Lamb to benefit from EU promotion law change

Lamb will be included in the co-funded promotion of agricultural products, following five-year talks between Eblex and the EU.

The current regulations limit promotional campaigns to fresh, chilled or frozen meat that has been produced in accordance with a community or a national quality scheme.

Eblex head of trade development Peter Hardwick explained the new move as something Eblex and NFU have worked hard on “for some time”.

Pleased with the announcement, he said: “The change recognises that sheep farming often takes place in Less Favoured Areas of the EU, including in the UK, and that this sector needs support.”

Hardwick said the amended rule will provide a great opportunity to encourage lamb consumption across the Continent.

He added: “There has been a steady decrease in the consumption of lamb since 2000 and this change to the rules will help increase consumer awareness of the sustainability and quality of the product. It will stimulate demand for European lamb products, particularly in major export markets such as France, and help fight competition from New Zealand.
“Eblex already works closely with the French, Irish and other UK levy boards to promote lamb generically in the French market. We will be looking to strengthen this activity by extending it to work in other member states and in the home market.”

The legislation is due to come into force at the end of July.


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