The Agriculture and Horticulture Development Board (AHDB) campaign is aimed at helping reinforce the position of British sheep meat in its biggest export market.
According to AHDB, the ’Let’s Change Lamb’ (’Changeons l’Agneau’) campaign, in partnership with France’s National Interprofessional Association of Livestock and Meat (Interbev), has played a major role in upskilling butchers and creating focus on smaller cuts to help drive demand among younger consumers.
The campaign has delivered “impressive results” in the Hauts-de-France region and, as a result, will be broadened to cover the wider Eastern region in France.
Positive impact on sales
AHDB has supported butchers, apprentices and in-store teams in both independent shops and supermarket chains in diversifying their lamb offering, adopting innovative cuts and reducing waste in order improve profit margins. Of the professionals surveyed who took part in the training programme, 68% reported a “significant positive impact” on lamb sales, and lamb turnover increased in 35 ambassador stores across France by an average of 3.2% despite a national decline in consumption of 4%.
AHDB-supported lamb training modules in French butchery schools (CFAs) have also had positive results, and will be integrated into official butcher training curricula starting in 2026.
“The ’Changeons l’Agneau’ campaign is not just a promotional effort, it’s a long-term investment in demand, visibility, and commercial resilience.”
Lucille Brillaud, AHDB
Lucille Brillaud, AHDB marketing and communications manager, commented: “Through strategic partnerships, targeted training, and a consistent multi-channel approach, AHDB is helping to secure the future of British lamb in France – the UK’s largest export market for sheep meat.
“The ’Changeons l’Agneau’ campaign is not just a promotional effort, it’s a long-term investment in demand, visibility, and commercial resilience. It brings measurable, lasting value to levy payers, both now and into the future.
“After a successful launch in Hauts-de-France in April 2024, AHDB has extended its support for the campaign to cover the East of the country.
“At a time when French lamb production is shrinking and imports are rising, this campaign positions British lamb as the high-quality, margin-friendly, easy-to-prepare solution butchers are looking for. More than 50% of lamb consumed in France is imported. British lamb alone accounts for nearly 25% of the market, making France a strategic export destination.
“This year, market conditions have created further opportunities for world-class British sheep meat in this key market. With a growing reliance on imported lamb to meet domestic demand we will continue to build on the success of the campaign to date and help ensure quality British sheep meat thrives in the French market.”
