British beef and lamb receives new promotional campaign
Published:  10 September, 2015

AHDB Beef & Lamb has unveiled a new promotional campaign for beef and lamb cuts, due to launch next month. 

The news comes after the plans were approved by Ministers on 7 September, following a re-submission of the proposal.

“This is very welcome news for farmers and processors, coming at a time when both the beef and lamb sectors are struggling with low prices,” said acting chair for AHDB Beef & Lamb’s sector board, Gill Fine. “We have everything ready to go and can now push forward for an October launch.”

The marketing scheme is part of a three-year strategy that aims to add value to the supply chain. AHDB Beef & Lamb intends to achieve this through raising awareness for innovative new cuts as part of its 2015-2017 business plan.