The first phase of a renewed promotional push to increase consumption
of Autumn lamb started last weekend when over a million copies
of a brand new Quality Standard lamb recipe booklet were distributed
The Autumn Lamb campaign
The Autumn Lamb campaign, which is being delivered by the English
Beef and Lamb Executive (EBLEX) will eventually see three million
copies of the booklet, fronted by BBC2's Urban Chef Oliver Rowe
circulated in the next couple of weeks.
The Campaign, which aims to boost lamb sales during the current
export ban, will also see radio competitions, 800 Quality Standard
lamb posters on sites across the country, on-pack retail lamb
promotions and a new press advertising campaign.
John Cross, EBLEX Chairman said: "Over 30% of lamb in this
country is exported, and with the current export ban in place these
animals have to find a place on the home market. With that in mind,
EBLEX has now redoubled its efforts to promote Autumn Lamb as a
quick, easy and delicious meal ingredient, and we are delighted
that Oliver Rowe is backing our campaign."
EBLEX is calling on producers to play their part by distributing
the Autumn Lamb recipe booklet in their local town, city, at
farmers' markets, food fairs and other suitable events over the
next few weeks.
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