Are You Getting Your Portion?
15th July 2011
MeatBoxes, containing a week’s worth of beef, pork and lamb, have been launched by TV chef John Torode and a group of butchers from across the UK, to show shoppers how much red meat they can enjoy as part of a balanced diet.
• Shopper confused by health advice
• Butchers launch MeatBoxes to help shoppers include meat in a balanced diet
• TV Chef John Torode supports butchers’ campaign
Modelled on popular vegetable boxes, each MeatBox will contain a variety of cuts of beef, pork and lamb, adding up to 500g per person per week as well as a series of tasty nutritious recipes. The boxes will be trialled in butchers across the country on Thursday 14 July and rolled out if they prove a hit with customers.
The scheme was launched in response to on-going attacks on red meat and suggestions that people need to cut down the amount they eat. However average weekly consumption in the UK is already around 500g per person1, the amount recommended by health charities and government, meaning the majority of people do not need to cut down on red meat.
But new research released by MeatMATTERS2, which is working with the butchers to launch MeatBoxes, suggests that consumers are confused by the calls to reduce red meat in their diets. According to the research around 65% of people said they did not have a clear idea of how much meat 500g represents. And 85% thought they should eat red meat just three times a week to avoid exceeding 500g where in fact the actual figure is four or five times based on average portion sizes.
TV Chef and Restaurateur John Torode, who is supporting the campaign said, “This is a brilliant initiative that’s really going to help people cooking at home and shopping for their families. It’s really difficult, when faced with all of the information out there, to know the best way to shop and I’m not surprised that people are confused about what’s healthy and what they should be buying. People trust their local butchers and this new, simple idea is really going to make it clear how much red meat people can enjoy as part of a balanced diet. The average person certainly doesn’t need to think about cutting down.”
TV Nutritionist Amanda Ursell is also supporting the campaign. “Red meat plays a vital role in the diets of the vast majority of people in this country. There is a danger that if people who are already eating around the right amount take heed of the sometimes confusing advice they could lose out on valuable nutrients and minerals such as iron. Too little iron in the diet is also a problem for many women already in this country.”
The MeatBoxes will be available for two or four people and contain the following amounts of
red meat per person (raw weight).
• 200g steak
• 50g bacon
• 150g pork chops
• 175g lamb roast
• 125g mince
Recipes provided along with the MeatBoxes include Beef Fillet with Vanilla and Basil Ice Cream and Chilli, Honey Blueberries, Roast Lamb with Rosemary, Mint and Ginger Glaze and Oven Baked Piri Piri Burgers with Mediterranean Vegetables.
Six butchers from Burnley, Nottingham, Southampton, London, Newcastle and Nuneaton are taking part in the campaign.
Chris Lamb, spokesperson for MeatMATTERS said, “The Government’s Scientific Advisory Committee on Nutrition (SACN) recently confirmed that the vast majority of people do not need to change their meat-eating habits. We’ve always encouraged people to eat red meat as part of a healthy balanced diet. But with all the conflicting health advice consumers simply don’t know whether they are eating too much or too little. The MeatBoxes initiative is simply designed to give consumers some clarity. The good news is the majority of people have got it about right and don’t need to worry.
For more information about the role of red meat and a selection of tasty versatile recipes using pork, beef and lamb visit www.meatmatters.com.
For further information and images please contact:
Jodi Lewis, Good Relations
020 7861 3933
Elizabeth Bateman, Good Relations
0207 861 2860
1) The National Diet and Nutrition Survey – 2003 estimates average daily consumption of red meat in the UK is 76g – 532g per week
2) Research conducted by OnePoll in May 2011. 3,000 respondents took part.
Each MeatBox contains the following cuts totally 700g per person raw weight. Cooking loss of 25% – 30% results in a cooked weight of approximately 500g
Cut Cooked weight per person Raw Weight per person 2 Person Box 4 Person Box
Raw Weight Raw Weight
Steak 143g 200g 400g 800g
Bacon (2 rashers) 36g 50g 100g 200g
Pork (steaks or chops) 107g 150g 300g 600g
Lamb Roast (3 slices plus left overs) 125g 175g 350g 700g
Mince 89g 125g 250g 500g
Total 500g 700g 1400g 2800g
MeatMATTERS has provide the following recipes with each MeatBox
Two Person Box Four Person Box
• Peppered Beef Steak with Horseradish Mash • Beef Fillet with Vanilla and Basil Ice Cream and Chilli, Honey Blueberries
• Bacon Sandwich • Bacon Squeak Frittata
• Marinated Pork Chops • Chunky Pork chops
• Roast Lamb with Rosemary, Mint and Ginger Glaze • Roast Lamb with Rosemary, Mint and Ginger Glaze
• Oven Baked Piri Piri Burgers with Mediterranean Vegetables • Stuffed Meaty Marrow Beef Rounds
MeatMATTERS.com is an information service funded by, and on behalf of, the red meat industry. MeatMATTERS.com is here to make journalists and consumers aware of the valuable information that exists about beef, pork, lamb, bacon, gammon, ham and sausages. The partners involved in promoting MeatMATTERS.com and the pleasures of eating red meat as part of a balanced diet include:
- Bord Bia
- Danish Agriculture & Food Council
- English Beef and Lamb
- Beef and Lamb New Zealand
The MeatMATTERS.com service provides a range of information including delicious new recipes available online at www.MeatMATTERS.com any time you need some inspiration. In addition to the great recipes and food photography, the site provides advice on choosing, preparing and cooking red meat and links to advice on healthy eating and achieving a balanced diet. MeatMATTERS.com is regularly updated and can provide you with insights into consumer food trends and other newsworthy issues.