Farmers, crofters and everyone involved in the beef industry is being asked to support Great British Beef Week (GBBW) 2020 later this month.
The week-long celebration of British beef, which takes place on April 23-30, is now in its 10th year.
Although planned events for the week have been cancelled due to Covid-19 restrictions, organisers are still encouraging people to get involved online.
Celebrity farmer and presenter of the BBC’s Countryfile programme, Adam Henson, has thrown his weight behind the campaign.
“This campaign is as important now as it has ever been, as our beef farmers continue to work tirelessly to feed the nation in extraordinary circumstances,” said Mr Henson.
“Hopefully it will encourage farmers and the public to come together online to support each other and champion quality British beef.”
Jilly Greed, co-founder of Ladies in Beef which organises GBBW, said more information about getting involved in the campaign is available online at ladiesinbeef.org.uk
This includes free packs of recipe cards and posters for butchers, and images and slogans for farmers to put on their social media accounts.
She said: “With empty shelves causing consumer confidence to waver, we believe there is an opportunity for the beef sector to come together to reassure people that we are working incredibly hard to put food on their tables and to inspire them to cook with a range of beef cuts, hopefully encouraging more normal purchasing behaviour.
“Our meal ideas are all based around batch cooking and store cupboard essentials.
“We are working with social media influencers to help get the message out there that beef is versatile and nutritious as well as delicious, encouraging them to incorporate other cuts, as well as their usual repertoire of mince-based dishes.”