This strategic initiative emphasizes the remarkable advantages of mutton, showcasing its superior flavor profile and tenderness when cooked. By promoting mutton, Brakes positions this often-underappreciated meat as a worthy alternative to lamb in culinary applications.
Additionally, Brakes has introduced a diverse selection of mutton cuts designed to mirror chefs’ preferred lamb products. The collection includes familiar options such as racks, joints, chops, mince, and diced mutton, offering chefs a seamless transition from lamb to mutton without sacrificing quality or familiarity.
To support their campaign, Brakes has launched a dedicated section on their website. This resource provides not only delectable recipe inspirations but also comprehensive information regarding their mutton products, which are proudly 100% British farm assured.
In conjunction with this campaign, Brakes is implementing its ‘Ways to Save’ initiative, which is designed to assist customers in navigating the rising costs associated with food service. The campaign not only aims to promote the use of mutton but also provides practical advice for saving money, including tips on cash-back offers and maximizing promotional opportunities.
Paul Nieduszynski, CEO of Sysco GB, expressed his commitment to enhancing customer value by stating, “We are committed to identifying, launching, and promoting products that help customers save money. Mutton is a great example of this as it is a delicious, underused alternative to lamb.”