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Embargoed until 22nd September 08

The Credit Munch: Waitrose Takes Stock of the Forgotten Cuts

Despite the current credit crunch, new research released by Waitrose today, has revealed that many of the more economical cuts of meat are simply being ignored.

The survey of 1,000 men and women across the UK highlights a growing generational divide, as consumers lose touch with the thrifty techniques used by their mothers and grandmothers to make food go further.

The shift away from slow, no-nonsense cooking has meant that adults between 18-34 years are now more likely to grill or fry meat than cook traditional dishes such as mince and tatties or stew. 

Only 41% had cooked a pot roast in the last year, compared to 92% who said that they had fried or grilled meat.

Scots listed mince, stews and soups as their favourite food cooked by their grandparents from scratch, but only half of those questioned said they used these cooking methods themselves.

Even savvy, money-saving techniques such as stock-making have been forgotten or neglected.  Two thirds of respondents admitted that they never boil up meat or poultry bones to make stock.

The nation’s obsession with fillet and breast has also fostered an unwillingness to explore and experiment with unfamiliar ingredients.  Of those questioned, 10% had cooked with mutton or brisket and only 3% had used feather steak, a tender and flavoursome cut which is prized by the French and costs just a fraction of the price of prime beef.  Similarly, 56% said that they wouldn't normally contemplate buying offal.

Unlike most other supermarkets Waitrose buys the whole carcass which gives farmers an assured market for the entire animal that they rear.

The retailer is now aiming to re-connect Britons with the lesser-known cuts of meat to help shoppers make the most of their grocery spend. 

Because of this whole carcass policy, customers can be assured that lesser known cuts of meat come from exactly the same carcasses as more expensive cuts ensuring similarly high standards of farming and animal welfare.

The Forgotten Cuts campaign will demonstrate that lesser known cuts and joints are as easy to cook and every bit as delicious as the better-known cuts. The retailer has created a selection of recipes at www.waitrose.com/forgottencuts   and is even inviting consumers to join in a special online chat room sharing their thrifty techniques for making meat go further.

Says Waitrose Meat Buyer Andy Boulton

“Our mothers and grandmothers were experts at making what little they had go a long way when it came to cuts of meat – but these thrifty techniques seem to have been lost inside a generation.”

“Most people feel they lack the time or skills to cook anything other than fillet or breast meat.  But popping several ingredients into a pot and leaving it to cook for a few hours is not only one of the simplest ways for busy people to prepare food, it is also one of the most economical.

“There are a wealth of lesser known cuts which have become like the Cinderellas of the food world. They deserve more attention than they are getting - and there are plenty of ways to make a little meat go a long way.  It is not only a cost effective way to enjoy high welfare, great quality food but a means of appreciating the full range of wonderful flavours and textures that are there for the taking.”

Factbox: some Scottish figures

·         When listing the favourite dishes cooked by their grandparents, Scots listed soup (17%), mince (16%) , stew (16%)

·         42% of Scots said they didn’t cook these dishes themselves, 29% because they didn’t know how to and 19% because they don’t have the time

·         More Scots said they didn’t cook offal because they were squeamish about it than any other part of the UK (16% compared to UK 11%)

·         More Scots said they had boiled up meat or poulty bones to make stock (45%) in the past 12 months than people in the rest of the UK (32% average)

NB: full breakdown is available

-Ends-

Notes to editors

1.       The research was based on a UK-wide Omnibus survey of 1,000 consumers was carried out by Markettools  in August 2008.

2.       Photos and recipes available

3.       Research tables available for region by region breakdown

For more information please contact Giselle Dye Giselle.dye@pagodapr.com

Out of hours 07739 085023