EBLEX – the organisation for beef and lamb levy payers in England – together with Bord Bia and Interbev, secured 50% financial support for the campaign from Europe.
It will aim to prevent the decline in sheep meat consumption and production, amounting to about 25% since 2000.
The partners petitioned the EU Commission to include sheep meat as an eligible product for support under the EU promotion of agricultural products legislation and started working on a joint Member States promotion programme as soon as the legislation was amended.
The three-year programme will see an annual investment of €1.5M (£1.19m) from EBLEX, Bord Bia and Interbev matched by the EU, across England, Ireland, France, Belgium, Germany and Denmark – target markets identified as having significant potential.
Nick Allen, sector director for EBLEX, said it was fantastic news for sheep meat producers.
‘Achieve more together’
“Major European sheep meat producing countries have a shared interest in working together to tackle the decline in sheep meat consumption,” he said. “We can achieve more together and this agreement from the EU is testament to that.
“With the EU matching our investment, it means we can punch above our weight and reach more consumers with the work we do, with the overall aim of stimulating demand for sheep meat.
“If we can raise demand across the category, it is good for all concerned.”
The new campaign will target the 25 to 45-year-old age group and include online communications, work with food bloggers and journalists, in-store merchandising, incentives for butchers and print advertising.