The competition was first launched in October 2017 and since then has gained swift and widespread recognition within the agriculture, food and education sectors as an innovative programme that is helping to connect young people at a key stage in their education with job opportunities in the sector. It shines a positive spotlight on the care and skill involved in the meat supply chain and helps to address consumer perceptions about beef.
A comprehensive marketing and PR promotional campaign managed by MF Communication supports the competition to raise awareness, drive entries and build engagement with industry stakeholders and young people.