Scotch Lamb campaign receives celebrity backing

Masterchef presenter Gregg Wallace has urged consumers to support Scotch Lamb PGI and to take advantage of the simplicity with which it can be cooked.

Speaking at the launch of Quality Meat Scotland’s (QMS) campaign to raise awareness for locally-produced lamb, he said: “Lamb has always been my personal favourite and there is real potential for lots more of us to be making the most of this natural, easy-to-cook product, which is bursting with flavour and such a great ingredient for a whole range of quick, tasty dishes.”

During a visit to Scotland that was hosted by QMS, Wallace had the opportunity to meet with local farmers, butchers and chefs to deepen his knowledge on Scotch Lamb.

His visit coincided with the launch of the 2015 campaign by QMS to boost the profile of Scotch Lamb PGI.

The marketing campaign will aim on encouraging customers to understand the versatility and the ease and speed in which it can be cooked. To catch the public’s attention, the marketing campaign will utilise billboards, advertise on the press and radio and will involve online and in-store activity.

“This year’s campaign is very much building on last year’s recipe for success,” said Suzie Carlaw, QMS marketing controller. “It was not only those who are lamb-eaters who bought more lamb during the campaign period, but also new consumers who don’t usually buy lamb even once a year.”

During his visit, Wallace met with Perthshire sheep farmer John Ritchie, who along with his wife Alix and parents George and Karen, run a 750-acre farm with 650 ewes. Over recent years, the family have gradually been increasing the size of their flock and plan on having a 750-strong flock in three years’ time.

“We take a real pride in what we do and we are positive about the future,” explained Ritchie. “Our intention is very much to continue to build our flock.

“We see EID [electronic identification] as a real opportunity for the future and we’d like to invest in some new automatic drafting and weighing equipment going forward. Our aim is to keep our costs low by being as efficient as we can to profitability produce top-quality lambs which meet processors’ specifications for weight and grade.”

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