The reduced supply of lamb, linked with the lack of innovation in new cuts, has seen lamb become a “premium meat” over the past 18 months, said Eblex. However, good numbers of lamb are now flowing through the supply chain and Eblex has said it is now up to the retail and foodservice industries to put lamb back on the nation’s plates.
To help bring lamb back into the spotlight, Eblex recently launched a three-year ‘Discover Lamb’ campaign, which aims to “reposition lamb as an affordable and versatile meat that families can enjoy throughout the week”. The campaign has also focused on delivering better-value cuts with greater consistency, along with recipe ideas and cooking tips. In-store promotions and a consumer PR campaign have all been pushed towards boosting lamb sales.
TV presenter Ben Shephard and former politician Edwina Currie have been drafted in to help with the campaign. The two will tour the country, stopping at youth organisations and community centres in an attempt to get younger people cooking. Each celebrity has a signature-dish and, said Eblex, “They are aiming to gain the biggest following for their dish by encouraging people to vote for their favourite via the campaign website www.5by25.com and by spreading the word through Facebook and Twitter.”
Eblex trade team marketing manager Mike Whittemore highlighted the fact that the domestic lamb sector had gone through a tough period. Whittemore said: “As new-season lamb becomes more widely available, it will begin to appeal more to price-conscious consumers. However, there is still some work to do. While price is a driver for many consumers, they are also motivated by their perception of a product and their knowledge of what to do with it.”