Public tucks into lamb

LAMB SALES rose 9% in the first six months of this year, reflecting the success of the English Beef and Lamb Executive (EBLEX) “Tuck in” campaign, according to the Meat and Livestock Commission.

Easy-to-prepare cuts, such as chops and steaks, climbed 21% and 17% respectively. Roasting shoulder joints were up 10%, as was lamb used in ready-meals.

David Croston, EBLEX chief executive, said: “People do love lamb and I believe the work EBLEX has done with its Tuck-in campaign has helped remind people just how tasty it is.

“Although it has only been quite a small investment, it has built on the previous work of MLC first on ‘Quick Lamb‘ cuts, then using Harry Enfield‘s Tim Nice but Dim character to give lamb a high profile among younger English consumers.”