Exports of English and Welsh lamb to Belgium are up by more than 40% on last year, thanks to a promotion run by Belgian retailer Delhaize.

The Meat and Livestock Commission said Delhaize has run a major promotion for the meat since last autumn.

English and Welsh lamb now represents 25% of total Delhaize lamb sales, compared with less than 5% last year, said MLC's international manager Peter Hardwick.

Hardwick added: “We now aim to build on this initial success to get more quality British lamb onto the plates of Belgian consumers.

Belgium is the second-largest market for British lamb after France.