AHDB partners with French butchers to increase lamb exports
©Tim Scrivener The AHDB is working with industry to increase the market offering of British lamb in France.
France is already by far the largest export destination for UK sheepmeat and provides a valuable market for lamb carcasses.
A “Let’s Change Lamb” campaign in France has been launched by the AHDB in partnership with the National Interprofessional Association of Livestock and Meat to encourage butchers to offer a greater number of different lamb cuts to consumers.
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It aims to help lamb reach new demographics by offering smaller cuts targeted at younger consumers, sold at butchers and major supermarket chains.
AHDB marketing and communications manager Lucille Brillaud said: “At a time when French lamb production is shrinking and imports are rising, this campaign positions British lamb as the high-quality, margin-friendly, easy-to-prepare solution butchers are looking for.”
The campaign has already got off to a promising start with some stores included in the pilot seeing sales increase by up to 25% on the year in parts of northern France, despite a 4% national decline in lamb consumption.
Wider rollout
Following this early success, the AHDB plans to roll out the campaign across other French regions.
Overall, UK sheepmeat exports have already had a strong start to the year, with volumes up by 16% during the first five months of 2025.
The French market accounted for £155m in UK fresh sheepmeat exports during this period, making up nearly 60% of total exports in this category.
“More than 50% of lamb consumed in France is imported. British lamb alone accounts for nearly 25% of the market, making France a strategic export destination,” said Ms Brillaud.
“This year, market conditions have created further opportunities for world-class British sheepmeat in this key market.”
The AHDB has also been working with the government to host inspection audits from overseas government officials and help meat processors secure export health certificates.