Bord Bia, the Irish Food Board, and Irish beef have announced a collaboration with five of the UK's live fire cooking chefs to create new barbecue recipes.
The chefs will offer hints and tips on cooking grass-fed Irish beef as part of 'The World's Greatest BBQ' campaign.
John Chantarasak of AngloThai, Nick Fitzgerald of Tacos Padre, Lee Westcott (pictured) and Andrew Clarke are among the chefs involved in the campaign. Each will draw on their culinary backgrounds to create limited-edition specials which will be served at their restaurants and at events throughout the summer.
Meat will be supplied by butcher Aubrey Allen and HG Walter, and dishes will feature rib-eye, short rib, onglet and bavette.
The campaign will also see regional Irish beef ambassadors sharing their creations and barbecue cooking tips, including chefs Ronnie Aronica of Bench in Sheffield, Sam Grainger of Belzan in Liverpool, and Paul Welburn of 215 Kitchen and Drinks in Oxford.
The campaign will run for eight weeks with the aim of reaching one and a half million consumers across the UK, with each chef championing a different cut of grass-fed Irish beef.
Emmet Doyle, UK meat market specialist at Bord Bia, said: "We are absolutely thrilled to be partnering with some of the country's top chefs for this campaign. With a range of exciting backgrounds and cooking styles, the one thing all these chefs have in common is a passion for using the best, top-quality produce, such as grass-fed Irish beef.
"Ireland has a steeped history in agriculture, where farms are traditionally family owned, passed down from generation to generation, as too is the love and craft of livestock farming. Not only does Ireland's sustainable grass-based farming methods deliver high standards in quality, traceability and animal welfare but it also delivers on great tasting Irish beef, which is of a consistently high quality and lends itself to a whole range of delicious barbecue dishes and cooking techniques no matter the cut."
The campaign also features a social media competition , 'The World's Greatest BBQ Giveaway', which will run across the Irish beef Facebook, Twitter and Instagram accounts. Prizes include Weber heat resistant gloves, Big Green Egg utensil toolkits, London Log Company campfire cooking kits, Joy Stoves and vouchers to the barbecue chef's restaurants.