NFU launches new consumer beef campaign,

The National Farmers Union (NFU) is teaming up with Ladies in Beef to launch a new consumer campaign to promote British beef as a versatile, nourishing and good-value option for families.

Running across digital, social media, national advertising, retail and traditional TV and radio platforms from November, the campaign will be fronted by actress, and star of ITV’s Loose Women, Lynda Bellingham, whose roles as a country vet’s wife in All Creatures Great and Small and as the Oxo mum made her a national figure. 

It will see the launch of a flashship interactive website, www.greatbritishbeef.co.uk, with recipes, cook-along videos and guides to choosing and cooking value cuts of beef. An advertising campaign will also run across national food magazines Olive, Delicious and the BBC Good Food web portals.

Leading retailers Asda and Morrisons have already signed up to back the campaign via social media networks, as well as contributing shopping vouchers as prizes, and the NFU hopes that other major supermarkets will come on board.

Alistair Mackintosh, chairman of NFU Livestock Board and a Cumbrian livestock farmer said: “I am tremendously proud of the high-quality beef we produce in this country – there’s nothing like it for providing a hearty, nutritious and affordable meal. We want to support our beef farmers with a campaign that is going to really capture the imagination of cooks around the country and encourage them to think of beef when they are planning a meal. We want shoppers to look for the Red Tractor logo to ensure that their beef meets high standards of food safety and hygiene, animal welfare and environmental protection and the flag gives shoppers an assurance about the country of origin. By buying British beef, consumers are helping to support the UK’s rural economy and contribute to a beautiful farmed countryside.”

Minette Batters, from Ladies in Beef, said: “We are proud to support this initiative as we’re passionate about British beef. Our aim is to share with people the quality and versatility of British beef by raising awareness through our countrywide network of dynamic lady beef ‘champions’. We hope that everyone helps support British farmers by buying locally whenever possible.”

Ladies in beef was launched in March 2011 by the Princess Royal. It was founded to raise awareness of British beef though the use of a network of regional ‘champions’ to front regional media campaigns and raise the profile of beef.