Nicola Dodds, communications and marketing manager with Eblex, provided an insight into the consumer’s view of lamb and how this understanding could be used to increase the amount of lamb meat bought in England.
“Lamb is the highest priced form of protein and as household budgets have tightened we have seen a fall in sales,” she said.
Mrs Dodds described the main shifts in food preferences. “Most people have a repertoire of four dishes per week. Within the weekly list of meals, there has been a shift to ‘one pot’ meals such as pasta and research shows younger people love spices. We need to be mindful of this when we promote lamb to different audiences.”
She added targeting the mass and inexperienced cooks in the younger age groups is the priority for Eblex. However she also said future lamb promotions must be underpinned by high quality carcase production.
“Consistency in terms of product and pricing is central to our campaign. It is vital customers have a good experience every time they buy lamb so the product must be right.”
Bakewell was the venue for this year’s NSA central region winter fair and the wintry weather did not deter visitors from enjoying the varied programme on offer. Chloe Palmer reports.