The latest campaign to promote Scotch Lamb has had one of the biggest responses in Scottish Radio history.
Outlining how easy it is to cook with Scotch Lamb, the campaign ran recently on the Scottish Bauer Radio group stations, and was backed with a competition which collected the highest number of entries in the group’s history.
An on-farm study to gauge cattle temperament in Scottish conditions is the first step in helping farmers breed easy to handle cattle with higher quality meat.
A QMS funded project has so far has seen the behaviour of 151 cattle assessed to gauge their behavioural response when being handled. Strong flight responses are undesirable as they both risk the safety of the handler and the animal and require additional labour to control stock.
More Scots have been picking pork in the New Year, with strong growth shown in both volume and value sales.
New figures from independent research firm TNS show that in Scotland in the four weeks to 25th January 2009 there was a value increase of sales of 15% to £5 million, but volume also jumped 6% to 1,039 tonnes. This outstripped British figures, with 9% growth in value and only 2% in volume.
Scotch Lamb is tuning-in to younger consumers with the launch of a new radio campaign this month.
Picking up on a growing trend amongst young consumers towards eating lamb, the Scotch Lamb It’s Easy campaign will be broadcasting on major metropolitan radio stations and will give budding gourmets the chance to cook with Nick Nairn.
The adverts focus on just how easy Scotch Lamb is to cook and how delicious it is. Listeners also have the opportunity to win a night in a luxury hotel as well as a day at Nick Nairn’s cook school.