|Sir Norman Wrassle|
This is the 226th successive quarterly fall in tripe sales, which Sir Norman attributed to an over-exposure of tripe in the media.
Tripe had featured in a number of TV cookery programmes over the last three months and analysis by the TMB concluded that this had harmed sales. Sir Norman explained that tripe wasn't the best looking meat on the butcher's block and that the TMB would be looking for more radio coverage in the months ahead: "The less people know what tripe looks like, the more we have a chance of piquing their interest," he said.
The TMB's forthcoming World Cup Tripe recipe campaign could be key to reversing the trend. "I'm increasingly optimistic that we're going to turn the corner," Sir Norman said.