A CAMPAIGN to support North East sheep farmers by boosting demand for quality English lamb in the region has seen a rise in sales – with the help of a £40,000 investment by One NorthEast.
The latest retail sales figures show a 17% increase in the North East TV region in 2007 – the equivalent of an extra £3m at retail level.
It follows the regional marketing drive by the English Beef and Lamb Executive (EBLEX) to stimulate increased demand for Quality Standard Mark domestic lamb in the wake of Foot and Mouth Disease and Bluetongue in southern England last year.
The ban on exports led to a surplus in the domestic lamb market when, normally, around 30% would be sent overseas. This, in turn, caused a fall in the prices farmers could expect to achieve.
One NorthEast invested £40,000 of Single Programme funding into the regional campaign of media adverts, recipe booklets and mobile advertising on major roads, shopping centres and towns, which used iconic images to make consumers in North East England more aware of Quality Standard Mark English Lamb. The regional support was part of the nationwide campaign which uses the famous 'Beefy' and 'Lamby' characters – based on England cricket legends Ian Botham and Allan Lamb.
Adrian Sherwood, senior rural specialist at One NorthEast, said: "Sheep farming is a key part of North East England's agriculture sector and after the events of 2007, it remains a difficult time for these businesses. Increasing domestic demand for quality English lamb is an important way of helping raise consumer awareness of the wider economic and environmental contribution farmers make to the rural economy - so we're delighted to see that the campaign has been so successful.
"Of course, driving up sales is also a positive result for lamb retailers, so this will be welcomed throughout the supply chain."
Steve Powdrill, North East Regional Manager of the English Beef and Lamb Executive, said: "One NorthEast should be commended for supporting sheep farmers in this way. The funding was especially welcome at a time when the sheep industry was facing one of its worst market crises since the 2001 Foot and Mouth outbreak."
EBLEX began a renewed promotional push for Autumn Lamb in September 2007, backed by celebrity chef Oliver Rowe from BBC2's Urban Chef series. This campaign in North East England saw high-impact advertising carried via ad vans throughout Northumberland, Tyne and Wear, County Durham and the Tees Valley.
