Great British Beef Week to promote the ‘beef butty’
This year’s Great British Beef Week, which takes place from 23rd April to 2nd May, will focus on celebrating the sandwich, which research shows is increasingly becoming the meal of choice for time-pressed families.
The campaign will educate consumers about getting the best from their beef, from creating a celebration roast for St George’s Day and using up their leftovers in a ‘butty’, to advising on the range of steaks that can be used.
Butcher Sophie Cumber has been selected as the face of Great British Beef Week 2016.
“I’m delighted to have this opportunity to represent the industry that I’m so passionate about and help consumers get the best from their beef,” Cumber said.
“I grew up on a beef and dairy farm. That, combined with my experience as a butcher, means I fully understand what goes into producing top-quality British beef.
“As this year’s Great British Beef Week representative, I’ll be telling consumers to look out for the Red Tractor logo so that they know their meat is fully traceable from farm to fork and encouraging them to visit their local butcher.”
Radio and social media campaigns, product sampling and promotional activities in retailers and butchers will take place during the week.
Recipes and tips will also be available online at www.ladiesinbeef.org.uk.
Additionally there will be a range of local fundraising events run in conjunction with Great British Beef Week’s charity partner, the Royal Agricultural Benevolent Institution (R.A.B.I.).
Great British Beef Week is an annual event organised by Ladies in Beef which takes place around St George’s Day to raise awareness of the quality and versatility of assured British beef.