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Stackyard News Nov 07

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St George Branded Lamb Storms Back into France

St George is charging back into France as quality lamb makes a welcome return to supermarket shelves.

Agneau St George

Agneau St George

An in-store demonstration organised by French Field Marketing Manager Carole Rivière proved, the popularity of EBLEX's St George branded lamb has not waned.

The Auchan supermarket chain ran a highly successful two-day promotional activity in its store at Fontenay near Paris on November 15 and 16, covering a wide range of cuts from the standard whole leg to the sophisticated microwave-ready seasoned and stuffed mini roast.

The Fontenay store's lamb sales ranked fifth out of 140 supermarkets in France over the two days.

EBLEX Head of Marketing Andrew Garvey said: "The easing of export restrictions in Europe means we are now able to start the return to normal volumes of lamb exports. This enables EBLEX to focus on rolling out the practical side of our European lamb promotional campaign through in-store product tastings and other events.

"In France, EBLEX has built up the popularity of its St George branded lamb and this promotion has clearly shown that French consumers are hungry to get hold of our quality product.

"England has always been a major supplier of lamb to the French market and it is the market where the biggest shipment volumes will go over the coming weeks. The French situation is helped by the fact that alternative sources of lamb are in tight supply - so we are doubly welcome back to our strongest traditional market."

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