Wedding Bells, Bunting And beef

UK - As Royal Wedding fever grips the nation, Ladies in Beef are launching the first ever Great British Beef Week.
calendar icon 26 April 2011
clock icon 2 minute read
National Farmers Union

'Kicking off on Saturday 23 April and running until the 30th, the week aims to promote all that is good about British beef. Using a country-wide network of all-women, dynamic beef champions, the team is calling on shoppers to embrace the patriotic mood and buy British.

Co-founder of Ladies in Beef, Minette Batters, believes the Royal Wedding offers a great chance for consumers to get behind the campaign, string up some bunting and enjoy British beef.

“We have already received a royal seal of approval when Her Royal Highness, The Princes Royal, attended the launch of Ladies in Beef last month,” said Wiltshire farmer Minette. “With the Royal Wedding we see a great opportunity for shoppers to support the campaign. Whether it’s buying burgers for the BBQ, planning a street party or sharing a meal with friends, lots of people will be celebrating the Royal Wedding.”

Great British Beef Week is also the first grassroots initiative to garner support from independent butchers and major retailers. Tesco, Asda, Sainsbury’s and Waitrose have all agreed to add their weight to the inaugural week by carrying special on-pack Great British Beef Week logos. Minette praised the positive feedback they had so far received.

“We are over the moon at the response we’ve had from such major retailers,” she said. “Just the fact that these big players have signed up goes to show how much they really understand what we are trying to achieve. This recognition has been demonstrated by the retailers funding the Great British Beef Week in-store promotions, which is a huge plus for us.

“We all care very passionately about British beef and this work will continue long after Great British Beef Week is over. For us, this is just the start of helping consumers really understand where their food comes from and who produces it. For now I would encourage everyone to enjoy the ‘joie de vivre’ that having a Royal Wedding brings to the nation - let’s celebrate!”

Where it will be promoted

The four major retailers carrying National Beef Week on-pack logo are Tesco, Asda, Sainsbury’s and Waitrose. Morrisons has also pledged to support Ladies in Beef. Mole Valley Farmers has also signed up to promote the week its stores in the South West.

Shoppers wanting to buy Farm Assured beef should look out for the Red Tractor logo. The Red Tractor logo is a quality mark that assures consumers that the food has been produced to strict standards of food safety and hygiene, environmental protection and animal welfare it also includes a flag as a statement of origin and therefore with the Union flag provides a 100 per cent guarantee that it has been farmed, produced and packed in the UK.

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