Great British beef re-imagined

Past Event - booking closed

Tuesday, 16 April 2024

10:00am - 4:00pm

Deersbrook Farm, Shalford Green, Braintree, Essex


Join us for an inspirational day as we showcase how British beef is produced, from field to fork. This event is for chefs and anyone working in the foodservice industry. 


  • Anna Blumfield, host farmer
  • Karl Pendlebury, KE Manager, AHDB
  • Grace Randall, Retail Insight Manager, AHDB
  • Martin Eccles, Trade Butchery Manager, AHDB
  • Ben Bartllett, chef
  • Terry O’Rhiordon, chef


  • How farmers are working sustainably, with the environment, to produce beef
  • Consumer insight and market intelligence 
  • Potential trends for beef this year
  • Insights into how to cut beef to give consumers the best eating experience
  • A chef demonstration on beef cuts

During a farm walk, you will learn about the environmental and sustainability credentials of British agriculture and see cattle grazing in the fields.

You will then learn about the role and importance of animal classification to butchers and how it enables them to create amazing produce for chefs to work with. We will also discuss how classification is important to chefs as they try to create consistency on the plate.

A seam butchery demonstration by our butcher, Martin Eccles, will showcase how cutting muscles slightly differently can give a better and more consistent consumer experience on the plate. We will then demonstrate some of the end products that can be achieved with the cuts.

We will also discuss consumer data and trends throughout the day – what have been the key market drivers over the past 12 months and what upcoming trends to look out for.

Register for this event using the booking link above.

Where practical, we would like to encourage you to share lifts with other attendees.



If you have any questions about this event, please contact us using the details below.


T 07392 319847