Celebrity chef Cyrus Todiwala OBE has teamed up with the UK’s meat promotional bodies to promote British lamb as part of National Curry Week.
Chef Todiwala, who runs Café Spice Namaste in London, has partnered with AHDB, Hybu Cig Cymru – Meat Promotion Wales (HCC) and Quality Meat Scotland (QMS) a series of activities during the campaign which takes place this week.
The activities will consist of the creation of a bespoke lamb biryani recipe, a national radio appearance and recipe placements.
The three industry bodies have been working together over lockdown to promote high quality British red meat as part of a £1.2m national campaign, with eight weeks of a digital joint campaign reaching over 187 million consumers across the UK.
Cyrus, known for his appearances on TV cookery shows, has created a lamb biryani recipe which he will share on his own social media accounts as well as with national press for use during the week.
He will also appear Kevin O'Sullivan’s TalkRADIO show to give his own top tips and recommendations as well as highlighting his new lamb dish and the importance of choosing high quality, British red meat.
Chef Todiwala said: “A huge part of my career has been focused on sharing the exquisite tastes of Indian cuisine, brought to life by delicate spicing but also supporting the best ingredients from local producers while being mindful of our future environment.
“I’m proud to support the UK’s red meat industry during National Curry Week and have created a delicious way to prepare lamb that is equally delicious and easy to follow – perfect for cooking as a midweek meal or for serving with side dishes as part of an Indian banquet to enjoy at home.”
Lesley Cameron, director of marketing and communications for Quality Meat Scotland, said: “We’re excited to be working with Chef Todiwala – who is renowned for his incredible talent when it comes to flavour and spice, as well as his passion for high quality ingredients.
“National Curry Week is the perfect excuse to get creative in the kitchen and try out new recipes and flavours using Britain’s world-class red meat.”
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.
