Bord Bia launches new Christmas campaign to support butchers
A number of chefs from across the UK have collaborated with the Irish food board, Bord Bia, to help support the independent butchers across the country and to inspire consumers to try grass-fed Irish beef cuts.
The ‘Grass-fed Christmas Feasts’ campaign sees Tom Cenci, John Chantarasak, Anna Haugh and Henry Harris share their favourite beef cuts and cooking tips to create a unique take on a Christmas feast with grass-fed Irish beef.
The campaign which started on 10th December will run four weeks featuring PR, web, email and social media with the aim of reaching one million consumers across the UK.
Activity includes recipes, cooking tips, step-by-step YouTube video cooking tutorials and dishes on the menu at Tom Cenci’s pop-up, at 26 Grains in London’s Borough Market.
“This Christmas I’m collaborating with grass-fed Irish beef to help inspire consumers to explore and experiment with premium cuts from their butchers…”
Emmet Doyle, GB meat market specialist at Bord Bia, said: “We are really excited to collaborate with these four incredibly talented chefs who have a passion for using high quality ingredients. Christmas serves up the perfect excuse to get creative in the kitchen and try out new recipes using our world-class beef. Each chef has created an easy-to-follow recipe in their own unique cooking style which champions these fantastic premium cuts of grass-fed Irish beef.”
Anna Haugh, chef- patron of Myrtle restaurant in Chelsea, added: “I enjoy using any great produce, but using great Irish produce makes me particularly proud.
“Ireland is perfectly suited for rearing cattle. The farmers care for their animals using practices that have been handed down from generation to generation… that’s really important to me and what I have in mind when choosing what goes on my menu.
“This Christmas I’m collaborating with grass-fed Irish beef to help inspire consumers to explore and experiment with premium cuts from their butchers, chateaubriand is a fantastic prime cut and certainly a great treat at Christmas.”
Photograph: Anna Haugh, chef- patron of Myrtle restaurant.