Wednesday, 20 June 2012

Harnessing the power of the internet

At the weekend 335 farms across the country opened to the public as part of Open Farm Sunday, welcoming around 150,000 visitors who were keen to find out more about how their food is produced.

Open Farm Sunday is a great initiative to help people reconnect with the countryside and the food that they are eating, and it’s something EBLEX has supported since it began in 2006.

This year, to coincide with the event, we launched a new Kids’ Zone section on our consumer website – The online resource includes games, challenges and quests for children, with illustrated characters to help them learn more about beef and lamb production.

The first quest involved children completing a set of on-farm challenges on the day, and receiving a virtual ‘badge’ and a bracelet with a link to exclusive content on the website. The Kids’ Zone got off to a flying start, receiving visits from more than 1,000 people in the first weekend it was live.

Explaining the benefits of beef and lamb to consumers, and encouraging them to choose farm assured (Red Tractor or Quality Standard Mark) product, is a key part of EBLEX’s role. With incomes squeezed and consumers looking to make economies, it’s important that we do what we can to stimulate demand on the home market.

The internet has become one of our key channels for communicating with those who buy beef and lamb, and is the hub for our online consumer activity. The website has information on our current marketing campaigns, and also is the home to a great selection of beef and lamb recipes.

These days we can’t ignore the power of social media, and we have both a simply beef and lamb Facebook page and Twitter feed, which provide other ways for us to talk to consumers. In addition, apps which can be downloaded to smartphones and other mobile devices have become increasingly popular, and the EBLEX iBBQ and iFillet apps have both been very well-received by consumers, with iBBQ becoming the second most popular recipe app of 2010.

So if you’re struggling for ideas on what to cook tonight, why not pay a visit? You’ll find a wealth of beef and lamb information at your fingertips.

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