ABP Food Group’s Irish Hereford Prime Beef range has been announced as the official beef sponsor of Masterchef Italia.
The series of 24 episodes is being aired over 12 weeks on Sky Uno. All beef used in the series will be Irish Hereford Prime, including a special beef focused episode that aired on 26 December.
Commenting on the sponsorship announcement, Paula Butterly, sales and marketing manager, ABP Italy said: “At ABP, we pride ourselves on providing high-quality products, none more so than Irish Hereford Prime beef. Characterised by its finely grained marbling and rich red colour the Irish Hereford Prime brand is now recognised by many top European chefs for its consistent quality. The best of luck to all Masterchef Italia 2013 contestants and we look forward to seeing what delicious dishes are created using our beef.”
Irish Hereford Prime beef was launched in the Italian market in December 2013. The beef is available in Italy exclusively through the Carrefour retail chain.
In September, Irish Hereford Prime launched the Hereford Chef’s Club in Italy, which boasts 12 Michelin star restaurants amongst its members, including one restaurant which has been awarded 3 Michelin stars and another four with 2 Michelin stars awarded.
This is the third series of Masterchef Italia to be broadcast and will be judged by Masterchef US Chef Joe Bastianich, Chef Carlo Cracco and Chef Bruno Barbieri. British celebrity chef Heston Blumenthal uses ABP’s Irish Hereford Prime beef at his awarding winning Crown restaurant.