Great British Beef Week campaign due to relaunch nationwide

A distinguished campaign promoting British beef gets under way next week, starting on 23 April to coincide with St George’s Day.

Great British Beef Week (GBBW) is designed to highlight the hard work, high standards and sustainable practices of farmers, as well as the exceptional taste of British beef.

The AHDB is backing the campaign through publicity on its social media channels and by working with influencers to promote the inclusion of British beef in different recipes.

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Carrie McDermid, AHDB head of marketing, said: “We are delighted to be working with key foodie influencers, who will use their cooking expertise on social media to inspire the nation to cook with naturally delicious British beef during the ever-popular GBBW.

“We aim for households to mix up their roast beef experience and celebrate delicious, locally reared British beef.”

British beef reimagined

The levy board is also hosting a “British beef reimagined” event on 16 April for the food service sector at Deersbrook Farm in Essex, alongside Ladies in Beef member Anna Blumfield.

Anna says: “GBBW is not just about enjoying delicious meals, it also raises awareness of the importance of supporting the British farming community with the challenges they face.”

The NFU, Red Tractor, the Royal Agricultural Benevolent Institution, HCC Hybu Cig Cymru – Meat Promotion Wales, and the Livestock and Meat Commission all also committed their support to the campaign.

The campaign, now in its 14th year, was first founded by the Ladies in Beef group, which itself was created by former NFU president Minette Batters and Devon beef producer Jilly Greed.

Case study: Laura and Matt Elliott, Sandy Hill Farm, Gloucestershire

Cotswold beef farmers Laura and Matt Elliott are hosting a farm walk to support this year’s Great British Beef Week.

The Elliotts are new entrants to farming and are tenants on a 45ha farm on the National Trust’s Sherborne Estate in Gloucestershire.

Laura Elliot © AHDB

They run a herd of pedigree Herefords with a focus on genetics and Pasture for Life certification.

Laura said: “We are having a farm walk that week and inviting locals onto the farm to show them the cattle, explain more about what we do and give them the chance to try some of our delicious beef.”

“It is a chance to celebrate a product that we can and do grow very well in the British climate. An animal that can convert sunlight, via photosynthesising plants, into an exceptionally nutritious and tasty meat is worth celebrating.”