Countryfile appearance for Ladies in Beef member
Published:  29 October, 2014

Ladies in Beef member and Yorkshire farmer Rosey Dunn has appeared on BBC1’s Countryfile, promoting UK meat assurance schemes.

The episode, which aired on Sunday 26 October, looked at the British beef industry, and the challenges facing UK beef farmers currently.

Dunn was asked how, in the face of scandals such as horsegate, shoppers can receive assurance on the beef they are buying. She explained that the Red Tractor logo and Eblex Quality Standard Mark represent good farming practices, and provide an indicator of origin, as well as assurances of animal welfare and environmental standards.

She will reappear on the following Countryfile too, looking at rekindling the nation’s love affair with beef. The episode will examine the younger generation’s understanding of beef cuts, with Dunn and Countryfile’s Gareth Barlow cooking a mini-roast for a group of students to taste.

Ladies in Beef, an association of female beef farmers, said Dunn’s appearance on the programme came about as a result of Ladies in Beef’s support for Eblex’s campaign to get mini roasts on the midweek menu. The group launched its own initiative ‘Go Mini for Autumn!’, pushing the tongue-in-cheek message ‘Size doesn’t matter! Try a Midweek Mini Roast’.

Ladies in Beef co-founder Jilly Greed said: “We were delighted to team up with Eblex to promote Red Tractor beef in this very challenging market. The Midweek Mini Roast concept is fantastic; consumers love a roast and there is real nostalgia about the Sunday roast occasion, but we need to find ways to drive beef sales during the week as well.

“Our ‘Go Mini for Autumn’ initiative is designed to encourage people to forget preconceptions about size and give these smaller, easy-to-cook cuts a go. Our members have been supporting Eblex’s above-the-line advertising and consumer PR activity with regional PR and social media initiatives to help reinforce the message.

“We’ll also be encouraging shoppers to look for a quality assurance mark such as the Red Tractor logo featuring the Union flag. Not only is it one of the best indicators of British beef, it also provides a guarantee of traceability and independent inspection.”