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
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
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
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
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
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.
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