Farm shops and butchers to feature in Great British Beef Week

Farm shops and local butchers will be at the forefront of this year’s Great British Beef Week, as organisers highlight their role in supporting farmers and maintaining strong local supply chains.

The annual industry campaign that promotes British beef to consumers is led by the AHDB and will run from 23-30 April, beginning on St George’s Day.

Established by the Ladies in Beef (LiB) group, the initiative aims to promote the quality and provenance of British beef while recognising the people involved in bringing it from farm to fork.

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Organisers say this year’s focus reflects continued consumer interest in British produce and locally sourced food.

Devon beef farmer and LiB co-founder Jilly Greed said the campaign is about “championing our trusted local supply chains, the family farms, farm shops and butchers that work together to deliver top-quality British beef to communities”.

Growing consumer confidence

Recent AHDB data indicates growing consumer confidence in both butchers and British agriculture.

Around 71% of shoppers who buy meat from a butcher believe it offers good quality – the highest level recorded since 2018.

Separate research shows 71% of consumers feel positive about British farming, up from 67% the previous year.

Shopping habits also reflect this trend, as an estimated 3.1m consumers purchased meat from a butcher over the past year, spending an average of £135.50.

Meanwhile, 10% of consumers say they buy red meat from farm shops.

Supporting local businesses (59%) and choosing British products (36%) are among the main reasons cited.

Campaign activities

This year’s campaign activities will include digital promotions, in-store support from retailers, and collaborations with industry figures, including TV celebrity Kaleb Cooper from Clarkson’s Farm.

Events will showcase the full supply chain, with contributions from farmers, butchers and hospitality professionals.

Charlotte Kingham, head butcher at The Farmers Puppy kitchen (linked to Jeremy Clarkson’s The Farmer’s Dog pub in Oxfordshire), said: “Great British Beef Week is a fantastic opportunity to showcase British farmers and the local supply chains that bring their produce to our counters.”

The initiative continues to receive backing from industry organisations across the UK, including the NFU, Red Tractor, the Royal Agricultural Benevolent Institution, Quality Meat Scotland, Hybu Cig Cymru, the Livestock and Meat Commission and the Ulster Farmers Union.

Regional programmes are also planned to promote quality assured beef and engage younger audiences.