AHDB urges foodservice to try the lamb

Foodservice operators are being encouraged to embrace lamb through a new AHDB Beef & Lamb digital campaign. 

The campaign aims to build a digital community of foodservice operators, providing them with inspiration for their lamb menu offerings, via recipes and information on various cuts.

The new content will be shared with chefs and caterers through a comprehensive social media campaign, which will see the launch of two new digital channels – Discover Lamb on Instagram and Twitter.

The social media pages will be accompanied by the launch of a new hashtag #TryTheLamb, to unite the platforms, engage consumers who are eating lamb out of home and make it easy for those looking for lamb menu inspiration.

The foodservice-focused activity will run as part of the wider ‘Discover Lamb’ campaign, which looks to reignite consumers’ passion of cooking with lamb and aims to reposition it as a tasty and versatile product.

Hugh Judd, foodservice project manager at AHDB Beef & Lamb, said: “Social media is big news for the foodservice sector at the moment. A number of the chefs and caterers that I meet are telling me how they are using it, especially Instagram, to see what the trends are out there and what potential new ideas they can use and develop for their own specific offerings.

“This is why we’ve developed our own channels. We hope to be able to reach and engage with this audience on a more regular basis and provide them with access to our vast resources, which includes food knowledge, butchery expertise, and promotional tools.

“Also we couldn’t ignore the power of the hashtag when it comes to social media. We researched which hashtags are frequently used by chefs, NPD teams and caterers to ensure our output is relevant and engaging, but we’ve also taken that one step further and developed our own hashtag, specific to lamb and the trade. I hope everyone, both the industry and consumers, will #TryTheLamb.”

AHDB trade marketing executive Martin Eccles added that the industry needed to innovate to make the most of lamb. “We need to adopt different butchery methods and see beyond the lamb chop. There are generations of people who haven’t had lamb so we need to make it more accessible to the general consumer and includes coming up with new cuts and reducing the cooking time to less than 30 minutes.”

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