The global red meat sector faces undeniable pressures. Consequently, advocates of British beef production must rise to the challenge. As Great British Beef Week begins, we examine the issue.

In the latest Agri-Food Comms Cast episode, Catherine Linch discusses how this traditional sector addresses public perceptions and promotes the benefits of British beef.

Jilly Greed, farmer and co-founder of Ladies in Beef, highlights this year’s Great British Beef Week (GBBW). This annual campaign celebrates and promotes beef production, from farm to fork.

Over the past 11 years, the campaign has received tremendous support from the industry. This year, GBBW is backed by the National Farmers’ Union (NFU), Royal Agricultural Benevolent Institution (RABI). As well as the Agriculture, Horticulture and Development Board (AHDB) and Meat Promotion Wales.

With sustainability as the theme for 2021, Jilly emphasises connecting consumers with food provenance, the farmed countryside and how beef systems support the environment. This connection is crucial to restoring the public’s affiliation with eating red meat.

Additionally, this episode highlights the value of diverse communications channels. For example, popular films like Kiss the Ground and online events such as We Eat Balanced and the RABI cook-along spread positive messages about sustainable farming within the agri-food sector and beyond.

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