Ladies-led Great British Beef Week gets Royal approval

Ladies-led Great British Beef week gets royal approval

A week-long celebration of British Beef has been give the Royal nod with the launch of the Ladies in Beef organised Great British Beef Week.

The promotional scheme was launched by the newly organised femaler farmers' group at a reception in Butcher's Hall this week. HRH The Princess Royal, the Master of the Worshipful Company of Butchers, was guest of honour and spoke of her pleasure at supporting the event and her conviction that it would help to raise the profile of British beef.

Great British Beef Week (GBBW) is the Ladies in Beef’s flagship initiative and will be timed around St George’s Day each year. It hopes to champion Red Tractor-assured beef, boosting both customer awareness as well as sales.

Jilly Greed, co-founder of Ladies in Beef, said: “This year we are very fortunate indeed to not only have St George’s Day but also the Royal Wedding, tapping into the national spirit of celebration.”

The ladies have been in discussions with major retailers to arrange in-store activities and have arranged for a GBBW poster to be distributed to all independent butchers. They also hope to mobilise their own champions to feature in consumer media throughout the week to help consumers understand the nutritional and environmental benefits of British beef, as well as highlighting the versatile range of recipes that can be cooked using different cuts of beef.

The reception at Butchers Hall was attended by Minister for Agriculture and Food, Jim Paice, NFU President Peter Kendal, John Cross, Chairman of Eblex, members of the Worshipful Company of Butchers as well as industry officials and representative from the retailers.

NFU livestock board chairman Alistair Mackintosh said: “We are delighted to be working closely with Ladies in Beef to help organise Great British Beef Week. Beef farmers in the UK are  currently facing serious challenges and this new organisation will no doubt do fantastic work by highlighting the world class quality of the product.”


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