Subscribe Login
DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
Fresh Produce

EU Launches New Lamb Promotion Campaign

By Publications Checkout
Share this article
EU Launches New Lamb Promotion Campaign

The EU is to half-fund a pan-European initiative to promote lamb – an FMCG regarded as somewhat out of favour among Europe’s younger shoppers, LSA reports.

The campaign will emphasise the quality of the meat from its best-regarded and most-prolific producers – Ireland, the UK and France, LSA reports.

Maurice Huet, president of Interprofessional Bétail & Viande (the body which represents France’s meat sector), remarked that the €6 million campaign’s objective is to “win back young consumers, but also to remind the general public of the importance of Europe in the global sheep-breeding market.” Europe is, after China, the biggest lamb-producing continent in the world.

It is hoped that the operation will boost lamb sales particularly in Germany, Denmark and Belgium – three EU member states which consume relatively little of the food.

It has been announced that the French title of the campaign will be L’Agneau. Si Simple Si Bon (“Lamb. So Simple, So Good”).

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly.

ADVERTISEMENT
Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.