A campaign to promote English beef and lamb has been declared a success.
The English Beef and Lamb Executive’s Tuck In promotion was designed to generate media interest and to encourage consumers to consider the origins of beef and lamb.
As part of the campaign a quarterly magazine has been produced, with the latest edition focusing on al fresco eating.
David Croston, EBLEX chief executive, said the magazine would be distributed to 6,400 retailers as part of a Summer Eating promotional kit.
He added the campaign had so far been a runaway success, winning approval from both trade and consumers.