Eblex secures future meat demand by teaching young people how to cook

Eblex’s has launched a new campaign aimed at giving young people the basic knowledge they need to cook at least five dishes by the time they are 25. The '5by25 campaign' comes after an Eblex survey showed that nearly 60% of Britain’s 18- to 25-year-olds left home without being able to cook, raising uncertainty on future meat demand.

Jane Ritchie-Smith, marketing manager for Eblex, said: “Our research highlights a major learning and skills gap, with young people lacking the confidence to buy fresh food, and prepare and cook simple dishes.  Without these basic skills, young people lose the choice to cook and the understanding of what is in their foods. They will increasingly become the ‘heat and eat’ generation, which could mean that many of the much-loved family meals, such as roast dinners and spaghetti bolognese, die out.”

5by25 started with a debate hosted by celebrity chef James Martin, who called for action to ensure beef and lamb are still in demand in the future. Supported by The Prince’s Trust, Goldsmiths (University of London), the National Union of Students (NUS) and First News, it encourages youth and parents groups to organise activities providing people under 25 with basic cooking skills.

The campaign’s website, www.5by25.com, features recipes and general cooking tips, such as knife skills and time management.

The research study, conducted via telephone and online questionnaires, showed that most people in that age group were unable to cook popular recipes, such as spaghetti bolognese, curry or Yorkshire pudding, and only 6% could make all three of these recipes.

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