The start of “Love Scotch Lamb Weekend” (September 5th and 6th) was heralded today with a series of activities around the country to highlight the fantastic natural lamb produced in Scotland.
In Dundee, a host of well-known local chefs demonstrated mouth-watering Scotch Lamb dishes on the opening day of the Dundee Flower and Food Festival.
Among those demonstrating in the Scotch Lamb Cookery Theatre at the event, which is expected to attract around 25,000 people over its three days, are Masterchef host Gregg Wallace, who last month launched the Scotch Lamb campaign.
Others taking part over this weekend include BBC Masterchef:TheProfessionals winner Jamie Scott, finalist Scott Davies, formerly of the Adamson and now at the Michelin-starred Three Chimneys in Syke. Masterchef finalist and Scottish Chef of the Year 2015, Adam Handing and Brian McLeish, chef/proprietor at the Moonfish Café in Aberdeen will also be demonstrating at the Festival.
A key objective of the 2015 campaign being delivered by Quality Meat Scotland (QMS) is to encourage consumers to understand the versatility, simplicity and speed of cooking with lamb. The two month long campaign is harnessing a range of marketing activities to drive Scotch Lamb sales.
QMS is undertaking 112 days of Scotch Lamb sampling activity in Scottish retailers, who are showing strong support to Quality Meat Scotland’s on-going campaign to raise the profile of the simplicity and versatility of Scotch Lamb PGI. This weekend alone, around 20 Scotch Lamb sampling events are taking place.
The main audience for the campaign - targeting 3.7 million consumers - is young professionals and busy working parents and the message is very much that lamb is not just for roasting at the weekend – it can also make a quick, nutritious mid-week meal for all ages to enjoy.
Love Scotch Lamb weekend will also see Scotch Lamb high profile at Let’s Eat Glasgow (September 5th and 6th) where Glasgow’s top chefs and the cream of food and drink producers from the west of Scotland will be serving top quality local produce via a menu bursting with flavour.
And QMS will be welcoming a host of leading London food bloggers to an event in Edinburgh and the surrounding areas during the weekend to showcase Scotch Beef and Scotch Lamb this weekend.
Farming families throughout Scotland are also helping to spread the word about Scotch Lamb with Scotch Lambassador kits from QMS. In the past few weeks several hundred kits have been requested by farmers keen to play their part in showcasing how tasty and simple to cook with Scotch Lamb is.
To request a Scotch Lambassador kit, while stocks last, farmers should email firstname.lastname@example.org with their address details.
Caption: Staff and professional chef students from Dundee and Angus College in the Scotch Lamb Cookery Theatre as Dundee Food Festival gets underway.