Great British Beef Week set to boost quality sales

The countdown is on to Great British Beef Week 2014, with Ladies in Beef co-founders Minette Batters and Jilly Greed urging the British beef industry to get behind the promotion.

Great British Beef Week, set up by Ladies in Beef, begins on St Georges Day 23 April, and finishes on 3 May. It will celebrate and encourage sales of Red Tractor Assured British Beef.

Batters said: In the wake of the first anniversary of the horsemeat scandal and heightened consumer awareness of the importance of label of origin, there has never been a better time for the industry to work together to promote fully traceable Red Tractor Assured British beef.

Ladies in Beef, an association of female beef farmers, is partnering with the Royal Agricultural Benevolent Institution (RABI) for the promotion, to support farming families in financial difficulty. With the charity looking to support farmers badly affected by flooding in Somerset, fundraising has started well, with a 10,000 donation from ABP Food Group,

RABI chief executive Paul Burrows said: Were very grateful to Ladies in Beef for helping us to raise funds to help farming people in the difficult times we have seen recently - and also to ABP for their tremendous generosity. Its great to see the farming community supporting its own and shows what a wonderful industry we are part of. We hope everyone has fun in Great British Beef Week lets celebrate!

Ladies in Beef has also produced a Shoppers Guide to Buying British Beef, which promotes the Red Tractor scheme and explains beef labelling legislation and what to look out for on processed meat products and ready meals. The guides also include recipes and nutritional information.

To find out more about Great British Beef Week, or to download a copy of the Shoppers Guide, visit www.ladiesinbeef.co.uk.

Elsewhere, Blacker Hall Farm Shop, a Q Guild member, will be flying the flag for Great British Beef Week. It will be running a cut-price offer on its beef topside, as well as using special meal deals to promote its steak burgers, which struck gold in Q Guilds national BBQ awards last year. A Super Steak Weekend will run from April 25-27, which will offer further deals.

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