Created by Women in Beef (LiB), the Nice British Beef Week (GBBW) marketing campaign goals to champion the native provide chain behind British beef, from the farmers who produce it to the butchers, farm outlets and retailers. In keeping with AHDB, nationwide retailers will help the marketing campaign in retailer and on-line from Twenty third-Thirtieth April 2026.
AHDB highlighted that the week-long marketing campaign has come at a time when shopper demand for British meals stays sturdy, and said that 71% of shoppers suppose that the meat they buy from the butcher’s counter is sweet high quality, the very best degree since 2018 (AHDB/YouGov, those that purchase meat from a neighborhood butcher, November 2025).
Additional analysis from AHDB and Blue Marble 2025 confirmed that 71% of shoppers felt constructive about British agriculture, a “vital rise” from 67% in 2024 and the very best degree since monitoring started in 2019.
AHDB reported that final 12 months, 3.1 million buyers bought meat from a butcher, and on common every spent £135.50 (52 w/e twenty second February 2026, Worldpanel by Numerator). A complete of 10% of shoppers claimed to buy their crimson meat from a farm store (AHDB/YouGov, shoppers who eat meat, November 2025).
AHDB mentioned that customers buying crimson meat from a butcher declare to take action as a result of they need to purchase British (36%), need to help native companies (59%), and suppose it’s good worth (32%) (AHDB/YouGov, Nov 2025).
GBBW was initially created by Devon beef producer Jilly Greed and former NFU president Baroness Minette Batters, who based the Women in Beef (LiB) farmers’ group. GBBW is supported by AHDB, in collaboration with Hybu Cig Cymru – Meat Promotion Wales (HCC), Livestock and Meat Fee (LMC), Nationwide Farmers Union (NFU), Pink Tractor, RABI (Royal Agricultural Benevolent Establishment), High quality Meat Scotland (QMS) and Ulster Farmers Union (UFU).
Jilly Greed, Devon beef farmer and co-founder of the Women in Beef group, mentioned: “It’s all about championing our trusted native provide chains, the household farms, farm outlets and butchers that work collectively to ship top-quality British beef to communities. When individuals purchase native, they’re supporting British farmers who care deeply about high quality and the setting.”
Business helps to advertise British beef
Social and digital content material will help the marketing campaign all through the week, with Women in Beef and meals trade companions getting concerned alongside previous NFU president Baroness Minette Batters and TV’s Adam Henson.
AHDB has partnered with The Farmer’s Canine pub to showcase its British beef, sourced from native farmers together with TV movie star Kaleb Cooper. The marketing campaign shall be dropped at life via social content material that includes Kaleb, Charlie Eire, operations supervisor Annie Grey, head chef Max D’Amario, head chef at The Farmer’s Pet Jason Corridor and head butcher Charlotte Kingham, highlighting their dedication to regionally sourced beef.
Charlotte Kingham, mentioned: “Nice British Beef Week is a implausible alternative to showcase British farmers and the native provide chains that deliver their produce to our counters.”
Butchers play an vital position for shoppers, mentioned AHDB, as three quarters really feel snug partaking with somebody managing the butchers counter, and greater than three quarters said that they like the truth that the butcher will put together the crimson meat for them (AHDB/Linney, 2025).
“Livestock farmers throughout the nation produce sustainable British beef to among the highest welfare and environmental requirements on the planet.”
David Barton, NFU
NFU livestock board chair David Barton, mentioned: “Livestock farmers throughout the nation produce sustainable British beef to among the highest welfare and environmental requirements on the planet. Nice British Beef Week provides us the right alternative to have fun a implausible nutritious meat and showcase the product to the general public who can present their help by backing British farming.”
Pink Tractor CEO Jim Moseley commented: “Nice British Beef Week is a strong celebration of British farming. Pink Tractor is proud to help UK beef farmers with excessive requirements that underpin shopper belief in Nice British beef, each right here within the UK and all over the world.”
In Northern Eire, LMC will lead exercise to champion the standard and traceability of NI Farm High quality Assured beef. LMC chief govt Colin Smith mentioned: “All through the week, we’ll spotlight your entire farm to fork provide chain. Actions will embrace a retail sampling occasion, the place we shall be joined by farmer, processor and retailer representatives.
“This shall be supported by a wider programme of digital exercise operating throughout the week, alongside ‘Mini Beef Week’, an in-school initiative for major aged pupils.”
