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Lamb retail sales boost shows promotion benefits

Lamb sales received a boost through October and November, coinciding with an AHDB marketing campaign


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Improved lamb prices over the Christmas period showed the positive impact of promotion on the UK retail market, the National Sheep Association (NSA) has said.

 

Lamb sales received a boost through October and November, with the value of sales in the 12 weeks to December 6 up 7 per cent compared to the same period last year.

 

Last week, Farmers Guardian reported the potential positive impact of a weakening pound on the UK farm sector.

 

Phil Stocker, chief executive at the NSA, welcomed this change but also pointed to improved retail sales in the UK, claiming domestic consumption had been positive over recent months.

 

An AHDB lamb campaign ran for four of the 12 weeks the figures covered.

 

Mr Stocker said: “This suggests some of the promotional work which has been done is having an impact. We must be doing something to raise awareness and getting consumers to buy lamb.”

 

He said there had been significant discussion about whether promotion benefited the UK farm industry.

 

“The figures suggest promotional work has led to some benefits,” he added.

 

Sector strategy director for AHDB Beef and Lamb, Laura Ryan, said: “While we are yet to receive full evaluation for our lamb marketing campaign, the increased lamb retail sales are extremely encouraging, especially given the tough trading conditions faced by sheep producers.

 

“As an organisation, we are committed to ensuring lamb suits modern consumer lifestyles and we have a raft of activity through the next year to further support lamb.”


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