Aussie men eating more meat pies
Note for American readers: Most pies sold in Australia contain minced or cubed meat, not fruit. The meat pie is Australia's national food. I LOVE meat pies and eat them frequently -- both for breakfast and for dinner
DOWNTRODDEN blokes are biting back and sending meat pie sales soaring. One of Australia's biggest pie maker, Patties, has announced a 10 per cent jump in sales and says fed-up men are fuelling the surge. "Blokes are sick of being told what they can and can't eat," Patties marketing manager Mark Connolly said. "They've had a gutful of it and are going back to living by their own rules. "If they feel like having a pie and a few beers, they'll have a pie and a few beers."
Patties holds over half the Australian market for pies, sausage rolls and pasties. Its brands include Patties, Herbert Adams and the iconic Four'N Twenty range. The Melbourne-based firm reported an 8.6 per cent overall profit rise in the 2007-08 financial year. Pie sales were slightly down the year before, in a fall blamed on unusually hot weather.
The success of its blokiest brand, Four'N Twenty, follows an advertising campaign ridiculing salads. Mr Connolly called meat pies "the nearest thing we've got to a national cuisine". He said strong sales at supermarkets were matched by a 10 per cent jump at sporting venues, despite a constantly growing range of alternatives. "Pies keep selling and selling," Mr Connolly said. "At the end of the day they can't move the more trendy stuff."
Road worker Grant Dye said there was nothing better than a hot pie on a cold day. "A good meat pie is chunky and nice and tender," Mr Dye said. "It doesn't worry me what brand it is as long as it's nice and fresh."
Spotless, which caters for the Melbourne Cricket Ground, said pies were only one of a broad range of food options now, but remained a staple seller. Any growth in sales would reflect the growth in attendances, a spokeswoman said. "There are more people going to venues and more events held at the MCG. "If it is due to anything, it would be due to the increased patronage."
But Mr Connolly said tradition and tighter economic times were also factors. But it was more about manpower. "They're not that complicated. They just want to be left to their own devices," Mr Connolly said.
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