The search is on to find the best burger in England. Could it be yours?

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1 The search is on to find the best burger in England. Could it be yours? The hotly contested Burger Challenge is back for 2014! The competition is now open, so if you believe your burger is good enough to be crowned England s Best, then EBLEX wants to hear from you! Be Proud Of Your Burger Step Up To The Challenge! Entering competitions is a great way of putting your business on the map and generating positive PR so if you re up for the challenge then make sure you enter today! Enter now! Full details and application form inside!

2 Calling all retailers, caterers and manufacturers... EBLEX is once again on the lookout for the best burgers in England and is now calling for entries. If you think you make an award winning burger, or even if you want to test run a new recipe, then enter it into the Burger Challenge today! The three main categories are: This year EBLEX is looking for the most succulent, tender and tasty burgers in three main categories plus an exciting new innovation category! 1. Independent Butcher open to retail butchers in England who make and sell their burgers from scratch on the premises 2. Multiple Retailer open to multiple retailers or manufacturers based in England that produce and supply burgers for sale in multiple retail outlets (branded or own label) 3. Foodservice open to foodservice operators, catering butchers or manufacturers in England that produce burgers for sale in foodservice outlets In these three categories, burgers can be made from beef, veal, lamb or mutton but must be from an assured source which is compliant with the, Mark or an equivalent named quality scheme. And, in recognition of the growth in the premium burger market, EBLEX has also introduced a fourth category this year: 4. Premium Quality Innovative Burgers open to all sectors of industry (though entrants must be based in England), this category has been introduced to recognise and reward innovation in the burger sector. In this category, the judges are particularly keen to see burgers made from single muscle cuts. That s because research has shown that mincing trim from the rump, chuck or brisket can significantly improve margin potential, as well as creating different taste and texture profiles which many consumers prefer. (See back page for more information.) How The Competition Works: Stage One An entry fee of 20 (inclusive of VAT) will be charged for each product entered. Completed entry forms must be returned by Friday 28 February After this date, EBLEX will contact all entrants to ask them to send in four samples of their products so they can be cooked and tasted by a panel of experts. A team of judges will assess all entries and award marks which will equate to gold, silver or bronze status (gold = points, silver = points, bronze = points). Artwork will be made available for gold, silver and bronze award winners to use on packaging (at their own expense) should they wish to do so. The first round of judging will take place on Wednesday 2 April Stage Two All the gold award winners in each category will go through to the final. Finalists will be asked to submit a further four samples of their burgers to be cooked and tasted by a panel of industry experts on Wednesday 30 April 2014 when a winning burger will be chosen in each category. All four category winners will be invited to attend the prestigious Meat Management Industry Awards in London on Wednesday 4 June 2012, where they will be presented with their award. Further information is available from Georgina Stokes by calling or ing georgina.stokes@hdcommunications.co.uk or consult the website

3 ENTER NOW! This form must be completed by all entrants: Name: Position: Company: Address: Postcode: Telephone: Which sector is your business operating in? Independent Retail Butcher Multiple Retailer Manufacturer Catering Butcher Foodservice Operator Which category of the competition do you wish to enter? Independent Butcher Multiple Retailer Foodservice Premium Quality Innovative Burgers Are you a member of the Mark scheme for beef, veal or lamb Yes No If no, would you like information on the scheme and its benefits? Yes No I confirm that the beef, veal, lamb or mutton used in the burger entered is sourced from an assured supply chain I agree to abide by the terms and conditions of the competition Signature Date Send your completed entry form, plus a cheque for 20 for each product entered (made payable to AHDB) to the address below, to arrive no later than Friday 28 February 2014: England s Best Burger Challenge, 120 Bridge Road, Chertsey, Surrey KT16 8LA Terms and Conditions of Entry 1. There is no limit to the number of entries that can be made. 2. An entry fee of 20 (inclusive of VAT) will be charged for each product entered. Cheques should be made payable to the Agriculture and Horticulture Development Board (AHDB). For your own VAT records it is advisable that you retain a copy of the completed entry form. 3. All parts of the entry form must be completed in full. 4. The closing date for entries is Friday 28 February 2014; any entries received after this date will not be accepted. 5. An entry form with accompanying information and a cheque for the total amount payable ( 20 per product) must be sent to: England s Best Burger Challenge, 120 Bridge Road, Chertsey, Surrey KT16 8LA. 6. All burgers must contain at least one of the following ingredients: Quality Assured beef, veal, lamb or mutton. 7. The meat used in the products entered must be from an assured source and compliant with the Red Tractor, Mark or equivalent named quality scheme. 8. Products entered must comply with current legislation and may be subject to chemical analysis. Entries from manufacturers must include a legally correct label. 9. All entries must arrive chilled (or frozen if the product is to be cooked from frozen) in the appropriate hygienic packaging. Storage instructions (ie chill or freeze) must be made clear on the packaging. 10. Any special cooking instructions must also be enclosed with each product. 11. All burger samples must be identified by their product name and allocated code alone; no other marketing/company information should be included. 12. The criteria for judging will include overall appearance both raw and cooked, size appropriate for target customers/consumers, fat content during cooking, texture, taste and smell. 13. Entries will not be returned and will be disposed of after judging is completed. 14. AHDB accepts no responsibility whatsoever for the loss or damage to any entries. 15. Employees, agencies and associates of AHDB and their immediate families are not eligible to enter. 16. All finalists will be given seven days notice of where to send their burgers for the second stage judging. 17. Winners and finalists must agree to have their details used for publicity purposes. 18. Winners should be available to attend the Meat Management Awards on 4 June The judges decision is final and no correspondence will be entered into.

4 Please complete the relevant category section for each b Please note, burgers can only be entered into ONE category, so please sele 1 2 Independent Butcher Multiple Retailer/Manufacturer the Independent Butcher category the Multiple Retailer/Manufacturer category

5 urger entered (photocopies of this page are acceptable). ct the most relevant. All information supplied will be treated in the strictest of confidence. 3Foodservice 4 Premium Quality/Innovative Is your burger aimed at the retail or foodservice sector, or both? the Foodservice category the Premium Quality/Innovative category

6 Profit Potential Premium Quality Single Muscle Burgers EBLEX recently identified that mincing trim from the rump, chuck or brisket can significantly improve margin potential as well as creating different taste and texture profiles which many consumers prefer. This led them to develop a range of premium, or gourmet, burgers: the Premium Brisket, Premium Chuck, Premium Extra Lean Burger and Premium Rump. All the burgers were assessed in consumer taste tests and the results show a clear preference for the cut specific burgers, with each of them scoring more highly than the control burger for overall preference. Premium Rump 6.82 Premium Extra Lean 6.76 Premium Chuck 6.41 Premium Brisket 6.33 Premium (control) 6.30 Premium Brisket Using good quality brisket trim to produce Premium Brisket s will yield a 14% margin increase. 14% M A R G I N I N C R E A S E The Flat Brisket is boneless and highly trimmed. After harvesting Brisket Mini Joints from the Flat Brisket, all that remains is trim, a mixture of 98% VL, 85% VL and fat. By mincing the brisket trim to produce an 85% visual lean burger mix, the additional profit potential is significant. A Flat Brisket primal cut weighing 5.09kg will normally yield 4.49kg (88.2%) of total saleable meat. The retail value of that is 39.32, which delivers a gross margin of 15.76, or 40.07%. But by using the whole brisket, ie the Mini Joints and the trim, the total saleable meat increases to 100% (5.09kg), resulting in a total retail value of and a gross margin of 27.26, or 53.64%. That s equivalent to a 14% margin increase. Premium Rump Using good quality rump trim to produce Premium Rump s will result in a 9% margin increase. 9% M A R G I N I N C R E A S E Using seam butchery techniques, the rump primal (with part tail) is cut into three individual muscles: the Bistro, Prime Rump and the Cap (Picanha). These are then cut into steaks ready for sale. What remains is trim and EBLEX has calculated that by mincing the rump trim a mixture of 98% visual lean (VL), 85% VL and some fat (which would normally go to waste) the profit potential is significant. To explain, a primal cut weighing 6.21kg will normally yield 5.29kg (85.2%) of total saleable meat. The retail value of that is 78.07, which delivers a gross margin of 28.39, or 36.36%. But, by mincing the good quality trim (which must contain no gristle) and the waste fat to produce Premium Rump Steak Burgers, the total saleable meat increases to 5.75kg or 92.6%. That equates to a total retail value of and a gross margin of 40.86, or 45.13% (a 9% margin increase). Visit to view the full range of cutting specifications in the EBLEX Cutting Specification Manual and Meat Purchasing Guide. Premium Chuck Using good quality trim to produce Premium Chuck s will result in an 8% margin increase. 8% M A R G I N I N C R E A S E Two cuts are derived from the Chuck Roll, a single Rib Eye Fillet and Denver Steaks. When taken from a Chuck primal weighing 8.45kg, these two cuts will result in 8.02kg of total saleable meat, a 95% yield, worth retail sales of and equating to a gross margin of 39.17, or 52.48%. Remaining is the trim, 98% VL, 85% VL and fat. But, by mincing the good quality trim to produce an 85% visual lean burger mix, the total saleable meat increases to 8.4kg (a 99.5% yield), which equates to a total retail value of and a gross margin of or 60.51% an 8% increase. Premium Extra Lean Premium Extra Lean s are made from cuts which can come from anywhere on the carcase the only specification being that the meat must be 95% visual lean. Many retailers currently offer a Premium Extra Lean Burger but it s important to get the retail selling price right to ensure you are getting the best return. EBLEX is a division of the Agriculture and Horticulture Development Board (AHDB).