Lloyd Maunder Butchers’ Shops has launched a Meat Smart campaign to encourage consumers to see butchers as an affordable alternative to the supermarkets. Owner Andrew Maunder aims to highlight the value and quality of local meats to consumers. During the nine-week campaign, which started last week, consumers are being offered deals on local pork, beef and lamb, while the butchers are providing information on sourcing and alternative cuts.

“Too many people wrongly assume high-street butchers are expensive,” said Maunder. “We can keep prices competitive because we butcher the whole carcase, and customers can choose their cuts and quantities according to their budgets.” The 14 Lloyd Maunder butchers, which now trade as West Country Family Butchers, have reported their best trading of the year in recent weeks.