Wednesday, 19 September 2012

Sun shines on EBLEX lamb campaign

After a summer to forget weather-wise, the sun finally made an appearance to shine on the launch of our campaign to help get lamb back on the menu in foodservice establishments.

Last week saw the Five Star Lamb Tour kick-off on Romney Marsh ahead of a tour around the country, with the emphasis on education and fun. The tour will ultimately stop at Quality Standard Mark approved farms around England, specifically selected for their different breeds, terrain and unique characteristics. All locations will enable attendees to see for themselves farming methods and practices behind the scheme standards.

There’s no doubt that consumers continue to love lamb for its flavour, but it is still considered by some to be fatty, wasteful and not representing value for money. Coupled with reduced supply leading to higher prices, lamb has been positioned as a premium meat.

So, there’s no point just telling foodservice establishments to put lamb back on the menu. The importance lies in showing them what they’re missing and how versatile lamb can be.  A fantastic turn out for the launch event saw guests enjoy a farm walk around Becket Farm, highlighting land which featured in EBLEX’s Landscapes without Livestock project. It underlined why grazing the land is so important in retaining its unique characteristics. After setting the scene with a presentation on lamb selection and classification, a cutting demonstration showcased different cuts to improve carcase balance while ensuring delivery of maximum value back to the producer.

Rounding off the day, guests were invited to take part in a DIY barbecue lunch, cooking and sampling the featured cuts for themselves. Some of the photos from the launch event can be viewed by clicking on the link

With latest figures showing a fall of 2.9 per cent in the volume of lamb sales for the year to August 5, we still have some work to do. However, the work has begun in earnest in giving lamb a push and providing an excellent opportunity to bring the supply chain together, creating discussion and help them better understand the needs of each sector.

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