Bord Bia, the Irish food board, has collaborated with award winning butcher Aubrey Allen and chefs from around the UK to showcase grass fed Irish beef for St Patrick’s Day.
The campaign, The Great St Patrick’s Day Feast, will also feature a collective of high-profile chefs from across the UK, all of which have come together to create a special menu for consumers.
Central to the campaign is a St Patrick’s Day Irish steak and cheese box from Aubrey Allen, which features a cut of premium quality grass-fed Irish bone-in-rib-eye, as well as gin infused smoked trout, farmhouse cheeses and spirits.
Lucianne Allen, director of sales & marketing at Aubrey Allen, said: “Our grass-fed Irish beef comes from areas of outstanding beauty, reared by farmers who are fiercely passionate about sustainable agriculture, animal welfare and producing the best quality beef.
"It's thanks to our lush grass fields, clean air, plentiful rainfall coupled with our dedicated farmers which makes Ireland the perfect place for producing quality grass-fed beef.”
“In this Irish steak and cheese box we’ve included some of the finest Irish produce for the ultimate feast at home, including a grass-fed bone-in Irish rib-eye full of stunning flavours. It’s the perfect feast to celebrate with this St Patrick’s Day.”
The campaign will also see chefs Adam Bennett, Tom Cenci, Anna Haugh, Richard Sharples and Paul Welburn share their top cooking tips to help consumers make the perfect feast at home.
It also features an online and social media competition ‘The Great St Patrick’s Day Giveaway’ which will run across the Irish beef Facebook, Twitter and Instagram accounts featuring a series of prizes, including Irish cookbooks, vouchers for Michelin-star restaurants and hampers from butcher Aubrey Allen.
Emmet Doyle, GB meat market specialist at Bord Bia, commented: “It is a pleasure to work with butchers like Aubrey Allen and these like-minded and dedicated chefs who only accept the best for their customers, which of course begins with the ingredients they use.
“Chefs who, like us, are passionate about quality they can trust, especially as each chef has visited Ireland to see and experience first-hand the country’s grass-based beef production system, traditional family farming practices and exceptional animal husbandry which helps to deliver consistently premium grass-fed Irish beef. It's thanks to our lush grass fields, clean air, plentiful rainfall coupled with our dedicated farmers which makes Ireland the perfect place for producing quality grass-fed beef.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
