Irish beef promotion launched

Irish beef bosses are hoping for a repeat of last year's success with a special on-pack beef promotion.

Bord Bia, the Irish Food Board, is again launching its highly popular beef calendar giveaway.

This year's calendar features the very best of Irish beef and the talent of six of the finest Irish chefs.

A spokesman said: "As a result of the lush green grass on which Irish beef is fed, it has long been recognised for its superior taste and quality. The six acclaimed chefs from throughout Ireland have selected their favourite Irish beef dishes.

"The recipes use a variety of cuts, from mince to fillet steak, and all of them can be easily reproduced in the family kitchen."

Recipients of the 2007 Irish Beef Recipe Calendar, can look forward to recreating beef and stout stew by Michelin starred chef Derry Clarke of Dublin's L'Ecrivain restaurant. Other recipes include Thai style char grilled Irish beef salad by Kevin Dundon of Dunbrody Country House Hotel who is a regular guest on UK food programmes.

The promotional packs running across selected cuts of Irish beef throughout October will be on sale in branches of Somerfield, Tesco, Lidl, Aldi and Sainsbury's nationwide.

The introduction of the chef's recipes is a new concept for the promotion, which has achieved an extremely high rate of redemption in previous years, and looks set to have strong appeal to consumers.

Customers can look forward to receiving their free recipe calendar by returning one promotional label plus postage and packaging.