Hope for sales boost despite ‘scaled-down’ Great British Beef Week

UK farmers are hoping for an increase in local beef sales despite a ‘scaled-down’ version of this year’s Great British Beef Week (GBBW).

The celebration, which takes place from April 23-30, aims to inspire consumers to cook with quality British beef.

Events which were due to take place during the week have been cancelled, including fundraising events for GBBW’s charity partner RABI. However, online and traditional media activity will still go ahead, albeit adapted to the ‘new normal’.

Farmer and rural TV presenter Adam Henson is one of those who is getting behind the campaign.

Henson said: “I’m a big supporter of the work done by Ladies in Beef to improve the public perception of British beef, so I’m delighted to see Great British Beef Week reach its 10th anniversary.

This campaign is as important now as it has ever been, as our beef farmers continue to work tirelessly to feed the nation in extraordinary circumstances.

“Hopefully, it will encourage farmers and the public to come together online to support each other and champion quality British beef.”

Jilly Greed, co-founder of Ladies in Beef, which organises GBBW, said: “We did consider postponing the week, as it is undoubtedly a very uncertain and challenging time for everyone.

“However, with empty shelves causing consumer confidence to waver, we believe there is an opportunity for the beef sector to come together to reassure people that we are working incredibly hard to put food on their tables and to inspire them to cook with a range of beef cuts, hopefully encouraging more normal purchasing behaviour.

“Our meal ideas are all based around batch cooking and store cupboard essentials. We are working with social media influencers to help get the message out there that beef is versatile and nutritious as well as delicious, encouraging them to incorporate other cuts, as well as their usual repertoire of mince-based dishes.”

RABI will continue raising money online. For more information visit the charity’s JustGiving page here.

Beef producers and other stakeholders who would like to support Great British Beef Week can find out more by visiting www.ladiesinbeef.org.uk or look out for #GBBW on social media.