Meat recipe channel caters to 21st century audience

A new recipe channel has been launched to showcase the versatility of Welsh Lamb and Welsh Beef and pork. 

Meat Me in the Kitchen, developed by Hybu Cig Cymru – Meat Promotion Wales (HCC), will demonstrate how to make quick and easy dishes via videos on smartphones and tablets. According to HCC, this style of engagement has become popular on social media due to the simple method in which content is shared.

HCC highlighted that lamb is an underrated choice compared to other fresh red meat options, with it being 40% less likely to be chosen as an ingredient for a midweek meal.

“I am delighted with our new channel and the high quality of recipes it has to offer,” said Kirstie Jones, market development officer at HCC. “The videos are extremely easy to follow, allowing people of all ages to join in and enjoy the great taste of Welsh Lamb, Welsh Beef and pork from Wales.”

Recipes will include economical cuts from the animals, encouraging viewers to utilise meat as part of a healthy and balanced diet. Figures indicate that the time spent preparing a meal is on the decrease, with the preparation time of an average meal taking 32 minutes compared to 1990, when it was 45 minutes. The new channel has been created to help cater to the consumers’ trend towards convenience.

The channel will be updated regularly with new recipes to coincide with the time of year. Meat Me in the Kitchen can be found here.

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