Great British Beef Week celebrate's its tenth anniversary in April.

Founded by Ladies in Beef – a group of more than 150 female beef farmers from across the UK – they will once again champion British beef and British beef farmers during the week April 23-30.

Jilly Greed, co-founder and Devon farmer, said the group was formed to help drive awareness of the quality and versatility of British beef to consumers. "Ten years on, the importance of promotion has never been more critical. We are asking the whole supply chain to really get behind Great British Beef Week this year to fly the flag and champion our home-produced product."

A fourth-generation farmer from the Exe Valley, she said: "British livestock is produced to some of the highest welfare standards in the world. Here, our suckler beef herds are vital for landscape management, in order to maintain the critical carbon sink for damaging greenhouse gases. Great British Beef Week gives us a tremendous opportunity to bang the drum for our wonderful beef farmers."

The Royal Agricultural Benevolent Institution (RABI) is again the campaign's charity partner. R.A.B.I is farming's oldest and largest charity and provides financial support, practical care and guidance to farming people of all ages.

It's estimated that Great British Beef Week has already helped generate £90,000 for R.A.B.I since the charity first became involved in the campaign, so this year's target is £10k to break through the £100,000 mark.

Minette Batters, Ladies in Beef co-founder and NFU President, said: "Ladies in Beef is entirely a voluntary organisation. Very soon after formation we quickly discovered how we could help influence consumer trust in our product, where the public could relate to nurturing, cooking and caring for the family alongside raising livestock to high production standards.

"It's such an achievement to reach a tenth anniversary as well as raise thousands of pounds for the vital work of R.A.B.I."