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Top Sports Back Quality Beef Mince
27/02/06

TOP sportsmen and women have pledged to help tone up the nation's taste buds with their favourite Quality Standard beef mince recipes.

There are 15 sports star endorsed recipes in the book - Tessa Sanderson's is the 'Asian-Style Beef Noodles' and Ashia Hansen's is the 'Portobello Mushrooms with Beef and Aubergine'
There are 15 sports star endorsed recipes in the book - Tessa Sanderson's is the 'Asian-Style Beef Noodles' and Ashia Hansen's is the 'Portobello Mushrooms with Beef and Aubergine'

Sir Steve Redgrave, Roger Black, Dame Tanni Grey-Thompson, Tessa Sanderson and Linford Christie are among the 15 stars whose 'all-star' beef mince recipes will appear in a special limited edition cookbook produced by the English Beef and Lamb Executive (EBLEX).

The Be A Sport Appeal - a strategic alliance between EBLEX and SportsAid, the charity for sports people - was launched in London today.

John Cross, EBLEX Chairman, said: "This high profile campaign aims to capitalise on our patriotic sporting optimism, smoothing the way for more Quality Standard beef mince onto the market and drawing consumers' attention to the many ways in which it can be used.

"More than 40 per cent of beef is sold as mince. It is an important part of a nutritious balanced diet in many households."

The Appeal, which is an England-wide promotion, will be carried through supermarkets, independent butchers and food service outlets, offering consumers 'money can't buy' prizes.

It will raise cash for our sporting stars of tomorrow while reminding consumers of the taste and versatility of Quality Standard beef mince to boost sales of the product.

Tessa Sanderson CBE (Javelin) with the 'Mince Magic' beef mince limited edition cookbook produced by the English Beef and Lamb Executive.
There are 15 sports star endorsed recipes in the book - Tessa Sanderson's is the 'Asian-Style Beef Noodles' and Ashia Hansen's is the 'Portobello Mushrooms with Beef and Aubergine'

In supermarkets, the Be A Sport Appeal campaign will be carried on more than 5 million packs of Quality Standard beef mince for four weeks offering shoppers the chance of an instant win of tickets to attend the SportsAid 30th Anniversary Ball later in the year, attended by over 30 Olympians, or one of 10,000 recipe books.

Independent butchers will offer scratchcards to give shoppers the chance for them and their friends and family to win a dinner at a 'Quality Standard beef' restaurant attended by a SportsAid star or to win a beef mince recipe book. The campaign will be promoted via posters and leaflets in 1,600 butchers also from 6th March.

Consumer donations to the Be A Sport Appeal will also be encouraged through a PR campaign which will drive 'Share A Supper Night', a local fund raising initiative. Consumers will be encouraged to host dinner parties in their communities with the guests donating what they would pay for their meal in a restaurant to the Be A Sport Appeal.

link New Beef Figures Highlight Extra Profit Opportunity
link How To Be A Select Beef Producer
link Beef Outlook: Healthier Market Balance in Prospect

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