The Agriculture and Horticulture Development Board (AHDB) will provide chefs and those working in the foodservice with the story of British beef and its journey from field to fork.

The event will take place from 10:00a.m to 4:00p.m on Tuesday, April 16, at Deersbrook Farm, Shalford Green, Braintree, Essex.

Speakers at the event include:

  • Host farmer, Anna Blumfield;
  • Chef, James Peck;
  • KE manager at AHDB, Karl Pendlebury;
  • AHDB retail insight manager, Grace Randall;
  • AHDB trade butchery manager, Martin Eccles.


The event will focus on how farmers are working with the environment to produce British beef sustainably as well as consumer insight and market intelligence.

Attendees will also hear about potential trends for beef this year and gain insights into how to cut beef to give consumers the “best eating experience”, AHDB said.

There will also be a chef demonstration on beef cuts.

During the farm walk, AHDB said attendees will learn about the environmental and sustainability credentials of British agriculture and see cattle grazing in the fields.

“You will then learn about the role and importance of animal classification to butchers and how it enables them to create amazing produce for chefs to work with,” AHDB said.

“We will also discuss how classification is important to chefs as they try to create consistency on the plate.

“A seam butchery demonstration by our butcher, Martin Eccles, will showcase how cutting muscles slightly differently can give a better and more consistent consumer experience on the plate. 

“We will then demonstrate some of the end products that can be achieved with the cuts.”

The event will touch on consumer data and trends throughout the day, including analysing what have been the key market drivers over the past 12 months.