Why provenance matters on menu…

According to Bord Bia’s (the Irish Food Board) most recent Irish Beef Brand Tracking research, two-thirds of the British population see Irish beef as local, a figure closely associated with UK countries and significantly higher than any other EU country.

 

The same UK national representative study also revealed that 88% of consumers stated they would purchase and consume Irish beef, due to the quality, trust and flavour of grass-fed Irish beef.

 

Familiar and trusted standards

 

This is an insight which provides as much narrative about consumer recognition of familiar standards as it does about geographical proximity. Of course, the Republic of Ireland shares a border with the UK but it also shares the same values of beef farming when it comes to sustainability, animal welfare and food safety. These values help create a sense of trust across the whole supply chain, from farmers to suppliers, butchers, chefs and consumers.

 

 

As Lucianne Allen, Director of Sales and Marketing at award-winning catering butcher Aubrey Allen notes: “Irish beef comes from areas of outstanding beauty, reared by farmers who are fiercely passionate about sustainable agriculture, animal welfare and producing the best quality beef. With Ireland’s close proximity to the UK, we’re able to source some of the freshest, most tender and ethically cared for meat to deliver the best in quality to our customers.”

 

A unique grass-fed taste

 

The natural green pastures over on the Emerald Isle create the ideal environment for rearing cattle. Ireland’s mild, temperate climate and plentiful rainfall leads to lush green grass full of nutrients, clover and yarrow, which Irish cattle love to graze. It is no wonder Ireland has the longest grazing season in the Northern Hemisphere and has operated a grass-fed beef farming system over many centuries, the key pillar to its exceptional, unique taste.

 

As Tom Cenci, Resident Chef at Stoney Street by 26 Grains, explains: “Ireland is the perfect environment for rearing cattle, because the animals can graze outside for most of the year on the lush green fields and on the clover, yarrow and herbs in the grass. This all adds a depth to the beef; it is always of a consistently high quality, which is full of flavour. The fact that Ireland is so local to the UK is also a big plus. We are really lucky to have such a beautiful fresh product on our doorstep.”

 

On-menu provenance call out

 

The growing interest in provenance and local stories provide useful pointers to chefs and the hospitality industry when it comes to displaying provenance messaging on-menu. Cenci has been using grass-fed Irish beef for over 10 years and says: “By calling out the Irish provenance of the beef on my menu, it helps me to communicate the premium nature of the product I am serving to my guests. Customers then feel better informed about the beef they are eating and that they are being offered premium quality ingredients from a source they can trust.”

 

The choice of leading Michelin-starred chefs

 

All these points underpin Irish beef’s popularity among chefs worldwide and why it has become the go-to source of beef for many of the world’s leading Michelin-starred chefs.

 

Adam Bennett, Chef-Director at Michelin-starred pub the Cross at Kenilworth, says: “As a chef I am always searching for that perfect ingredient, and the incredible flavour and texture of Irish beef inspired me to create a dish which was awarded the Best Meat Platter Prize in the final of the renowned Bocuse d’Or competition.”

 

 

It is therefore no surprise that at the 2018 and 2019 World Steak Challenge, Irish beef won more medals than any other country, showcasing that while local provides a sense of trust, quality produce and ingredients must always be at the heart of every menu.

 

Irish beef has this in spades, and this is perhaps best summed up by one of the UK’s most renowned chefs, Henry Harris, former Owner and Chef-Patron of Knightsbridge restaurant Racine and now Chef and Beverage Director of seafood restaurant group Wright Brothers: “I have been buying grass-fed Irish beef for many years because it is of a consistently high quality and some of the best beef I have ever eaten,” he says.

 

So, as the hospitality sector begins to reopen, operators and chefs alike need to be ready to capitalise on the growing interest in provenance and, most importantly, the sense of trust this provides to your customers. Ultimately, this will help to communicate the high quality of produce on the plate and enable a better dining experience.