Lochhead launches hot autumn for Scotch Lamb

The Minister supported the launch with the message:-
“It's not often you get to do some good in such a tasty way, but in buying Scotch Lamb this month you'll be supporting Scottish farming and getting a product at its seasonal prime.

He said: “Scotland has a world-renowned reputation for high-quality produce and lamb is a shining example of that tradition. I would encourage all Scots to tuck into the best of Scotch lamb this autumn and support our home grown producers.

“Our national food and drink policy – the first-ever in Scotland – aims to ensure the freshest, finest future for Scottish produce. Our farmers help underpin our economy and by eating lamb consumers are helping support communities and jobs across rural Scotland.”

The festival of Scotch Lamb is a £200,000 campaign aimed at getting Scots to rediscover the taste and versatility of Scotch Lamb during autumn, when it is at its most succulent. The campaign will feature high-profile advertising, instore promotions and the launch of a collection of new lamb recipes.

QMS Chairman, Donald Biggar, said: “There has been a groundswell of support for Scotland's farmers as people realise the importance of ensuring a sustainable future for our food producers and strengthening national food security.

“Enjoying one of Scotland's greatest products at the best time of year for it has to be possibly one the most enjoyable steps anyone can take.

“We still only eat half as much lamb as our neighbours in England and Wales and there are still many people that were put off lamb in their childhood and have never tasted it again, so we're calling out to everyone in Scotland to go out and ask for this month's hot product, Scotch Lamb.”

The Festival of Scotch Lamb sees a major promotion by QMS aimed at encouraging more Scots to buy it and try it. Scottish consumers traditionally east less lamb than those in England and Wales but recent figures* suggest that lamb is beginning to make a comeback with a 22% rise in consumption.

Sales of Scotch Lamb increased by 26% during the first three months of the Festival last year.

*Scottish Red Meat Profile
Household consumption of lamb 2005 – 2006 in Scotland rose 22% to 1.14kgs per annum.