Tucking in to tasty lamb with Emblex

THE tempting tastes of traditional lamb recipes will come under the spotlight as EBLEX (The English Beef and Lamb Executive) launches its autumn "Tuck In" campaign.

As lamb supplies rise towards their seasonal peak consumers will be reminded of its succulent flavours in a recipe booklet containing both traditional and new ideas for hearty meals.

The campaign also encompasses promotional kits for butchers, information on recipes being sent to national newspaper food writers and women's magazines and magazine advertising.

Ready Steady Cook chef James Martin is lending his help to the campaign with a series of regional radio interviews and regional chefs will be talking to press and radio about lamb.

Work to get favourite lamb dishes on to restaurant, hotel and pub menus is also being done with a wide range of caterers.

Andrew Garvey, EBLEX Marketing Manager, said: "There is a always something special about the taste of our lamb at this time of the year and we will be doing all we can to encourage consumers to choose it.

"EBLEX also aims to increase the appeal of lamb among younger customers with quickly and easily prepared cuts for those in a hurry.

For further information on the Tuck-In campaigns along with the range of work being done by EBLEX, as well as up-to-date market prices go to: www.eblex.org.uk .