The Agriculture and Horticulture Development Board (AHDB) has highlighted the role of farm shops and local butchers in bringing British beef to consumers ahead of Great British Beef Week.
Created by Ladies in Beef (LiB), the Great British Beef Week (GBBW) campaign aims to champion the local supply chain behind British beef, from the farmers who produce it to the butchers, farm shops and retailers. According to AHDB, national retailers will support the campaign in store and online from 23rd-30th April 2026.
AHDB highlighted that the week-long campaign has come at a time when consumer demand for British food remains strong, and stated that 71% of consumers think that the meat they purchase from the butcher’s counter is good quality, the highest level since 2018 (AHDB/YouGov, those who buy meat from a local butcher, November 2025).
Further research from AHDB and Blue Marble 2025 showed that 71% of consumers felt positive about British agriculture, a “significant rise” from 67% in 2024 and the highest level since tracking began in 2019.
AHDB reported that last year, 3.1 million shoppers purchased meat from a butcher, and on average each spent £135.50 (52 w/e 22nd February 2026, Worldpanel by Numerator). A total of 10% of consumers claimed to purchase their red meat from a farm shop (AHDB/YouGov, consumers who eat meat, November 2025).
AHDB said that consumers purchasing red meat from a butcher claim to do so because they want to buy British (36%), want to support local businesses (59%), and think it is good value (32%) (AHDB/YouGov, Nov 2025).
GBBW was originally created by Devon beef producer Jilly Greed and former NFU president Baroness Minette Batters, who founded the Ladies in Beef (LiB) farmers’ group. GBBW is supported by AHDB, in collaboration with Hybu Cig Cymru – Meat Promotion Wales (HCC), Livestock and Meat Commission (LMC), National Farmers Union (NFU), Red Tractor, RABI (Royal Agricultural Benevolent Institution), Quality Meat Scotland (QMS) and Ulster Farmers Union (UFU).
Jilly Greed, Devon beef farmer and co-founder of the Ladies in Beef group, said: “It’s all about championing our trusted local supply chains, the family farms, farm shops and butchers that work together to deliver top-quality British beef to communities. When people buy local, they’re supporting British farmers who care deeply about quality and the environment.”
Industry helps to promote British beef
Social and digital content will support the campaign throughout the week, with Ladies in Beef and food industry partners getting involved alongside past NFU president Baroness Minette Batters and TV’s Adam Henson.
AHDB has partnered with The Farmer’s Dog pub to showcase its British beef, sourced from local farmers including TV celebrity Kaleb Cooper. The campaign will be brought to life through social content featuring Kaleb, Charlie Ireland, operations manager Annie Gray, head chef Max D’Amario, head chef at The Farmer’s Puppy Jason Hall and head butcher Charlotte Kingham, highlighting their dedication to locally sourced beef.
Charlotte Kingham, said: “Great British Beef Week is a fantastic opportunity to showcase British farmers and the local supply chains that bring their produce to our counters.”
Butchers play an important role for consumers, said AHDB, as three quarters feel comfortable engaging with someone managing the butchers counter, and more than three quarters stated that they like the fact that the butcher will prepare the red meat for them (AHDB/Linney, 2025).
“Livestock farmers across the country produce sustainable British beef to some of the highest welfare and environmental standards in the world.”
David Barton, NFU
NFU livestock board chair David Barton, said: “Livestock farmers across the country produce sustainable British beef to some of the highest welfare and environmental standards in the world. Great British Beef Week gives us the perfect opportunity to celebrate a fantastic nutritious meat and showcase the product to the public who can show their support by backing British farming.”
Red Tractor CEO Jim Moseley commented: “Great British Beef Week is a powerful celebration of British farming. Red Tractor is proud to support UK beef farmers with high standards that underpin consumer trust in Great British beef, both here in the UK and around the world.”
In Northern Ireland, LMC will lead activity to champion the quality and traceability of NI Farm Quality Assured beef. LMC chief executive Colin Smith said: “Throughout the week, we will highlight the entire farm to fork supply chain. Activities will include a retail sampling event, where we will be joined by farmer, processor and retailer representatives.
“This will be supported by a wider programme of digital activity running across the week, alongside ‘Mini Beef Week’, an in-school initiative for primary aged pupils.”
