Chance to win £1000 for lamb promotion
Published:  14 September, 2011

Eblex is offering butchers who are members of its Quality Standard scheme the chance to win £1,000 for promoting lamb cuts this Autumn.

Recent increases in lamb prices have resulted in a shift away from lamb to other meats in recent months. In a bid to boost lamb sales, Eblex has created a ‘Discover Lamb’ kit which it is sending out to members along with Quality Premium materials to promote a selection of beef cuts.

To be in with a chance of winning £1,000, butchers simply need to send Eblex a photograph of their lamb cabinet display dressed with the materials from the  kit. The prize will be awarded to the business that demonstrates the most effective use of the promotional materials and the new cut ideas provided.

Each kit includes 100 copies of the ‘Discover Lamb’ recipe book, which features recipes for the cuts which have proved most popluar during Eblex research.

EBLEX retail project manager, Mike Whittemore, said: “The lamb market has been through an extremely tough period recently with many consumers switching to other meats. It was therefore extremely important for us to investigate ways of improving lamb’s position and to enable us to introduce some new cuts to the market, to get lamb back on the nation’s plates.

“The best of the cuts from our research have made it into our special ‘Discover Lamb’ kit which will be delivered to those butchers who registered to receive the kits during September.”

Butchers who registered to receive promotional materials from EBLEX at the beginning of the year will automatically receive the Quality Premium and Discover Lamb kits this month. A further 100 kits are available to butchers who have not yet signed up. To request a copy call 0845 491 8787.

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