Great British Beef Week adapts to the times
The 10th edition of the Great British Beef Week, which starts today (23 April) has been altered to a celebratory theme due to the ongoing lockdowns associated with the coronavirus pandemic.
Its fundraising events have been cancelled and it will now focus on supporting families with batch cooking ideas and recipes.
Organisers Ladies in Beef wanted to provide inspiration for consumers and a number of digital assets have been created added to its website.
Jilly Greed, who co-founded Ladies in Beef, said: “We’re so pleased that our project to get people talking about British beef has lasted the course, reaching its tenth year.
“We did consider postponing the week, as it is undoubtedly a very sad and challenging time for everyone.
“However, 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.”
