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- AMIE | Association of Meat Importers and Exporters
- GMTEU | Gauteng Meat Traders Employees Union
- NERPO | National Emergent Red Meat Producers Organisation
- NFMT | National Federation of Meat Traders
- RMAA | Red Meat Abattoir Association
- RMRD SA |Red Meat Research and Development South Africa
- RPO | Red Meat Producers' Organisation
- SAFA | South African Feedlot Association
- SAFLA | South African Federation of Livestock Agents
- SAMPA | South African Meat Processors Association
- SANCU | South African National Consumers Union
- SAPPO | South African Pork Producers Organisation
- SHALC | Skin, Hides and Leather Council
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Information
Research conducted by The Red Meat Industry has found that consumers expect top quality beef, a hygienic environment as well as a friendly and efficient service when visiting their butchery or supermarket. As a result, the Cleaver Awards were launched in 2005 to meet the needs of the consumer by raising standards amongst butcheries. Initially, 2 500 entries were received in the inaugural Cleaver Awards, with this figure increasing to over 11 000 entries across all 9 provinces this year. These awards have successfully assured the consumer that they can purchase South African Beef with confidence and have also directly involved the butchers themselves by rewarding and recognising South Africa's best butcheries.
"Our consumers today have less time, more to do, and are more discerning in their purchases and have a grater variety of meat solutions. The butcher and his team are the final interface with consumers for our beef products and their role cannot be underestimated", comments Mr Frikkie Potgieter, the chairman of the Beef-Up Marketing Committee. "Butchers form part of the current trend in consumer behaviour where people seek almost a "village feel" - connectivity, realness and authenticity - as part of their shopping experience."