‘Let’s Change Lamb’ campaign helps drive demand in France
The Agriculture and Horticulture Development Board (AHDB) has announced it will be participating in a French promotional campaign to drive demand for lamb among younger consumers.
France is the UK’s largest market for lamb with exports of sheep meat to France from the UK in 2023 increasing by 23% in value on the year to £292 million and 23% in volume 45,000 tonnes.
AHDB has partnered with Interbev – the National Interprofessional of Livestock and Meat in France – to deliver the ‘Let’s Change Lamb’ campaign in Hauts de France. The campaign aims to upskill butchers and focus on smaller cuts to help drive demand among younger French consumers and will provide AHDB’s team in France with the ideal platform to further promote English lamb in a key market.
A series of events will be held in the region over the next year, including seminars on how to maximise carcase value and adopting innovative merchandising techniques, as well as education on seam butchery to help improve yield.
Around 50 butchers in Hauts de France sell St George-branded English lamb, a region which is also home to some major importers of English lamb.
Lucille Brillaud, AHDB France marketing and communication manager, said: “France imports more than 50% of lamb consumed in the country. It is also the UK’s biggest export market for lamb. The UK is therefore a critical supplier to the French market.”
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