National Federation of Young Farmers' Clubs

Fun, Learning, and Achievement

22 February 2018

AHDB Beef and Lamb is launching an awareness campaign with shoppers to promote thin cut steaks and the benefits to the consumer and the industry.

Early trials with an electronic bite test show the meat industry could save more than £7 million, turning cuts graded as slower cook into thin cut steaks.

As part of work to increase carcase value, AHDB experts have used equipment known as a texture analyser to measure the force needed to ‘bite’ through a small sample of meat, placing a kilogram value to measure its tenderness.

Using this science, muscles within the British beef carcase have been tested and found to be suitable for use as quick cook thin cut steaks. During the summer months, cuts used for winter dishes may lose value, needing to be frozen, exported or put through the mincer.

Early tests indicate industry could reap more than £5.2 million creating thin cut steaks from Chuck and £2.5 million from the Leg of Mutton Cut (LMC). Extensive analysis has also been carried out on beef in the US.

AHDB Beef and Lamb has also identified thin cut steaks as a new means to get consumers to eat more beef any day of the week.

Mike Whittemore, Head of Trade and Product Development at AHDB, said: “British pride lies in the quality of the beef that’s produced. The ‘bite test’ uses shear force to measure tenderness, meaning that retailers could quantify quality and charge accordingly. It also helps to ensure consistency and boost consumer confidence in beef steak.”

Within the AHDB strategy, a target to increase the value of the English beef category by three per cent has been set. Quality is also identified as a key driver of choice for consumers.

To raise awareness with shoppers, thin cut steaks will now be promoted with consumer marketing campaigns in 2018, including Great British Beef Week organised by Ladies in Beef, which starts on Monday 23 April until 30 April.

Find out more about the research and the thin cut campaign here and www.beefandlamb.ahdb.org.uk


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