A £1.6 million autumn promotional campaign for beef and lamb cuts will be launched next month, following approval from Ministers on Monday.
The campaign is part of a three-year strategy to add value to the supply chain by driving awareness of innovative new cuts that will improve carcase balance, and is a key part of the 2015/2017 Business Plan for AHDB Beef & Lamb.
Ministers approved the campaign following a re-submission of the proposal.
Gill Fine, Acting Chair for AHDB’s Beef & Lamb Sector Board, said: “This is very welcome news for farmers and processors, coming at a time when both the beef and lamb sectors are struggling with low prices. We have everything ready to go and can now push forward for an October launch.”
