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Stackyard News Jul 2011

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EBLEX Backs Big Farm TV Series

UK consumers will be able to learn more about where their food comes from thanks to a new TV programme backed by EBLEX.

Matt And Allegra's Big Farm

Matt And Allegra's Big Farm

The 10-part prime time series, entitled Matt and Allegra’s Big Farm, will be presented by former England rugby star and renowned foodie, Matt Dawson, alongside chef Allegra McEvedy MBE.

Matt and Allegra’s Big Farm will premiere on UKTV’s Good Food channel this autumn, then will debut to Freeview audiences on UKTV’s entertainment channel, Dave, shortly afterwards.

The series will follow Matt and Allegra as they visit farms around Britain. Each episode will see them visit one or two locations to source enough food for an ultimate feast, consisting of easy to cook dishes using ingredients sourced from the farms.

The EBLEX deal also includes online sponsorship on, Red Tractor beef and lamb branding on all marketing activity to support the series premiere, as well as bespoke Red Tractor beef and lamb sponsorship messages at the beginning and end of each part of the programme. EBLEX will also be supporting Matt and Allegra’s Big Farm through the Red Tractor beef and lamb ‘Good Food Story’ marketing campaign.

EBLEX head of consumer marketing, Jane Ritchie-Smith, said:

“This is the perfect programming recipe for EBLEX: a good measure of fantastic farming stories, a large helping of deliciously inspiring recipes, all topped off with a great dollop of fun from Matt and Allegra.

“This sponsorship will be central to the next phase of the Red Tractor beef and lamb ‘Good Food Story’ marketing campaign which launches in the autumn.”

The deal supports a commitment in the EBLEX corporate plan to ensure the domestic market remains robust by effectively communicating the benefits of red meat to consumers.

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