EBLEX ‘Festival of Lamb’ set to drive quality lamb sales

EBLEX ‘Festival of Lamb’ set to drive quality lamb sales

With an abundance of good quality lamb currently available, thanks to favourable weather conditions throughout the lambing season, EBLEX is aiming to help retailers and caterers make the most of the opportunity with a ‘Festival of Lamb’ this autumn.

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Mike Whittemore, head of trade marketing for EBLEX, said: “The ‘Festival of Lamb’ is a cross-sector marketing campaign developed to boost consumer demand for lamb, at a time when it is widely available and exceptionally good quality.”

Consumer demand for quality assured lamb is set to be at an all-time high as a result.

Spearheaded by a national TV advertising campaign airing on ITV during September and October, EBLEX has also developed support material for retailers and caterers to help them promote their lamb ranges in-store and on menus.

The television advertisement will promote lamb and beef mini roasts, such as the Leg Noisette Joint (EBLEX Code: Leg L014) and Lamb Rib Eye Joint (EBLEX Code: Forequarter L031) as the ideal midweek meal solution and encourage shoppers to look for either the Red Tractor or the Quality Standard Mark (QSM) logos while out shopping.

On-pack labels with serving suggestions have been developed for multiple retailers to use to promote quality assured lamb to customers.

Independent retailers who are members of the QSM Scheme and have registered to receive marketing support from EBLEX will receive a point-of-sale (POS) kit during week commencing 8 September, to help them promote QSM lamb in-store.

Foodservice operators can benefit from the ‘Lamb Specials’ brochure which features a whole host of recipe ideas with cutting specifications, providing inspiration for a range of lamb based dishes to add to menus.

EBLEX has also launched ‘LambSoc’, a campaign to encourage 18-24 year old consumers to consider lamb as part of their cooking repertoire. LambSoc aims to create an online community, harnessing Simply Beef & Lamb’s Facebook and YouTube channels, promoting lamb as an adventurous meat.

Mike Whittemore, head of trade marketing for EBLEX, said: “The ‘Festival of Lamb’ is a cross-sector marketing campaign developed to boost consumer demand for lamb, at a time when it is widely available and exceptionally good quality.

“Sourcing Quality Standard Mark lamb provides retailers and caterers with a guarantee of food safety, animal welfare and care for the environment. It also addresses consumer concerns about eating quality, as factors such as succulence, tenderness and product consistency are all encompassed by the QSM Scheme.”

For further information about the ‘Festival of Lamb’ or the QSM Scheme, visit www.eblextrade.co.uk, or call the Hotline on 0845 491 8787.

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