A campaign to help flame British steaks on BBQ's this summer represents a 'huge opportunity' for the domestic red meat industry.
More than a quarter of Brits would like to see more lamb and beef steaks on the barbecue this summer, helping increase the demand for more British meat.
However, British barbecues have also been voted the worst in the world with burnt food, backseat BBQ-ers and drunk arguments cited as the top niggles – in a survey for Simply Beef and Lamb.
In a bid to get our barbecues back on track, a campaign is being launched to get Brits grilling like an Aussie, American or Argentinian, who over half agree are better at it.
The consumer campaign will benefit lamb by increasing demand during the months of June, July and August when English lamb is dominant in its supply to market.
AHDB is targeting the country’s barbecue market because it presents a huge opportunity for the lamb and beef industry.
Last year, around 108 million barbecues took place – with an almost even split across mid-week (46%) and weekend meals (54%). The number of barbecues held has also risen by six per cent year on year.
'Plentiful supply'
Leicestershire based sheep farmer, Ros Turner said whether young or old, the majority of Brits love a barbecue.
“During the summer months, high quality British lamb is in plentiful supply. Helping us Brits to learn delicious recipes for the barbecue is perfect way to introduce younger people to lamb as a regular, tasty part of their diet.”
For beef farmers, the industry is currently heavily reliant on mince, which accounts for half of carcass utilisation. Mince is also the main way younger consumers choose to eat beef.
Surrey based beef farmer and butcher, Steve Conisbee said: “Beef steak is delicious and with millions of Brits barbecuing any day of the week, we need to help them learn to barbecue steaks just like the Australians or Argentinians do.”
The AHDB’s Simply Beef and Lamb barbecue campaign is running throughout the summer months.
