Eat Beef At Home

Americans will know the phrase, “Beef.  It’s what’s for dinner”, the advertising slogan and campaign aimed to promote the benefits of incorporating beef into a healthy diet.  Don’t worry, I’m not here to wax lyrically about the health benefits of the cow.  I’m just here to tell you how good it can taste.  And that you don’t need to go out to a restaurant to have it taste that good.

In fact, I am here to campaign against going out for beef full stop.  Yes I said it – Eat Beef At Home or #EatBeefAtHome (should we get that trending?).  You see for all the Hawksmoors and Goodmans of the world, beef is never quite as good as when you cook it yourself.

The reason why is obvious.  We all like our meat cooked a certain way.  If you told me to heat your house to your favourite temperature, would I know instinctively what that temperature was or be able to just guess the right degree setting for you?  Of course not. So why should anyone else know how to cook your beef to your taste as well as you can?

They can’t.  And you shouldn’t expect them to.  What you should do is #EatBeefAtHome and that means to cook it at home as well.  It’s a fraud to give you a recipe for how to cook beef because all I am really doing is giving you guidelines to cooking my perfect beef.  But that’s all I can do.  I am giving you these guidelines in the hopes that you will then adapt them to suit your tastes.  And then hopefully you will spread my message further.

I don’t want Hawksmoor or Goodman or any other beef place for that matter to close down.  I just want you to know that you can pay a whole lot less for something a whole lot better if you just do it yourself.  Then maybe those restaurants will up their game and lower their prices so we all like them just a little bit more.  I strongly believe that one day, we can and will live in a world where home beef-eaters and restaurant beef-eaters coexist happily.

Until that day – #EatBeefAtHome.

The Do It Yourself Rib Of Beef That Tastes Better Because You, Ahem, Did It Yourself

Serves 6


2kg rib of beef

1 head of garlic, broken into cloves

5 sprigs of rosemary



Olive oil

A knob of butter


Preheat the oven to 240c or 475f

Take the beef out of the fridge 30 minutes before you want to cook it

Place a roasting tray in the oven to get nice and hot

In a pestle and mortar, smash all the garlic cloves and the rosemary with a pinch of sea salt and a big splash of olive oil, then rub the mixture all over the beef

Put the beef on to the hot roasting tray and place in the oven, roasting for around 40 minutes (if you like it as rare as I do.  If you don’t, leave it in longer), basting occasionally with the juices from the tray

After 40 minutes has passed, turn the temperature down to 190c or 375f and cook the beef for no more than a further 5 minutes, just to get a nice golden brown colour on the outside

Transfer it to a chopping board, dot the knob of butter on top, cover with foil and leave to rest for about 20 minutes or even longer if you can
Serve the beef however you see fit (remember this is why you’re doing it yourself), but there ain’t nothing wrong with a proper roast – plenty of roast potatoes, Yorkshire puddings, green veg and, of course, buckets of gravy, for good measure

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