A Fife sheep farmer has joined Quality Meat Scotland’s (QMS) Scotch Lamb ambassadors at ALDI’s Cupar Store to encourage shoppers to add lamb to their weekly shopping lists.
George Milne of Kinaldy Farm, near St Andrews, was in ALDI to tempt customers with tasty samples as part of a Scotland-wide QMS marketing campaign behind the Scotch Lamb Brand to promote Scotch Lamb PGI as a versatile ingredient ideal for busy families to enjoy as a mid-week meal. Retailers are showing strong support for the campaign by hosting over 100 sampling events across the country.
Mr Milne, is also Development Officer of the National Sheep Association Scotland who are supporting the campaign. Mr Milne said the sampling events are a valuable opportunity for farmers to engage with consumers about how versatile and delicious Scotch Lamb is.
“I think these events are a great opportunity for farmers to meet with consumers, we are extremely proud of the Scotch Lamb PGI we produce, which is reared in Scotland, to very high standards and by giving them a taste of this fantastic meat we hope to encourage them to buy lamb more regularly.”
Suzie Carlaw, QMS Marketing Controller said, “Our campaign encourages shoppers to make the most of a meat which is bursting with flavour and such a great ingredient for a whole range tasty dishes that can be cooked in under 30 minutes.
“This year’s campaign is a fantastic opportunity to really inspire Scots about this national treasure of a natural ingredient which our farmers are very proud to produce,
“We have a great partnership with ALDI, who have welcomed our sampling team to several Scottish ALDI stores to promote our Scotch Lamb products, which are available in store, every day” said Miss Carlaw.
Alan Leslie, Buying Director for Aldi in Scotland said “At ALDI, we source the best Scottish meat to make sure our customers can buy quality, locally sourced products year round.
“Scotch Lamb is tender, tasty and easy to cook and we’re delighted to support this campaign to help bring this delicious product to the forefront of shoppers’ minds.
“It is also very important to us to be able to sell Scotch Lamb from sustainable and responsible suppliers underpinned by QMS quality assurance schemes.”
For more information on Scotch Lamb PGI, recipe ideas and inspiration, please visit: www.whambamlamb.com.
The photograph shows Mr Milne, on right, in the Cupar Aldi store, with shop staff and ambassadors