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Call to ‘pimp up your steak’ at home for beef week

Call to ‘pimp up your steak’ at home for beef week

Welsh BBQ sensation Chris Roberts has kicked-off a challenge aimed at leading Welsh celebrities and the general public to ‘pimp-up’ their steak sandwich, as lockdown provides added time in the kitchen to clear out those store cupboards whilst supporting Welsh farmers during Great British Beef Week (23 – 30 April). 

Launched as Great British Beef Week gets underway, Chris’s challenge is set to a backdrop of great uncertainty for farmers in Wales due to the nation’s restaurants remaining closed for the foreseeable future - leading to 2.5 billion fewer eating-out occasions in the UK between April and June this year*.

With 20 per cent of beef consumed in the eating-out market, and steak one of the most popular choices, as a result of COVID-19 focus is now shifting to increase opportunities for people to consume top-quality PGI Welsh Beef at home.

To encourage sales of PGI Welsh Beef during lockdown, and help put steak on the menu for some of the additional 500 million meals** a week which will now be consumed at home, BBQ guru Chris Roberts has set a challenge that even the most novice of cooks can take part in.

To help spread the message, Chris has partnered up with Welsh red meat levy body Hybu Cig Cymru – Meat Promotion Wales (HCC) to provide both prizes and added support for his idea.

Commenting as he posted the challenge online, Chris said:

“What better time to get cooking with some great premium cuts of steak, from Sirloin to Ribeye the options you can get at your local butcher, at the supermarket, or online are still plentiful. Make sure it is PGI Welsh Beef, however, as now is a key time to support our local farmers.

“Remember though I want to see you ‘pimp’ that bad boy up. I’ve heard all sorts of ideas already from ‘blow your head-off chillies going in’ with others looking at a ‘taste of the Caribbean’ with some pineapple. Be it you change up the bread, marinate the meat, or think up an unbeatable side to go with it, the rules of what you can add are simple: there are no rules...”

Chris has set the bar high with his own ‘pimped-up’ bone-in rib eye steak sandwich which is available on the eatwelshbeef.com blog page (https://eatwelshlambandwelshbeef.com/en/blog/can-you-meat-chris-roberts-steak-challenge).

To enter, all members of the public need to do is cook their ‘pimped-up’ steak sandwich and post a picture of their creation tagging in @pgiwelshbeef on Instagram; @PGIWelshBeef on Twitter; or @PGIWelshBeef on Facebook. For further information about how to enter, visit the blog section of the eatwelshbeef.com website.

As added incentive, Hybu Cig Cymru – Meat Promotion Wales is donating a range of prizes for both ultimate ‘pimped up winner’ as well as what Chris deems ‘not to my taste, but pretty crazy combo’.

Commenting on Chris’s virtual call to arms, Rhys Llywelyn, Market Development Manager at HCC, added:

“We’re delighted that already we are seeing members of the public happy to get involved in supporting Welsh farmers this way. There couldn’t be a better and tastier way to show your support during lockdown, and it has an added advantage of using up some of those store cupboard ingredients that  you’ve been puzzled with what to do with for the last however many years (if my own store cupboard is anything to go by!)” 

A range of Welsh Beef recipes, including steak recipes, can be viewed at https://eatwelshlambandwelshbeef.com/en/recipes/topic/welsh-beef

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