EU funds leveraged for €10 million lamb promotion

EU funds leveraged for €10 million lamb promotion

AHDB has announced a €10 million campaign to boost lamb consumption over the next three years, after it successfully bid for European money.

(L-R) Peter Hardwick, head of exports at AHDB, Irish Prime Minister Leo Varadkar and AHDB Beef and Lamb board chair Adam Quinney.

The campaign is a joint venture between France, England and Ireland, with the funding meaning that AHDB has secured a €10 million campaign for a €1 million investment to support the lamb sector.

The new funding was revealed on 23rd October in Paris by the Irish Prime Minister Leo Varadkar, chairman Maurice Huet from Interbev, and AHDB Beef and Lamb board chair Adam Quinney.

Quinney commented: “Our shared commitment and efforts to tackle the decline in consumption in this sector meant we secured a €10m deal, with an investment of only €1m. This is great news – and great value – for our producers.”

“It emphasises the great results that can be achieved working closely with our European partners. Brexit or not, our industry lives on and we need to look for innovative and valuable partnership arrangements to continue to leverage funds to promote lamb as a healthy, versatile and nutritious protein.”

It follows the Tasty Easy Fun lamb campaign, jointly co-funded by the EU to the tune of €7.7 million; run by AHDB in England, Interbev in France, and Bord Bia in Ireland, across six European countries.

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