Trying to turn haggis from an occasional celebratory dish into a regular habit is the challenge being addressed by Scots fresh meat supplier Simon Howie Butchers.
The traditional Burns Night fare is popular both north and south of the Border, but so far only in the homeland is it eaten regularly all year round.
This year St Andrews Day (November 30) is being targeted as another potential occasion to eat haggis. For the first time Morrisons will stock the Simon Howie brand nationally from next month.
Haggis is just one of many meat products supplied by the family company, which began as a butcher’s shop run by Simon in Dunning, near Perth, in 1986. Supplying hotels and restaurants meant the business grew to the extent that a factory was added near the family farmhouse.
This led to a relationship with Sainsbury, and now 15 of its stores in Scotland have Simon Howie butchery departments offering a full range of butchers’ products.
Its haggis is listed in Morrisons, Sainsbury and Somerfield, and other branded products with a listing in Morrisons and Sainsbury include Simon Howie premium sausages in steak and cracked black pepper, pork and herb, and pork, honey and mustard.
Its original approach to adding value to meat means that sales to supermarkets are now up 30%.
Company MD Simon Howie said: “Our main presence is in Scotland, but we are ambitious and have got a breadth of products and ideas so that in a few years we hope to have developed a few national brands. We don’t want to be a national company just once a year with our haggis.
“We want to be in all stores all year round with new and innovative products.”