Horsemeat scandal a ‘game changer’ for beef

A huge opportunity has been created for British beef in the wake of the horsemeat scandal, according to one of the founders of Ladies in Beef.

The discovery of horsemeat in beef products has been a “massive game changer”, said Ladies in Beef co-founder Jilly Greed. It has completely shaken consumers’ confidence and trust in ready meals and processed meat products, she added.

“It has created tremendous opportunities for the British beef industry to increase our market share and communicate some very important messages about the quality, traceability and health benefits of our product,” she said.

“We are seeing a resurgence in home cooking using fresh beef cuts as the public continue to be wary about the quality of ingredients in processed product and beef ready meals, let alone the honesty and accuracy of labelling.”

Her comments come in the lead up to Great British Beef Week (21-28 April) – an annual celebration to promote quality, home-reared beef.

“Great British Beef Week 2013 could not have come at a more opportune time to capitalise on the promotion of Red Tractor Assured British beef,” said Ms Greed. “It’s our chance to speak up about the many health and nutritious benefits of a fully traceable world class product.”

Organisers of this year’s Great British Beef Week are asking supporters to ‘Host a Roast’, with diners making a donation to the Royal Agricultural Benevolent Institution. For more information about Host a Roast events in your area, or how to plan your own, go to

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