Ainsley Harriot signs up with Q Guild

Celebrity chef Ainsley Harriott is joining forces with independent butchers’ trade association the Q Guild to help customers perfect their barbecue cuisine.

The move is part of the Q Guild’s major new campaign to engage the public’s imagination and promote the knowledge, quality and innovation that can be found in high street butchers’ shops.

Members of the Q Guild will be handing out free samples of Ainsley Harriott’s couscous, along with recipe cards created by the former 'Ready Steady Cook' chef.

Philip Cranston, chairman of the Q Guild, said: “The collaboration with Ainsley Harriott is a perfect fit for us. By combining the unrivalled expertise and quality of our butchers and their produce with the culinary skills of one of Britain’s finest chefs we’re able to provide our customers with everything they need to host the perfect barbecue this summer.

“The trend we’ve seen towards more health-conscious purchasing decisions means that Ainsley’s couscous, with less than 2% fat is an ideal choice, and eaten hot or cold, it tastes great with all of the meats we have to offer.”

Participating butchers include: M Newitt & Sons, Fields of Anlaby, Addy’s Butchers of Hade Edge, James Ewart Ltd of Alyth, Cranstons,  J W Mettrick & Son of Glossop and Lords of Middleton.   

The Q Guild celebrates 25 years as a trade association this year and now has 140 members. Together, it serves over a quarter a million UK consumers every week, providing £3m worth of meat and related products.

>Q Guild ramps up marketing campaign