The traditional roast is reinvented for Great British Beef Week

British roast beef will be reimagined when a trio of top influencers share recipes on social media to mark one of the nation’s favourite foodie weeks.

Great British Beef Week (GBBW) returns next weekend on St George’s Day, and the ’naturally delicious’ beef brisket will be reinvented with the infusion of Caribbean, Mexican and South Asian cuisines.

The week-long celebration (23–30 April 2023) has secured the support of Caribbean chef Liam Barker, Zainab Pirzada (of cookingwithzainab) and Oli Paterson the ‘elburritomonster’, who will be sharing their recipe ideas for the iconic British roast in videos across Facebook and Instagram.

Once again, the week-long celebration is supported by AHDB, Red Tractor, the National Farmers Union, Hybu Cig Cymru – Meat Promotion Wales (HCC) and the Royal Agricultural Benevolent Institute (RABI).

AHDB Head of Marketing Carrie McDermid said:

“We are delighted that these three fantastic foodie influencers will use their cooking expertise on social media to inspire the nation to cook with beef during the ever-popular GBBW.

“By sharing these videos, we will be able to reach and encourage more households to mix-up their roast beef experience and celebrate delicious locally reared British beef, which is amongst the most sustainable in the world.”

Returning for a 13th year, GBBW will see farmers, processors, retailers, butchers and chefs uniting with industry leaders to celebrate ‘naturally delicious’ British beef. By sharing recipes, real-life farming stories and infographics on social media and in the press, we can celebrate the quality and taste of British beef as well as our world-leading farming credentials.

NFU President Minette Batters will kick-off the celebrations on Sunday with an on-farm video for social media, talking about the importance of GBBW and the messages around the sustainability of beef production in the UK.

Minette, who will also close the week-long celebrations with a round-up of the activities, is the co-founder of GBBW alongside Ladies in Beef (LIB), a voluntary organisation of female beef farmers set up by Devon producer Jilly Greed.

This year’s GBBW comes ahead of the King’s Coronation, when households across the country will be celebrating their patriotic pride.

To get involved in this year’s GBBW by hosting your own event or activity, please contact domestic.marketing@ahdb.org.uk to access any of our supporting marketing materials or visit the pages below.