A debut campaign to promote the joys of English lamb and beef got under way this week.
The English Beef and Lamb Executive used St George's Day to launch its first campaign since devolving from the Meat and Livestock Commission.
A series of promotional leaflets, entitled Tuck In', have been created, featuring traditional and easy to prepare regional recipes, and a roadshow will be touring England with celebrity chef Brian Turner.
Andrew Garvey, EBLEX's marketing manager, said: "We felt St George's Day was the perfect opportunity to fortify the English spirit with some first class English beef and lamb.
"There are some wonderful meaty recipes from around the country which are really simple and quick to prepare and some are featuring on our recipe leaflets."