AHDB BEEF & LAMB TRADE MARKETING

Barbecue like a pro thanks to AHDB Beef & Lamb

Press Release   •   Aug 17, 2015 17:04 BST

AHDB Beef & Lamb has released a series of cooking demonstration videos to help butchers capitalise on the barbecue cooking trend and help families perfect their barbecuing skills.

The beef and sheep meat division of the Agriculture & Horticulture Development Board (AHDB) has teamed up with specialist barbecue chef Richard Holden to help consumers get to grips with cooking a variety of beef, lamb and pork cuts on the barbecue.

Holden offers viewers practical advice, hints and tips on everything from getting the right temperatures for different cuts, through to essential barbecuing equipment. Not only do the videos demonstrate how to perfect the classic barbecue dishes, they also feature alternative steaks and cuts for those who want to impress their guests with something different.

In 2013 the UK barbecue market was worth more than £7 billion, up from £150 million in 1997.

Mike Richardson, AHDB Beef & Lamb’s independent retail sector manager, said: “Here in the UK we are barbecuing more than ever. The average number of barbecues hosted by families each year has more than trebled over the last 10 years. In fact, last year the UK was crowned Europe’s leading barbecue nation. Barbecuing is now seen as a form of cooking in its own right, as well as an enjoyable social occasion. The rising popularity presents a huge opportunity for butchers, who can utilise these videos by showing their customers how to get the best out of their meat.

“As the popularity of barbecuing continues to grow, so does the desire to try something new and innovative. We wanted to show butchers and their customers there a number of cuts out there, that aren’t typically associated with barbecuing, but work extremely well on the barbecue. These quick and clear videos will help demonstrate this.”

To watch the new barbecue videos click here.

Ends

For more information, please contact Monisha Singh, in the AHDB Beef and Lamb press office, on 024 7647 8959 or via monisha.singh@ahdb.org.uk

Notes to editors

AHDB Beef and Lamb is a division of the Agriculture and Horticulture Development Board (AHDB).

AHDB is a UK-wide Non-Departmental Public Body sponsored by Defra and primarily funded by farmers, growers and others in the supply chain through statutory levies.

It supports the meat and livestock industries (beef, sheep and pigs) in England; the horticulture, dairy and potatoes industries in Great Britain; and the cereals and oilseeds industry in the UK.

AHDB Beef and Lamb was formerly known as EBLEX.

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