Big Belgian Promo for English Lamb
23/06/05

BELGIAN supermarket chains are gearing up to promote Quality English lamb this summer following a major push by the English Beef and Lamb Executive (EBLEX).

As lamb consumption in Belgium hits a record high - up from a total of 34,000 tonnes imported in 2003 to 36,000 tonnes last year and still rising - English will be the flavour of the season around 900 stores across the country, including some of its largest chains.

Tasting sessions in a number of the stores are also planned to underline the flavour and succulence of the English meat.

Jean-Pierre Garnier, EBLEX Meat Export Manager, said: "The Belgian market is a demanding one but it is recognised that English lamb provides the quality and conformation needed.

"This promotion is just a beginning with several more projects in the pipeline for Belgium including offering a wider variety of lamb cuts."