Delhaize launches Scottish lamb campaign for Christmas

Supermarket chain Delhaize is launching a major campaign to increase sales of dry aged Scotch lamb over the festive period, Meat Trade News Daily reports. Fife sheep farmer George Milne, development officer with the National Sheep Association, visited Brussels this week with Quality Meat Scotland’s head of marketing Laurent Vernet to support a major Scotch lamb campaign by a quality Belgian retailer. Delhaize has been selling Scotch beef dry sirloin since 2010 and has now extended its range in all their 137 Belgian outlets to include dry aged Scotch lamb leg – a unique product in the Belgian market. “The visit was a great opportunity to promote dry aged Scotch lamb to Belgian press and consumers,” said Vernet. “Delhaize focusses purely on quality and taste – Scotch lamb fits perfectly with this ethos. Scotch lamb stands out from its competitors because of its unique taste and it’s a natural product which is born and reared on farms in Scotland meeting the highest quality standards.” The campaign involves leaflet and in-store promotional activity including sampling of the product, made using a dry ageing process, which improves the texture and flavour of the bone-in lamb by hanging in a cool dry environment for a minimum of 14 days. Delhaize expects to sell more than 5,000 dry aged Scotch lamb legs during the festive season.