A three-year campaign to promote lambs as a healthy, versatile and nutritious protein across England, Ireland and France has secured €10m (£8.8m) of EU funding.
Aiming to boost lamb consumption, the campaign will require a €1m funding investment to secure the €10m.
This follows the €7.7m Tasty, Easy, Fun campaign which was run by the AHDB in England, Interbev in France and Bord Bia across six EU countries, launched in 2015.
AHDB Beef & Lamb Board Chair Adam Quinney said: “Our shared commitment and efforts to tackle the decline in consumption in this sector meant we secured a €10m deal, with an investment of only €1m. This is great news – and great value – for our producers.
“It emphasises the great results that can be achieved working closely with our European partners. Brexit or not, our industry lives on and we need to look for innovative and valuable partnership arrangements to continue to leverage funds to promote lamb as a healthy, versatile and nutritious protein.”