James Muscat (right) and his son Malcolm at one of Prime Meat Shop’s outlets

Malta’s leading meat processor, Prime Ltd, is set to open a new meat shop in Fgura early this month, bringing the total number of shops under its umbrella to 12. The company, established since the early 1960s, is well known for its commitment to quality and has become a household name in this regard.

Prime Meat Shops is a subsidiary of Prime Ltd, based in Marsa, the manufacturing concern of the business that specialises in processed meats. The product range includes the increasingly popular Sandwich ham, Low Fat Ham and a variety of cooked meats, bacon and sausages.

Clients include supermarkets, grocery stores, hotels, catering outlets and wholesalers, all of which have built up a long-standing relationship with the company. Prime will soon be extending its range to include a wider variety of delicatessen products to suit consumer demands and tastes.

Prime Meat Shops specialise in fresh meats, including pork, beef, veal, chicken and rabbit, and a variety of ready prepared products offering customers great value and convenience. The other outlets are located in Marsa, Qormi, Sliema, Paola, Zejtun, Naxxar, St Paul’s Bay, Mellieha, Qawra and Għajnsielem, Gozo.

“Patronage at all our outlets is consistently high and, with the addition of the new outlet in Fgura, we are confident that this is expected to continue to grow in the coming months,” said company director James Muscat. “The high levels of service, the concept of convenience and good value for money are among some of the factors contributing to the success of the Prime Meat Shop chain.”

In keeping with today’s healthy lifestyle campaigns, Prime Meat Shops will shortly embark, yet once again, on a series of activities to promote this concept. These will include a collection of original recipes by James Muscat, a regular guest on a number of TV and radio programmes with his traditional, healthy cooking styles. James will be fronting the events with a series of shop promotions, seminars and talks, as he has done so successfully in past years.

James will also be present, next to the Prime Meat Shop located within GS Superstore, Naxxar, throughout the popular Women’s Week promotion to be held between 4 and 9 March. Tastings, freebies, recipes and a number of special offers, including a free chicken with every €25 purchase from the meat shop, will be available throughout this promotional week.

A series of recipe cards by James focusing on easy-to-prepare, low-fat meals will be distributed in the coming months. These will include healthy salads and barbecue specials. More recipes by James are available on www.primemalta.com, on the Facebook group PRIME RECIPES 4 U, or by e-mail from james.muscat@primemalta.com.