Morley acknowledges sheep problems

13 June 2000



Morley acknowledges sheep problems

by FWi staff

JUNIOR farm minister Elliot Morley has acknowledged that sheep farmers are suffering despite a recent rise in lamb exports.

Mr Morley was addressing a group of MPs at a special lunch to promote lamb helf by the Meat and Livestock Commission in London on Tuesday (13 June).

We know there have been problems in the sector and it is good to here there has been a pick-up in prices, he told listeners.

Lamb exports rose by 5% over the last five months, with sales of lamb cuts more than doubling in the same period, said MLC director general Gwyn Howells.

Sales of lamb cuts to Europe rose from 4% of total exports to 8% compared to last year, despite the strong Pound, he added.

The lunch was attended by more than 40MPs who were told of MLC plans to extend its Quick Lamb promotion launched in 1998.

The promotion is designed to make lamb more appealing to younger consumers. About 70% of lamb in Britain is eaten by people over 70-years-old.

Quick Lamb is presented in easy-to-cook cuts which the MLC believes is equally appealing to younger consumers in other European countries.

A television advertising campaign featuring the Harry Enfield character Tim Nice But Dim will be launched on British screens this autumn.

The advertising company behind the campaign believes that sales of lamb will increase if consumers are persuaded it is fast to prepare and easy to cook.