Ed Bedington
Scotch lamb is to be given a boost by celebrity chef Nick Nairn in a major new promotion.
Nairn will be championing the Scottish meat industry by becoming the new face of Specially Selected Scotch lamb.
The promotion, which will begin on September 2, is being organised by Quality Meat Scotland and will run in five supermarket chains as well as around 300 independent butchers.
The six-week campaign centres around educating consumers about the ease of cooking with Scotch lamb, and the health benefits of using the meat as part of a healthy balanced diet.
Point of sale material in all participating stores will support the promotion and a separate scheme, running exclusively in the independent sector, will offer 10 winners the chance to spend the day cooking Scotch lamb at the Nick Nairn Cook School at Lake of Menteith.
Nairn said: "Scotland produces the finest lamb in the world, it's simple and quick to prepare, lean and nutritious, and I love using it. The secret of every dish is to use the simplest and best ingredients.
"I'm delighted to work with Quality Meat Scotland as it gives me the chance to introduce new and exciting ways to prepare Scotch lamb and to tempt more consumers to experiment and experience the versatility of lamb which is at its best at this time of year."
Quality Meat Scotland chief executive Alisdair Muir said: "We are delighted that Nick is on board for this campaign. He was the obvious choice to promote Specially Selected Scotch lamb as he has the ability to combine imaginative new recipes with practical advice ­ ideal for busy Scots looking for healthy, tasty and quickly prepared meals that crucially fit today's hectic lifestyle."