A campaign to get more Scots to eat local lamb has been launched in Scotland. The market push comes in the form of a £250,000 project that encourages locals to think of Scottish lamb as the best available.
The campaign aims to convince a new generation of consumers about the value of local meat products, lamb in particular. It is the highest priced campaign yet for domestic lamb sales in Scotland, which is one of New Zealand’s largest sheep-meat markets.
The lamb campaign is running simultaneously with a Scottish meat promotion promoting local beef, lamb and pork, worth another £200,000.
Currently fresh Scottish lamb is gaining share on the domestic market, with sales up 23% in volume on the same period in 2009.
A feature of both promotions is the use of celebrity chefs to popularise the high quality expectations of Scots-raised meat.
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