Partner Article

Lamb campaign boosts NE sales

A campaign to support North East sheep farmers by boosting demand for quality English lamb in the region has seen a rise in sales. The latest retail sales figures show a 17% increase in the North East TV region in 2007 - the equivalent of an extra £3m at retail level.

It follows the regional marketing drive by the English Beef and Lamb Executive (EBLEX) to stimulate increased demand for Quality Standard Mark domestic lamb in the wake of Foot and Mouth Disease and Bluetongue in southern England last year.

The ban on exports led to a surplus in the domestic lamb market when, normally, around 30% would be sent overseas. This then caused a fall in the prices farmers could expect to achieve.

One NorthEast invested £40,000 into the regional campaign of media adverts, recipe booklets and mobile advertising on major roads, shopping centres and towns.

Adrian Sherwood, senior rural specialist at One NorthEast, said: “Sheep farming is a key part of North East England’s agriculture sector and after the events of 2007, it remains a difficult time for these businesses. Increasing domestic demand for quality English lamb is an important way of helping raise consumer awareness of the wider economic and environmental contribution farmers make to the rural economy - so we’re delighted to see that the campaign has been so successful.”

EBLEX began a renewed promotional push for Autumn Lamb in September 2007. This campaign in North East England saw advertising carried via ad vans throughout Northumberland, Tyne and Wear, County Durham and the Tees Valley.

For more information on the wider EBLEX ‘Beefy’ and ‘Lamby’ campaign or on the Quality Standard Mark, visit www.beefyandlamby.co.uk.

This was posted in Bdaily's Members' News section by Ruth Mitchell .