Autumn promotional push for lamb

The first phase of a renewed promotional push to increase consumption of Autumn lamb started last weekend when over a million copies of a brand new Quality Standard lamb recipe booklet were distributed to consumers.

The Autumn Lamb campaign, which is being delivered by the English Beef and Lamb Executive (EBLEX) will eventually see three million copies of the booklet, fronted by BBC2's Urban Chef Oliver Rowe circulated in the next couple of weeks.

The Campaign, which aims to boost lamb sales during the current export ban, will also see radio competitions, 800 Quality Standard lamb posters on sites across the country, on-pack retail lamb promotions and a new press advertising campaign.

John Cross, Eblex chairman said: "Over 30% of lamb in this country is exported, and with the current export ban in place these animals have to find a place on the home market. With that in mind, Eblex has now redoubled its efforts to promote Autumn Lamb as a quick, easy and delicious meal ingredient, and we are delighted that Oliver Rowe is backing our campaign."

Eblex is calling on producers to play their part by distributing the Autumn Lamb recipe booklet in their local town, city, at farmers' markets, food fairs and other suitable events over the next few weeks.

It is also offering 100 free copies of the booklet to levy payers who email their contact and address details to mailto:georgee@eblex.org.uk before Friday 26 October.

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