Online tactics to tackle faltering popularity of homebred lamb

WITH lamb consumption falling, more must be done to build British lamb’s domestic market, the leader of the National Sheep Association said, ahead of a new campaign targeted at shoppers.
Picture: Lynne Cameron/PA WirePicture: Lynne Cameron/PA Wire
Picture: Lynne Cameron/PA Wire

The organisation is preparing to team up with a campaigning farmer who has taken to Twitter and Facebook to launch a new late-season promotional campaign, ‘British Lamb Week’. Using the #LoveBritishLamb hashtag it aims to share messages to convince shoppers to opt for lamb at the supermarket shelves.

Cumbrian sheep farmer Rachel Lumley is behind the social media venture and her week-long campaign will run between September 1-7. To press home her message, she has sought the help of the NSA.

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Phil Stocker, the Association’s chief executive, said: “When Rachel contacted us and asked us to be involved I was enthused by her ideas and determination. This campaign has been borne out of immediate need, due to recent poor lamb prices, and we should recognise that there have been late summer lamb promotions run for many years. But this year many factors have come together to depress lamb prices and, with average UK consumption falling, it is clear we must do more to build our domestic market here in the UK.

“A strategically planned Lamb Week has the potential to bring more focus to many of the existing promotional activities, and add to it by encouraging more social media activity, local and farm-based events, and media coverage. We will work with other organisations to get a co-ordinated effort off the ground this year, and then it will be a matter of regrouping and seeing if this could become a regular event.”

As well as the long-term problem of falling consumption of lamb, a trend largely attributed to its dearer price steering shoppers towards cheaper priced meats like chicken, the British lamb industry is in a tricky situation as a consequence of a weak euro against the pound and the effects this has on exports.

Much like in the dairy sector, there is also a glut of product which has forced prices down, as favourable weather conditions last year meant a strong lamb crop this year. It has left farmers receiving the lowest lamb prices for five years.

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The situation was discussed by farming union leaders and farm ministers as part of a wider summit on Monday in which it was acknowledged that urgent measures are required to address the immediate farming crisis.

As the homegrown lamb season hit its peak a month ago, the findings of a survey showed that more than a quarter - 27 per cent - of lamb displayed in the chilled aisles of major supermarkets in June was sourced from abroad.

Industry group AHDB Beef & Lamb believes the Halal market can increase the demand for homegrown lamb. It highlighted specific cuts with butchery and cooking demonstrations at the Birmingham Eid Mela this week.

Muslims consume around 20 per cent of all sheep meat sold in England, with consumption peaking around the Eid and Ramadan festivals. By 2030, the UK Muslim population is expected to rise to 5.5 million people or 8.2 per cent of the total population.

Dr Phil Hadley, AHDB Beef & Lamb head of global supply chain development, said: “The Halal market is growing and adds value to the sheep sector in particular.”

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