Wednesday, 18 July 2018

Top London chef talks about the importance of the link between food and farming


Gemma Pamment, AHDB Marcomms Executive (Beef & Lamb) attended a filming day that was part of the Quality Standard Mark’s (QSM) ‘Off the block series’ of chef films. She went to see how the series of short films is helping to promote the QSM to the foodservice industry.

Part of my role at AHDB is to work with Karl Pendlebury, QSM Senior manager, to plan how we can promote QSM activity to our range of stakeholders. The ‘off the block' series of short films was born from an idea that was started in America. The American Pork industry wanted to showcase top chefs’ skills and knowledge to foodservice businesses so created a series of films called ‘Pork Uncut’. Karl saw these had gained popularity across social media and believed we could create our own suite of films to inspire chefs and future generations of chefs to cook with QSM beef and lamb in the UK.

Last week, the AHDB digital team and Karl went to London to film three chefs: Jesse Dunford Wood and Dipna Anand in central London and Dominic Chapman, who’s based in Berkshire. All added their own unique style and personality to the film, but all shared the same message: the importance of provenance, not only for them as chef but also to communicate the story of the dish to the consumer.

I attended the filming day on 11 July, where we met Jesse Dunford Wood, chef and owner of Parlour in Regent Street. It was refreshing to see that he was so passionate about provenance, understanding the raw ingredients and the quality of food he serve to his customers. 




He created three beef and lamb dishes; steak tartare, cow pie and rolled lamb breast. All ingredients were locally-sourced and Jesse spoke with enthusiasm about how, as a chef, he has a responsibility for ensuring his customers not only have an enjoyable time at his restaurant but also appreciate the quality of the food. He made the point around how important it is for chefs to pass on essential skills such as being able to identify where certain cuts are from and being able utilise a whole carcase.

I was fortunate enough to be able to sample some of his creations – and they certainly did not disappoint. The dishes were all packed with flavour and looked stunning. Jesse really did an amazing job highlighting the full potential of QSM beef and lamb and utilising the cuts from the whole carcase. 


There are plans to film with more chefs across the country. The films demonstrate the passion and excitement the chefs have for food and the importance of ensuring that the beef and lamb they source is of top quality. The main message I took away from the filming was that it is very important for chefs to have that appreciation of farming and understand the story from farm to fork.

The short films will be added to the QSM website in coming weeks. Stay connected to our Twitter and Facebook pages for more updates.