‘Make it at home’ with beef, consumers told

Meat levy boards are pitching in to a major national campaign encouraging consumers to ‘Make It’ with beef, to alleviate carcase balance challenges in the beef supply chain.

In the wake of Covid-19, the beef supply chain has suffered serious carcase balance challenges. There has been a surge in demand for beef mince in supermarkets, but more expensive cuts – commonly favoured in restaurants – have seen demand plummet since the lockdown came into force.

In order to meet the demand for mince, processors have been forced to mince higher value hindquarter and steak cuts, leading to a drop in the overall retail value of the carcase, and a drop in the potential returns back to beef farmers.

Running for 12 weeks with TV, video on demand, radio and social media, the £1.2 million campaign is aiming to inspire consumers to create restaurant-style meals from their own homes, using a variety of high-quality hindquarter cuts.

The campaign, run by AHDB, Quality Meat Scotland and Hybu Cig Cymru, will be supported by ‘how to’ videos and cooking tips, and influencer-driven content.

It is aiming to reach 85 per cent of households and delivery a three-to-one return on investment.

A joint statement from the levy boards said: “This is a unique joint effort by AHDB, QMS and HCC which we hope will drive an uptake in steak and roasting joint sales in the run up to barbecue season. It’s a fantastic opportunity for everyone to get involved and create some amazing dishes in their own kitchens.”

Funding from the campaign is being sourced from the £3.5 million fund of AHDB red meat levies, which is ring-fenced for collaborative projects and managed by the three meat levy bodies.

The fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England, for animals reared in England and Wales.