Bord Bia, the Irish food board, has launched a campaign alongside celebrity chef John Chantarasak to help encourage consumers to try a range of Thai-inspired recipes and flavours this summer.

In response to a carcass imbalance and a significantly challenged foodservice sector, the ‘Steaks by Fire’ campaign has been developed by Bord Bia, grass-fed Irish beef and John Chantarasak to help consumers enhance their steak cooking skills.

Having most recently appeared on ‘The Great British Menu,’ Chantarasak, owner of restaurant Anglo Thai, has curated a series of recipes featuring grass-fed Irish steaks cuts to be cooked over fire. He will also share a series of BBQ tips on how to cook the perfect steak outdoors.

Each recipe will appear as a limited-edition weekly menu special at the chefs brand new summer AngloThai BBQ residency at Newcomer Wines in Dalston, where guests will be invited to try a different Irish beef recipe each week. The recipes include:

• Grilled ‘crying tiger’ grass-fed Irish rib-eye with roasted chilli and tamarind dipping sauce
• Whiskey marinated grass-fed Irish sirloin with ‘falling water’ herb salad and roasted rice powder
• Aromatic red curry of grass-fed Irish rump with charcoal-grilled celeriac and Thai basil
• ‘Laab’ spiced grass-fed Irish fillet with pounded chilli and herb dressing

Running for six weeks with the aim to reach one million consumers across the UK between the ages of 21 – 55 years old, the initiative will include recipes and ‘how-to’ videos featuring premium grass-fed Irish steak cuts, such as sirloin, rump, fillet and bone-in rib eye. All the content will be amplified and showcased across PR, web, email and social media.

Commenting on the campaign, Chantarasak said: “Cooking steaks over fire really does deliver a special flavour. And this gets even better when you’re working with a premium Irish cut from cattle who graze on lush green grass in Ireland’s mild and wet climate. It really does dial-up the taste even more.”

Emmet Doyle, GB meat market specialist at Bord Bia, added: “We are excited to collaborate with John on this project, we were drawn to his passion and ethos for using quality, sustainably sourced ingredients and grass-fed beef. John has created some fantastic recipes which will really help people BBQ their steaks with confidence over the summer.  And we can’t wait for people to try his dishes featuring grass-fed Irish steaks at his summer pop-up in Dalston.”