Easter trading

Scotland

Ice cream and beef from Scotland will be promoted at Easter by a road show visiting Tesco stores in England.

Quality Meat Scotland (QMS) has organised tastings for 50,000 samples of Mackie's ice-cream and 50,000 samples of beef which will be handed out to shoppers

QMS also has its first Easter promotion for all GB members of the Scotch Butchers Club. The 400 members many of whom are south of border are getting beef and lamb posters and recipe leaflets with information on cooking times. Laying the ground for the Easter sales drive has been a million pound TV campaign for Scotch beef of which 70 per cent is sold in England.

In Scotland it has been pork promoted on radio with sampling road shows which has increased sales at retail level up to 60 per cent, says QMS

Spring push - Sofresh campaign

Wales

Hybu Cig Cymru (HCC) centres promotion on 'spring' more than Easter since Welsh Spring Lamb is an important seasonal product. HCC special feature. HCC says it hassent out to all retailers in Wales a new promotional kit for Welsh Lamb and Welsh Beef. The kit ,being sent out to run till 6 April, has spring recipes which are "light, fresh and quick and easy to prepare".

The kit also includes posters and window friezes. The recipe leaflet is emphasises the environmental background promoting the natural production of Welsh Lamb and Welsh Beef and versatility of both. This includes recipes such as Warm Lamb Bean & Tomato Salad and Oriental Beef with Noodles. The kit is part of a series of event-based promotion for Welsh Lamb and Welsh Beef. As well as the welcoming of spring, HCC producdes promotional kits for St David's Day, Sausage Week, Autumn and BBQ themed activities.

Romancing the lamb

New romance and new home with new mother are among the themes featured in the New Zealand Lamb advertising campaign for Easter. Extensive advertising on national television and in the women's magazines includes ads suggesting that lamb does not take long to prepare and cook with one ad featuring a mother to be and recipe for Lambs leg steaks in an orange and ginger stir fry. The New Romance version of the ad offers lamb as the "food of love" and features Lambs rack or cutlets cooked in Sauvignon Blanc wine with thyme mint double cream and olives served with green beans and garlic mash.

The campaign which has been running since January continues with the base message that New Zealand is not just for Sunday roasts and is quick and easy to prepare a cook.

That classic English spread Marmite or in New Zealand - Vegimite- is included in the "Ultimate Lamb Sam" promotion. Kiwi chef Peter Gordon is in a video on the website showing how to fry lamb steaks with olive oil or butter then put into to and Italian ciabatta sandwich which has the lower half spread with Marmite and the upper slice with wholegrain mustard Mr Gordon demonstrates how to use the palm, base of the thumb and the bottom of the hand to judge the tenderness of the cooked lamb.

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