Sharing mini roasts to drive Great British Beef Week

Foodservice operators are being encouraged to embrace roast beef as a mini sharing dish to promote beef in the run-up to Great British Beef Week (GBBW).

The campaign, taking place the week of 23 April and organised by Ladies in Beef with support from AHDB, is designed to give Great British beef and its producers a platform to raise awareness of its quality and versatility.

As the event approaches, AHDB has told chefs and operators to embrace innovation by utilising mini joints – which are approximately 300-500g, can be cooked for between 20 and 40 minutes, and are ideal for sharing. The short cooking times allow chefs to manage their cooking time efficiently. The levy board highlighted that, according to The Millennial Eater, Elior, 2015, over one-quarter of today’s millennials are on the hunt for ethnic or spicy sharing plates.

“The eating landscape has never been more competitive, and we know that consumers are looking for something new all the time,” said Hugh Judd, AHDB foodservice project manager. According to the development board’s sharing survey, 76% of respondents already share food when they eat out, and 16% would consider it.

“Chefs and pub operators must show they can innovate their menus. The trend for sharing is on the rise, and mini joints offer countless ways to bring a sharing dimension to menus and offer up fresh ideas to consumers who are on the lookout for adventure and a new experience.

“Mini joints cook in 20-40 minutes, so you can also keep your carvery fresh by reducing sitting times and food safety risks, and guaranteeing a consistently excellent dish every time,” Judd added.

While AHDB Beef & Lamb has a focus on how foodservice platforms can benefit from GBBW, Ladies in Beef will this year be reaching out to a young audience. “We care passionately about beef and we know that today’s young consumers spend a huge amount of time online,” said Jilly Greed, co-founder of Ladies in Beef.

“We want to capture imaginations online and seed the next generation of British beef eaters. We’ll be working with the UK’s most influential bloggers and vloggers, tasking them to put their own twist on our mini-roast recipes during GBBW.”

The campaign will be supported by a social media campaign and promotional activity in retailers and butchers. The event’s charity partner, the Royal Agricultural Benevolent Institution, will also benefit from a range of local fundraising events.

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