Bid to boost autumn lamb consumption; farming.THE first phase of a renewed promotional push to increase consumption of autumn lamb has started, with the distribution of over a million copies of a brand new Quality Standard lamb recipe booklet. The Autumn Lamb campaign, which is being delivered by the English Beef and Lamb Executive The English Beef and Lamb Executive (EBLEX) is part of the United Kingdom Meat and Livestock Commission and promotes assured quality beef and lamb. It defines its role as being "to contribute to the long-term profitability and sustainability of the English beef and lamb industries , will eventually see three million copies of the booklet, fronted by BBC BBC in full British Broadcasting Corp. Publicly financed broadcasting system in Britain. A private company at its founding in 1922, it was replaced by a public corporation under royal charter in 1927. 2's Urban Chef Oliver Rowe, circulated in the next couple of weeks. The campaign, which aims to boost lamb sales during the current export ban, will also see radio competitions, 800 Quality Standard lamb posters on sites across the country, on-pack retail lamb promotions and a new press advertising campaign. John Cross, Eblex chairman, said: "Over 30% of lamb in this country is exported, and with the current export ban in place these animals have to find a place on the home market. "With that in mind, Eblex has now redoubled re·dou·ble v. re·dou·bled, re·dou·bling, re·dou·bles v.tr. 1. To double. 2. To repeat. 3. Games To double the doubling bid of (an opponent) in bridge. v. its efforts to promote Autumn Lamb as a quick, easy and delicious meal ingredient, and we are delighted that Oliver Rowe is backing our campaign." Eblex is calling on producers to help distribute the Autumn Lamb recipe booklet. |
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