QMS to serve up Love Lamb Week

Quality Meat Scotland (QMS) has lots in store for Love Lamb Week which is part of QMS’s ongoing campaign to promote the quality and versatility of Scotch Lamb.

All those involved in the lamb supply chain have been encouraged to support the campaign.

Celebrity chefs, including Jak O’Donnell and Jean Christophe Novelli, will be demonstrating lamb dishes at the Dundee Food and Flower Festival this weekend.

The festival will also see local chefs supporting the campaign including Master Chef: The Professionals winner Jamie Scott.

Scottish retailers are also getting involved by hosting 36 in-store promotional events throughout the campaign week.

QMS’s continuous work to promote Scotch Lamb has proven successful over time with last year’s campaign boosting retail sales of fresh lamb in Scotland by 8%.

Meanwhile, a study conducted by NFU Scotland found that Scotch Lamb has been filling the supermarket shelves in the run up to Love Lamb Week.

Secret shoppers from the union discovered that out of 850 packs of lamb inspected on supermarket shelves, less than 3% had been imported.

NFU Scotland livestock committee chairman Charlie Adam said he was pleased with the results.

“To find that 97% of the lamb in Scottish supermarket stores is homeproduced, with the vast majority labelled as Scotch, is a fantastic boost to the Scottish sheep sector at the busiest time of the year,” he said.

“It provides a fantastic platform from which to encourage all retailers to build their commitment to Scotch.”

To highlight the simplicity of cooking with lamb, new online recipe videos have been produced for this year’s QMS Scotch Lamb campaign.

QMS marketing controller Suzie Carlaw said: “The target market for the 2016 campaign is young professionals and busy working parents.

“We want to make Scotch Lamb a regular item on their shopping lists by tempting them with nutritious dishes which can be cooked in half an hour or less.”

Jamie Scott.