Food & Drink, News

Hold the press – the meaty challenge is back

Following on from last year’s inaugural and hugely popular Meat the Challenge, BBQ chef sensation and TV star Chris Roberts is back again, and in 2021, it’s bigger and better in so many ways.

The response to last year’s challenge for people to ‘pimp up’ their steak sandwiches was phenomenal and this year’s competition will once again pit people against each other in various categories to showcase the versatility and quality of PGI Welsh Beef.

Launched to coincide with the annual revealing of everyone’s barbecuing equipment and easing of restrictions in the wake of Covid-19, it is a great opportunity to enjoy some fantastic food while also supporting our local butchers and farmers following a challenging year.

‘Flamebaster’ Chris Roberts is renowned for his delicious barbecue recipes and he has again partnered with Welsh red meat levy body Hybu Cig Cymru to provide prizes and added support for his challenge. To get everyone in the mood Chris has made his own steak sandwich which will hopefully inspire others,

“This time of year is the perfect time to get cooking with some great premium cuts of steak, from sirloin to ribeye to fillet – the options you can get at your local butcher, at the supermarket, or online are plentiful. Make sure it is PGI Welsh Beef however as this continues to be a crucial time to support our local farmers.

“Remember though I want to see you ‘pimp’ that bad boy up. Some of last year’s ideas were incredible and I hope it’s going to be even better this year. With more categories and more prizes up for grabs there’s no reason not to get involved. Just remember the rules…there are no rules!”

There are five categories this year which allows for all ages and all interests to get involved and aim to win some fantastic prizes. The categories will be as follows – best children’s entry (16 and under), best barbecue entry, best video, best use of Welsh produce and most quirky idea – so something for everyone. There will also be one overall winner who will receive a luxury firepit and will also have Chris himself come to their home to cook up an unforgettable Welsh Beef feast.

Wales and Ospreys international rugby player Dan Lydiate, who is also a beef farmer, is a keen supporter of the competition,

“This is a great opportunity to highlight the versatility and undoubted quality of Welsh Beef and I, for one, will be doing my best to upstage Chris with my fantastic steak sandwich. As it’s looking likely that larger groups will be allowed to come together over the summer this is your chance to impress friends and family with a unique take on a fabulous dish. So what are you waiting for – join me and get sizzling!”

To enter all you have to do is cook-up your sumptuous steak sandwich and post online a picture of your inspirational creation tagging in @pgiwelshbeef on Instagram, Twitter or Facebook and using the #MeatTheChallenge.

Rules of the challenge and prizes

Overall winner: ‘Flamebaster’ to cook a feast at your home + BBQ / Fire Pit

Children’s entry (up to 16 years old and under supervision): £150 cookery equipment

BBQ entry: £150 hamper Butchers’ Club voucher

Quirky entry: £150 hamper Butchers’ Club voucher

Best use of Welsh produce: £150 Welsh food and drink hamper

Best video entry: £150 hamper Butchers’ Club voucher

Here’s how to enter in four easy steps:

  1. Select your steak. Visit your local butcher or supermarket, either in store or online, and purchase your PGI Welsh Beef steak(s).
  2. Get cooking and get creative. Cook your steak to your liking and serve in your unique sandwich – use your imagination – it doesn’t even have to be made with bread!
  3. Share your creation with the world! Plate up your sandwich and post an image or video of it, along with the all-important recipe on your social media channels using #MeatTheChallenge as well as tagging us in your post: Facebook: @PGIWelshBeef | Instagram: @pgiwelshbeef | Twitter: @PGIWelshBeef
  4. And…relax. You’ve done your bit, now it’s over to Chris. Once the entries are in, Chris will choose the best entries and an overall winner.

Last year’s winner, The Migrating Chef as he is known, is looking forward to defending his title but realises it will be a tough challenge,

“I really enjoyed getting involved with this challenge last year – it was just a joy to do something a bit different during quite a difficult time for everyone. I do quite enjoy spending time in the kitchen but the beauty of this is, anyone can take part – it’s just a matter of letting your imagination run riot with the fantastic Welsh ingredients we have to play with. Bring it on!”

 The various prizes on offer are being donated by Welsh red meat levy body Hybu Cig Cymru as they see this as a great opportunity to remind people of the great quality of Welsh Beef and the importance of continuing to support our local butchers as Rhys Llywelyn, Market Development Manager at HCC, explains,

“We were absolutely delighted with the response to last year’s challenge and so decided to return and make it bigger and better. There are more categories, more opportunities to win but like last year the star is still this wonderful product, Welsh Beef. There couldn’t be a better and tastier way in showing your support to our farmers and butchers as we aim to rebuild and re-instil confidence in such an important industry for us here in Wales. So stoke up those barbecues – and get cooking!”

To get you in the mood Chris Roberts has put together his own steak sandwich with some great Welsh ingredients and you can view the video and further details on how to enter the competition here:

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