A £1.2 million national campaign encouraging consumers to “Make It” with beef is being launched by the UK’s three farm levy boards.
The 12-week campaign is being jointly run by UK levy body AHDB, Quality Meat Scotland (QMS), and Hybu Cig Cymru (HCC) in Wales.
It aims to address the carcase imbalance faced by meat processors during the coronavirus crisis.
Processors say a “costly carcase imbalance” caused by a surge in demand for beef mince, and a decline in demand for high-value cuts such as steak and roasting joints, is leading to an overall drop in the retail value of a beef carcase and the price paid to farmers.
The closure of restaurants, cafes and food service outlets has exacerbated the problem.
The Make It campaign encourages consumers to create restaurant-style meals at home using high-quality cuts of beef.
“This is a unique joint effort by AHDB, QMS and HCC which we hope will drive an uptake in steak and roasting joint sales in the run-up to barbecue season,” said AHDB chief executive Alan Clarke.
“It’s a fantastic opportunity for everyone to get involved and create some amazing dishes in their own kitchens.”
The campaign will feature advertising on a range of platforms, as well as “how to” videos and cooking tips for consumers.
It has been paid for from a £3.5m fund of AHDB red meat levies ring-fenced for collaborative projects across the UK.
The fund is an interim arrangement while a long-term solution is sought on levies being collected at point of slaughter in England for animals reared in Scotland or Wales.