The pressures currently facing the red meat sector globally are undeniable, making a strong case for the advocates of British beef production to take on the communications challenge with gusto.

We look at the issue as Great British Beef Week kicks off.

In the latest episode of the Agri-Food Comms Cast, Catherine Linch explores how this traditional sector is challenging some public’ perceptions and setting the record straight about the merits of British beef.

Jilly Greed, farmer and co-founder of Ladies in Beef, discusses this year’s Great British Beef Week (GBBW), a celebratory annual campaign created to promote and champion beef production – from farm to fork.

In the last 11 years, it’s garnered tremendous support from across the industry. This year, GBBW is backed by the National Farmers’ Union (NFU), Royal Agricultural Benevolent Institution (RABI), Agriculture, Horticulture and Development Board (AHDB) and Meat Promotion Wales.

With sustainability as the theme for the 2021 event, Jilly believes connecting consumers with food provenance, the farmed countryside and how beef systems can support the environment is key to restoring the public’s affiliation with eating red meat.

This episode also highlights the value of a breadth of communications channels, including popular films like Kiss the Ground and online events like We Eat Balanced and the RABI cookalong, that are spreading positive messages around sustainable farming within the agri-food sector and beyond.

The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk