A major £1.2 million national consumer campaign ‘Make It' with beef is being launched by AHDB, Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC), in a bid to address red meat turbulence within the supply chain.
Running for 12 weeks with TV, video on demand, radio and social media, it will aim to inspire consumers to create restaurant-style meals in the comfort of their own home, using a variety of high-quality hindquarter cuts.
The move comes in response to challenges faced by the beef sector in the wake of Covid-19, which has seen prime cuts, previously redirected to the food service sector, plummet as the demand for mince has risen.
A joint statement from the levy boards said: "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."
The project follows backlash from industry bosses in recent days, after social media was awash with images of supermarket shelves flooded with Irish and Polish beef at a time when British prime cuts are in desperate need of a market.
With a drop in the UK prime cattle average by 8p/kg in the week ending April 17, the campaign will be supported with ‘how to' videos and cooking tips to promote higher value cuts and improve overall returns for beef farmers.
The statement added: "It is a fantastic opportunity for everyone to get involved and create some amazing dishes in their own kitchens."
