Welsh chef celebrates Great British Beef Week with ‘pimp your steak’ challenge
Welsh BBQ chef Chris Roberts is calling on the public and other celebrities to ‘pimp-up’ their steak sandwiches to support Welsh farmers during Great British Beef Week.
To mark the start of the week, Roberts’ challenge comes at a time of uncertainty for farmers in Wales due to the nation’s restaurants remaining closed for the foreseeable future, leading to 2.5 billion fewer eating-out occasions in the UK between April and June this year.
To help spread the message, Roberts has partnered with Welsh red meat levy body Hybu Cig Cymru – Meat Promotion Wales (HCC) to provide both prizes and added support for his idea.
“There couldn’t be a better and tastier way to show your support during lockdown, and it has an added advantage of using up some of those store cupboard ingredients that you’ve been puzzled with what to do with for the last however many years…”
Roberts said: “What better time to get cooking with some great premium cuts of steak? From Sirloin to Ribeye the options you can get at your local butcher, at the supermarket, or online are still plentiful. Make sure it is PGI Welsh Beef, however, as now is a key time to support our local farmers.
Rhys Llywelyn, market development manager at HCC added: “We’re delighted that already we are seeing members of the public happy to get involved in supporting Welsh farmers this way. There couldn’t be a better and tastier way to show your support during lockdown, and it has an added advantage of using up some of those store cupboard ingredients that you’ve been puzzled with what to do with for the last however many years (if my own store cupboard is anything to go by!)”
To enter, all members of the public need to do is cook their ‘pimped-up’ steak sandwich and post a picture of their creation tagging in @pgiwelshbeef on Instagram, @PGIWelshBeef on Twitter or @PGIWelshBeef on Facebook. For further information about how to enter, visit the blog section of the eatwelshbeef.com website.