Great British Beef Week (GBBW) kicks off on 23rd April, celebrating the taste of British beef and the dedication of the farmers who produce it.
This year’s GBBW campaign is farmer-led, putting the faces behind British beef farming at its heart. It brings farmers’ stories to life – showcasing the passion, care, and dedication that goes into every cut, while highlighting that British rain and grass produces delicious beef.
“We’re celebrating Great British Beef Week, and it all starts here – on our beautiful green pasture fields, ideal for raising healthy cattle,” says Martha Hayes, a beef farmer and member of Ladies in Beef (LiB).
“As farmers, we have a crucial role in caring for our countryside, and that naturally includes the incredible wildlife, hares and lapwing to grey partridge, we see on our farmland through the seasons!”
Farmers Amelia and Jason Greenway are celebrating Great British Beef Week by welcoming Patrons of the National Trust to showcase their pedigree fold of highland cattle, highlighting the important role the cattle play in restoring habitats on the farm. The patrons will then get a chance to taste the delicious highland beef for themselves at a special dinner. Amelia and Jason will be promoting the nutritional benefits of beef and the breed during the week on social media.
Now in its 15th year, the campaign will run across multiple channels throughout the week, including social media, and broadcast and print media. Key retail activations this year involve stickers on beef products at supermarkets.
Organisations back GBBW
The campaign was originally created by Devon beef producer Jilly Greed and former NFU president, Baroness Minette Batters, who founded the Ladies in Beef farmers’ group. GBBW is supported by the Agriculture and Horticulture Development Board (AHDB), in collaboration with Hybu Cig Cymru – Meat Promotion Wales (HCC), the Livestock and Meat Commission (LMC), National Farmers’ Union (NFU), Red Tractor, RABI (Royal Agricultural Benevolent Institution) and QMS (Quality Meat Scotland).
Baroness Minette Batters said: “Our farmers produce naturally delicious beef. British beef is not just a staple of our cuisine; it’s a symbol of our hard work and enjoyed by many at home and abroad. I encourage everyone to support our British farmers and enjoy British beef’s amazing taste.”
Jilly Greed commented: “I am incredibly proud of how far GBBW has come. Year after year, the campaign continues to grow, helping more people appreciate the dedication behind the production of British beef. This year’s campaign will feature on a variety of channels throughout the week, including fundraising events for RABI (Royal Agricultural Benevolent Institution), our valued charity partner for 14 years. With the support of farmers, butchers, the food service industry, and consumers, I am hopeful this year’s celebration will be the biggest and best yet.”
