Beef and lamb looking for World Cup win

- Published: 07 June, 2010

Beef and sheep producers are hoping for a repeat of England's last World Cup performance – but not on the pitch.

Figures from Eblex show the highest four-week period of sales of burgers and grills – which includes a range of other red meat barbecue products – in the past five years was during the World Cup in June and July 2006.

A good England performance on the pitch and good weather this month could see burger sales eclipse this score and provide a shot in the arm for beef sales.

"Our records show that there was a spike in sales of products like burgers and steaks for the barbecue for the four-week period from 9 June to 9 July, when the World Cup was on in Germany," said Nick Allen, Eblex sector director.

"This was the highest level of the last five years. Traditionally, with lots of people watching the games, they will either enjoy a barbecue with friends or go to the pub to watch it and pick up a burger.

"We would expect to see a similar spike this summer, which might lead to us beating the 10,800t of beef and grills sold during the last World Cup.

"With good performances by England on the pitch and a bit of a good weather, we could see an even larger spike in sales."

Sales of beef and grills are currently running ahead of those in the last World Cup year at just over 8,000t in the four weeks to 21 May.

Eblex is also working with Quality Standard caterers on a World Cup "half timer" promotion to boost beef sales. As well as advising on two quick beef recipe ideas, suitable for half-time trade, it is offering prizes of footballs and soccer strips.