Leading foodservice supplier Brakes has continued working closely with The Orchid Group, culminating in the release of an educational webcast, geared toward helping operators and chefs alike, make the most out of their carveries.
The video has been split into two parts, the first of which is hosted on the Prime Meats website, and consists of an interview between Sharon Hammond, concept development manager at The Orchid Group, and Rob McFarlane, sales director, from Prime Meats. Within the interview, Sharon and Rob discuss the ways in which Orchid has gone about developing it’s carvery offer, and take a closer look at some of ways in which Orchid have been so successful in marketing their business.
Working in close partnership with Brakes, The Orchid Group has paid particularly close attention to the products used within the carvery business. British products litter the menus of Orchid’s carveries, with meats, wines, water and desserts all British-farmed, and Farm Assured. In addition the Red Tractor logo, a certification standard that Sharon recognises consumers buy into, is also found across all manner of promotional material.
Sharon comments: “The Red Tractor approach to our carvery came about by trying to differentiate ourselves from our competitors. We looked at the other offers around, and knew instantly that we wanted to focus on quality meat, under-pinned by a British message, and Red Tractor certainly gives us this.
“Although there is probably not 100 per cent understanding of exactly what Red Tractor is about, its increased appearance at supermarkets within the retail sector means that it is a recognition of British, and a recognition of quality, that consumers understand.”
‘Border Beef’ is a great example of one such success story. By working with Brakes, Orchid has developed this ‘own brand’ of beef, whose name comes from its origins on the border between England and Wales. Border Beef adds yet another USP to Orchid’s business that sets them apart from the competition, and contributes to the customer perception of The Orchid Group as a powerful ambassador for fare that is both seasonal and British.
Rob McFarlane, comments: “This partnership with Orchid, is a fantastic example of the good work that can be done when suppliers like Prime Meats, team up with pro-active and passionate operators who are keen to tell a story and differentiate their brand. Promoting the use of seasonal British food is tremendously important, not just to Prime Meats, but to the Brakes Group as a whole, and to see that the work we are doing with Orchid is beginning to pay off, is fantastic.”
As well as the close ties between Prime Meats, The Orchid Group also utilise significant ties with other specialist businesses from within the Brakes family, sourcing seasonal products from the likes of Pauleys as well.
This ‘whole business’ approach demonstrates brilliantly the way suppliers can take advantage of the experience, knowledge and expertise of each of the different specialist businesses within the Brakes family, to create a very distinct offering that sets them apart from everybody else.
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We have a New Prime Meats DVD available too... 
