NSA Scottish Region pushes for exploration of opportunities for lightweight lamb
6th August 2015
Representatives from NSA Scottish Region recently met with Quality Meat Scotland (QMS) to discuss the possibilities of creating a home market for lightweight lamb.
Scotland has historically sold a large number of lambs weighing 8-15kg deadweight, predominantly from hill situations and mainly for the export trade. However, NSA believes a home market should be created for this product, giving shoppers an alternative purchase option on the shelves.
George Milne, NSA Scottish Region Development Officer, says: “I see this as a great opportunity for additional lamb sales through creating smaller cuts that could provide an alternative to pick-up finger food, such as chicken legs or spare ribs.
“I am confident this lamb would have a unique, tender, flavoursome taste derived from the grass-fed, natural production process behind it. Our Scottish hills offer a fantastic back drop to the consumer message and provide a great marketing opportunity to encourage sales.”
From a sales point of view, Mr Milne says, this idea could help to drive demand for Scotch Lamb, without creating a large volume, which would help strengthen the marketplace throughout the year.
Representatives from NSA Scottish Region recently held a meeting with the marketing team at QMS to look at potential new product development opportunities that could fit with making the most of lightweight lamb on the home market.
“We discussed the possibility of consumer trials to gauge response in terms of eating quality, tenderness and flavour,” says Mr Milne. “I remain confident this is a positive way forward. If other countries such as, Portugal, Spain, Italy and Greece can make the most of lightweight lamb, why can the home market not do the same?”
QMS is promoting simple, quick Scotch Lamb recipes – like meatballs, curries, kebabs and burgers – in its ongoing Scotch Lamb campaign, which highlights the versatility and ease of cooking with lamb. The type of serving suggestions being promoted and sampled in retailers throughout Scotland by QMS ‘Lambassadors’ include Scotch Lamb stir fries and lamb leg steaks.
NSA Scottish Region also offered visitors to the Royal Highland Show the opportunity to sample Scotch Lamb burgers and took great encouragement from the public reaction to these. One possibility also under consideration is launching a national Scotch Lamb burger competition with butchers across Scotland.
Mr Milne concludes: “One thing is sure – we must look at all possibilities to boost demand, including presentation and marketing opportunities for Scotch Lamb, and this includes exploring new innovative ideas.”