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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.

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: