A campaign to beef up the humble butty will roll into Leeds.
Ladies in Beef, the group behind the beef celebration, will be serving up samples of tendertop steak sandwiches to shoppers.
The group will appear alongside a tractor on Thursday and members of the public can quiz farmers about their produce as today marks the start of Great British Beef Week.
The focus of this year’s campaign looks at the impact of convenience food.
According to research carried out by Kantar Worldpanel, the average person spends just ten minutes making a sandwich and 31 minutes preparing larger meals compared to an hour a generation ago.
More than 5.6 billion sandwiches were eaten in Britain last year alone.
Jilly Greed, co-founder of Ladies in Beef, said: “Sandwiches are featured so heavily in the British diet it is hugely important that we make them as nutritious and tasty as possible. And to help, this year, Great British Beef Week is supporting the Great British butty.
“Beef up your Butty is a cheeky look at Britain’s favourite meal and will educate sandwich lovers on the eight vitamins and minerals that beef provides, and show how fast and easy it is to create a two-minute thin-cut steak butty or use up leftovers from the Sunday roast.”
East Yorkshire farmer Catherine Thompson will be part of the contingent in Leeds.
She said: “People like to meet the producers and British beef is such a good product, it’s got to be the best of all the meats.”