Efforts to boost sales of lamb have paid off, according to QMS.
Efforts to boost sales of lamb have paid off with purchases up 20% during lockdown.
Figures from Kantar Worldpanel reveal sales of lamb across the UK were worth £139.6 million in the 12 weeks to July 12 – up 20% on the same period in 2019.
The value of sales of both lamb chops and steaks was up 25% in the three-month period, while the total number of consumers buying fresh lamb increased by 14% and there was a 46% rise in those sourcing meat from local butchers.
Quality Meat Scotland (QMS), which oversees the Scotch Lamb brand, said the figures highlighted the success of efforts to get more people buying lamb.
Lesley Cameron from QMS said: “Over the past few months we’ve focused our efforts on helping people who might not have much experience cooking lamb by providing easy to follow recipes and tips.
“With the closure of the on-trade during lockdown, we ramped up activity to help support the livelihoods of the people within the red meat supply chain.
“So this is a really positive result and one that will be welcome news to the industry as we move forward.”
