R.A.B.I is again the charity partner for Great British Beef Week, which is due to return for its 10th anniversary campaign from April 23-30.
However, because of the Coronavirus, R.A.B.I will not be holding any beef week lunches, dinners or fundraising events this year.
Great British Beef Week is spearheaded by Ladies in Beef, a group of more than 150 female beef farmers from across the UK.
“The group was formed to help drive awareness of the quality and versatility of British beef to consumers using a countrywide network of dynamic lady beef producers,” said Ladies in Beef co-founder and Devon farmer Jilly Greed.
“All of our ‘LIBs’ are British beef farmers and proud of it! Ten years on, the importance of promotion has never been more critical.”
It’s estimated that Great British Beef Week has already helped generate £90,000 for R.A.B.I since the charity first became involved in the campaign. Ladies in Beef co-founder and NFU President Minette Batters believes beef farmers must engage with consumers to communicate key messages on quality and farm assurance.
She said: “Ladies in Beef is entirely a voluntary organisation. Very soon after formation we quickly discovered how we could help influence consumer trust in our product, where the public could relate to nurturing, cooking and caring for the family alongside raising livestock to high production standards. It’s such an achievement to reach a 10th anniversary as well as raise thousands of pounds for the vital work of R.A.B.I.”
To find out more about Great British Beef Week go to www.ladiesinbeef.org.uk
To donate to R.A.B.I go to www.justgiving.com/campaign/gbbw2020