Lamb producers from across the world have pledged to work together in a landmark move aimed at boosting consumption and production.
Younger consumers needed to be encouraged to eat more, the first International Sheepmeat Forum concluded, as research showed they found lamb a difficult meat to incorporate in meals. International collaboration on R&D needed to be improved, and private and public funding and support must be increased.
The forum, which met in Brussels to discuss ways of improving profitability and sustainability, was set up in response to concerns over rising costs, and falling margins and flocks.
EU agriculture commissioner Mariann Fischer Boel indicated there may be cash for an integrated campaign. Welsh producers said they were keen to engage with international partners but would still look to promote the Welsh Lamb brand.