Musgrave Retail Partners GB is hoping to boost meat sales at Budgens stores by emphasising provenance and preparation by a team of trained butchers.

The nine Budgens stores taking part in the trial are displaying 'meet our butchers' PoS with photos of the Budgens butchers team at its butchery centre in Wellingborough. The signs explain that Budgens' meat is 90% British and prepared and packed by hand. Meat packs have had a makeover to include the butchers' photos while 'post-it notes' have been placed by products to offer cooking and serving suggestions.

"It emphasises the fact that Budgens' fresh meat is prepared and packed by butchers who work for Budgens, not just a faceless, nameless supplier," said a spokeswoman.

Meanwhile, Musgrave GB has converted its entire Londis fleet to full chilled capacity, which will allow it to supply Londis retailers with a full fresh range.