef, Scotch Lamb and Specially Selected Pork point of sale from Quality Meat Scotland last year, as part of our work with the multiple retailers throughout the country.

The judges commented that the counters were impressive in both terms of the layout and product quality. Serve-overs were well-organised, consistent in standard and set out with flair and style.

Laurent Vernet, Head of Marketing for QMS, said: “We’d like to congratulate the team at Sainsbury’s East Kilbride for winning this award, as it shows how investment in the quality in the products sold over the butchery counter can pay dividends.

“With consumers increasingly looking to buy local and get advice about their purchases, the butcher counter is a good to way to show consumers that they will get quality branded product with all the assurances that come with it.

“A growing number of retailers are recognising the value of clear Scotch branding, and as consumers become more demanding about the service they receive from the multiples, this level of investment is something we’d like to see throughout Scotland.”