It's British Beef Week and the industry is on the offensive to persuade people to support local farmers, while battling customers' concerns about where meat is coming from.
But it's not all serious, because a new internet craze is sweeping the agricultural community, where farmers take snaps of themselves with their animals.
ITV's Gareth Owen reports on how the 'beefie' has taken on a new dimension:
We've also been asking some of the many farmers in our region to send in their snaps. Here's a selection: