Naturally delicious beef is reimagined for Great British Beef Week 2024

The nationwide campaign celebrates the versatility and exceptional taste of British beef, while highlighting the commitment and dedication of British beef farmers to sustainable practices.

This year, we aim to inspire families to savour the taste and experiment with naturally delicious British beef. Whether enjoying it as part of a Sunday roast with all the trimmings, or creating a reimagined British beef dish incorporating flavours from around the world.

As part of the campaign, we are collaborating with several well-known food influencers across Facebook and Instagram, who will use their culinary expertise to create dishes using British beef in imaginative ways. We will also be sharing farmer stories to demonstrate what they are doing to support the environment and improve biodiversity.

Carrie McDermid, AHDB’s Head of Marketing, said:

“We are delighted to be working with key foodie influencers who will use their cooking expertise to inspire the nation to cook with naturally delicious, British beef during GBBW. We want people to mix up their roast beef dinners and celebrate delicious, locally reared British beef.”

Ahead of the week-long campaign, we will be hosting an on-farm event – British beef reimagined – with beef farmer Anna Blumfield. Attendees will embark on a field-to-fork journey, experiencing first-hand the processes involved in beef production. 

AHDB’s Trade Butcher Manager, Martin Eccles, and chef James Peck will also be giving butchery and cookery demonstrations to inspire attendees to get creative with their menus.

The event, aimed at the foodservice industry, is being held on Tuesday 16 April 2024 at Deersbrook Farm in Essex.

Karl Pendlebury, Senior Knowledge Exchange Manager, AHDB, added:

“GBBW and our ‘British beef reimagined' event is so important to the foodservice sector and their consumers – to inform and educate the chefs and buyers about the work farmers do daily to become more environmentally friendly.

“Beef farmers work hard to produce a quality product to world-class food and farming standards that can give consumers confidence in the food on their plate. Along with the animal welfare systems in place around the country, farmers are working with the environment and nature in mind to reduce inorganic inputs and create wildlife corridors, which attract many insects that are beneficial to the ecology of the soil.”

Anna Blumfield commented:

“GBBW is not just about enjoying delicious meals, it also raises awareness about the importance of supporting the British farming community with the challenges they face.”

Created by Ladies in Beef (LiB), the campaign is supported by the Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru – Meat Promotion Wales (HCC), the Livestock and Meat Commission for Northern Ireland (LMC), the National Farmers Union (NFU), Quality Meat Scotland (QMS), Red Tractor and the Royal Agricultural Benevolent Institution (RABI).

Support the campaign and share your ‘British beef reimagined' creations on Facebook and Instagram using the hashtags #GBBW24 #GreatBritishBeefWeek24 and #NaturallyDeliciousBeef

Find inspiration and explore a variety of recipes at SimplyBeefandLamb.co.uk