St George's Day: Good old British beef

Being a Turk, St George himself was probably quite partial to a kebab with a splash of chilli sauce, but we shouldn't let that stop us celebrating his status as England's patron saint with traditional beef dishes.

With St George's Day, April 23, falling on a Wednesday this year, it might make sense for pubs to turn it into a week-long celebration - offering roast beef with all the trimmings on Sunday April 20, hot beef rolls, stir fries and other lighter dishes through the week, and end the festivities with a patriotic-themed barbecue on Saturday 26.

The English Beef and Lamb Executive (EBLEX) has produced a St. George's Day-themed promotional kit, aimed at helping pubs maximise the profit opportunity through the week. The kits include promotional posters, a banner which can be proudly displayed inside or outside the premises, and themed beermats encouraging customers to look out for special beef dishes on the menu.

Customers will be able to enter a competition to win the chance to 'Be A Knight For A Day', with a weekend at a medieval castle for the winner and up to nine friends on offer. The experience includes activities such as falconry, archery, chivalry, juggling and banqueting.

The competition also offers customers the chance to benefit from two-for-one entry at more than 400 Heritage properties. Hugh Judd, EBLEX foodservice project manager said: "The St George's Day kits will help staff and customers get into the spirit of the event.

"There is a lot that pubs can do to make the week leading up to St George's Day really special - for example, planning a special menu with dishes that complement the medieval competition theme."

There are a number of different beef cuts that can be used to keep the menu interesting, from rump to rolled rib, while different glazes and crusts can really help bring out the flavours - mustard or horseradish glaze or herb and caraway crust will complement the roast.

"For caterers looking to maximise profit yet minimise costs, it is also worth considering some alternative, cost-effective beef cuts," advises Hugh.

"To get value for money while ensuring consistent quality and tasty meals chefs could try mini roasting joints, or smaller cuts such as flat iron steaks - these are very flavoursome and ideal for marinating, then grilling or frying - or 'centre cut' steaks, which are totally lean."

To register for a promotional kit call 0208 481 7443 or visit www.eblexfoodservice.co.uk