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Call to farmers to highlight lamb cooking resources

AHDB | AHDB Beef and Lamb

3 min read Partner content

Farmers are being urged to back a 7.7 million campaign to encourage more people to cook with lamb.

AHDB Beef Lamb is calling on producers to flag up resources on the ‘Lamb.Tasty Easy Fun’ campaign via social media channels to help to promote lamb and address the decline in consumption.

‘Lamb.Tasty Easy Fun’ – co-funded by AHDB Beef Lamb with the European Union, Interbev in France and Bord Bia, in Ireland – will promote lamb over the next three years. The website features an array of recipes and information on cuts, including suggestions on which ones are best suited to specific recipes. It also features specific details on cooking times and the style of cooking, including barbecuing, oven cooking and frying, highlighting lamb’s versatility in the kitchen.

The campaign aims to increase consumer awareness of the importance of European lamb production, increase consumer awareness of lamb as a versatile daily-use meat and raise the likelihood of purchases by five per cent among consumers.

Lamb production’s role in maintaining the landscape, protecting the environment and maintaining biodiversity is also highlighted.

Nick Allen, AHDB Beef Lamb sector director, said: “Lamb is an incredibly versatile protein to cook with and there are many resources that consumers can access for some innovative ideas, not least on the ‘Lamb.Tasty Easy Fun’ website.

“We are all aware of the current pressure on lamb prices and AHDB Beef Lamb is continuing to work on a strategic promotional campaign to help stimulate demand. In addition, I would call on all producers to get behind the co-promotion campaign and share these resources via social media channels such as Twitter and Facebook to help reach as many consumers as we possibly can. This will help amplify its impact.

“Ultimately, our common goal is to stimulate demand for sheep meat. Adopting this joined up approach will help us reach more consumers and help address declining lamb consumption.”

The ‘Lamb.Tasty Easy Fun’ campaign launched in June and is looking to inspire behavioural change among consumers, using multiple channels to drive awareness of lamb cuts and how best to cook everyday meals with them.

Two 15-second adverts are due to be shown on YouTube from August 24 to September 20, while the print advertising campaign will begin in the week commencing August 24. Full colour page adverts will appear in women’s magazines, weekend newspaper supplements and monthly food magazines, highlighting lamb as a quick and easy meal solution for everyday meals. Digital adverts will also be placed in online food environments from August 24 to September 30.

Further information can be found by visiting www.tastyeasylamb.co.uk.

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