Great British Beef Week starts this Saturday (April 23) and this year the focus is on how to ’beef up your butty’.
After five successful years, Great British Beef Week is back to raise awareness of the quality and versatility of assured British beef.
Organised by Ladies In Beef, the week will see product sampling, radio and social media campaigns, and various promotional activities taking place in retailers and butchers.
Research shows that the humble sandwich is increasingly becoming the meal of choice for time-pressed families.
The campaign will help consumers get the best from their beef, from creating a celebration roast for St George’s Day and using up their leftovers in a proper butty, to advising on the huge range of steaks that can be used to make a perfect sandwich.
This year, young butcher Sophie Cumber has been selected as the face of Great British Beef Week.
On being selected, Ms Cumber said: "I’m delighted to have this opportunity to represent the industry that I’m so passionate about and help consumers get the best from their beef.
"I grew up on a beef and dairy farm. That, combined with my experience as a butcher, means I fully understand what goes into producing top-quality British beef.
"As this year’s Great British Beef Week representative, I’ll be telling consumers to look out for the Red Tractor logo so that they know their meat is fully traceable from farm to fork and encouraging them to visit their local butcher."