Launch of Lebey Guide promotes QSM beef and lamb in Paris
Quality Standard Mark (QSM) beef and lamb has been placed alongside some of the top bistros and restaurants in London and Paris following the launch of a new gastronomic guide which recognises eateries of distinction in the two cities.
The Lebey Guide is the first time that a publication lists the best bistros in Paris and London and is printed in both French and English. Importantly, it focuses on meat.
The guide is aimed at food lovers and features AHDB Beef Lamb cuts charts, produce pictures and carcase guides – informing readers about the factors that make high quality beef and lamb reared on home soil such a premium product,
To launch the Lebey Guide, an event was held at the French embassy in Kensington last week. AHDB Beef Lamb was invited to showcase produce to encourage guests, made up of chefs, restaurateurs, dignitaries and food journalists, to appreciate the virtues of using QSM beef and lamb.
The event was opened by French Ambassador Sylvie Bermann, who praised the mutual appreciation of fine dining in both London and Paris. She also recognised the way in which the two nations had stood side-by-side in the face of recent atrocities.
AHDB Beef Lamb foodservice project manager Hugh Judd prepared cannons of beef sirloin and cannons of lamb for guests to sample, with chefs and restaurateurs from both sides of the Channel keen to find out more about its provenance.
Remi Fourrier, export manager for France, said: “The Lebey Guide presents an opportunity to place home-grown Beef Lamb in the centre of the menus of Parisian restaurants and its presence in the guide will raise the profile of our produce.
“Many French people already enjoy our meat, given that one in five lambs produced in the UK is exported across the channel. But, by being featured in the Lebey Guide, the produce is being placed alongside some of the two countries’ finest dining establishments and chefs, reaffirming its premium reputation.”
The guide is available from www.lebey.com (website in French, available in English via Google translate). A short video of AHDB Beef Lamb at the French embassy is available here.