Great British Beef Week returns to celebrate the best of British produce

Great British Beef Week (GBBW) returns for its 13th year today (23 April), marking the annual celebration of British beef and its producers.

Kicking off on St George’s day, the week-long initiative was founded by the Ladies in Beef organisation, and has gained the support of Red Tractor, AHDB, the Royal Agricultural Benevolent Institution and the NFU.

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The event is set to unite farmers, butchers, chefs and retailers from across the sector, promoting British beef and its benefits by sharing recipes, farming stories and videos on social media, with a focus on the sustainability and welfare credentials of beef farms across the UK.

The organisers have also tasked a team of food influencers with putting a modern spin on a classic roast dinner, and their recipes will be shared on social media throughout the week.

AHDB head of marketing Carrie McDermid said: “By sharing these videos, we will be able to reach and encourage more households to mix-up their roast beef experience and celebrate delicious locally reared British beef, which is among the most sustainable in the world.”

The first video is due to launch on Sunday, with a message from NFU president Minette Batters.