EU takes steps to promote lamb consumption
11/07/2013
Current EU regulations mean that promotional campaigns are limited to only fresh, chilled or frozen meat produced in accordance with a community or a national quality scheme, but quality schemes only cover a limited proportion of the EU’s sheep production.
Head of trade development at EBLEX (the English Beef and Lamb Executive), Peter Hardwick, said at the time of the announcement: “We very much welcome this positive move. The change recognises that sheep farming often takes place in less favoured areas of the EU, including in the UK, and that this sector needs support. It is therefore pleasing that there has finally been some recognition that the sector needs direct, generic promotion to stimulate consumption.”
He explained that there has been a steady decrease in the consumption of lamb since 2000 and said the change to the rules will help increase consumer awareness of the sustainability and quality of the product.
“This is a great opportunity to encourage lamb consumption across Europe,” he said.
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