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.