New campaign addresses decline in lamb consumption
New campaign addresses decline in lamb consumption
AHDB Beef and Lamb’s new Lamb. Tasty Easy Fun campaign is urging more people to cook with the meat as it addresses the decline in consumption.
Nick Allen, AHDB Beef and Lamb sector director hopes the campaign will stimulate demand for lamb.
The €7.7 million campaign, co-funded by AHDB Beef and Lamb with the European Union, Interbev in France and Bord Bia in Ireland, aims to increase consumer awareness of the importance of European lamb production, increase consumer awareness of lamb as a versatile daily-use meat and raise the likelihood of purchases by 5% among consumers.
The website features recipes, information on cuts, details of cooking times as well as highlighting lamb’s versatility in the kitchen.
Nick Allen, AHDB Beef and Lamb sector director, said: “We are all aware of the current pressure on lamb prices and AHDB Beef and Lamb is continuing to work on a strategic promotional campaign to help stimulate demand.
“In addition, I would call on all producers to get behind the co-promotion campaign and share these resources via social media channels such as Twitter and Facebook to help reach as many consumers as we possibly can. This will help amplify its impact.”
For more information visit www.tastyeasylamb.co.uk.
