UK steakhouse criticised for promoting Australian beef
© Adobe Stock The National Beef Association (NBA) has criticised the Miller & Carter steakhouse chain for promoting Australian beef in its UK restaurants.
Neil Shand, chief executive of the NBA, said marketing the grass-fed sirloin steaks was “incredibly crass and more than a little short-sighted”.
See also: FW Opinion: Cattle can be part of solution to climate change
Miller & Carter, which is owned by restaurant and pub giant Mitchells & Butlers, advertised the imported beef from cattle in Queensland and New South Wales as part of its “Master Butcher’s Cut” range, which is promoting prime cuts from different parts of the world.
The 12oz Australian steaks would be available from 16 September “for a limited time only”, the advert said.
In a letter to Phil Urban, the chief executive of Mitchells & Butlers, Mr Shand questioned the logic of promoting Australian steak “at a time when climate change and environmental responsibility is at the top of the agenda”.
Mr Shand added: “UK beef is produced to the highest health and welfare standards, and is fully traceable to the farm from which it came. Can you guarantee to us that the product you are importing is fully traceable?
“The use of growth promoters continues to be openly acceptable in Australian beef production, a practice which is banned in the UK; this is an area of concern.”
Mr Shand said he fully appreciated that the pandemic had been “nothing short of brutal” for the hospitality industry and that the UK beef sector had stepped up to ensure a stable supply of food was available.
Farmers were also critical of Miller & Carter’s Australian beef promotion, after livestock farmer Gareth Wyn Jones shared a link to the advert on social media.
Thoughts?https://t.co/lrIbyDc5LW pic.twitter.com/J0ybjpX60b
— Gareth Wyn Jones (@1GarethWynJones) September 16, 2021
Dairy farmer Ian Sharman (@Montycow1) said: “Why? When we’ve got 30 day aged organic pasture fed beef in the UK. We have got plenty of our own.”
Somerset farmer Nick Hiscox (@mendipfarmer) added: “It will taste amazing for sure, but no need for British consumers to buy Australian steaks when we all have even more amazing British steaks being produced just down the road.”
Chain defends ‘limited time offer’
A spokesperson for Miller & Carter insisted the company was fully committed to supporting UK and Irish farmers, with 80% of its supply coming from them at present.
“At Miller & Carter, we serve our customers approximately 80,000 sustainably sourced British and Irish steaks per week from up to 2000 cattle.
“All British and Irish beef is farm assured, as well as Red Tractor and Bord Bia approved.
“The Australian sirloin steak currently offered in our restaurants is available for a limited time only, as part of our Master Butcher’s Cut range.
“As a steak specialist, from time to time we offer our guests premium steaks that originate from different parts of the world to enhance their culinary experience.”
The spokesperson insisted that the Australian beef currently on offer came from free-range animals, raised on natural pasture.
“The cattle are free from hormones, growth promoters and antibiotics, are fully traceable and are Meat Standards Australia eligible,” the spokesperson added.