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Farm Diversification
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Lamb marketing: Lamb makes resurgence among consumers as sales soar

February 3, 2022
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lamb marketing

Lamb marketing: Lamb makes a resurgence among consumers as sales soar

It is positive to see that sales of lamb have been markedly improved recently, this could give insights into how direct-sale producers can plan their lamb marketing. Lamb is making a resurgence among consumers, with sales of roasting joints soaring during the last two festive periods.

Most proteins saw roasting joints or whole cut volumes decline on the heights of 2020 but lamb was the exception, up 0.9 per cent and 3.3 per cent on Christmas 2020 and 2019 respectively, latest data from Kantar has shown.

Despite grocery price inflation reaching 3.5 per cent in December 2021, adding an average of £15 to shoppers’ monthly bills, consumers spent £662.5 million on lamb in 2021, a 12.6 per cent increase compared to 2019. The average price of lamb also rose, up 4.6 per cent year-on-year.

And while the overall volume of lamb sold at GB retailers last year was 3 per cent down on 2020 at 63,350 tonnes, the meat’s popularity among shoppers remained above pre-pandemic levels, with the volume of lamb bought in 2021 exceeding that of 2019 by 2.4 per cent.

Hybu Cig Cymru data analyst Glesni Phillips said lamb was substantially more popular now than pre-pandemic. She said: “Although sales are slightly below the 2020 peak in terms of volume, spending on lamb has continued to grow across most types of cuts and products.”

Ms Phillips said there had been some upward movement in the retail price and this may have driven demand for ‘more economic products’ such as mince, where sales are up more than 20 per cent as against 2019.

Both beef and pork roasting joints were unable to match the heights of Christmas 2020, but pork saw retail volumes up 11 per cent compared to 2019. Total beef was also in growth compared to 2019 from everyday cuts such as mince and burgers.

AHDB retail insight manager, Grace Randall, said red meat performed well in retail during 2021 when compared to a pre-lockdown Christmas. Ms Randall said: “The latest data shows that many consumers switched some of their spend to the eating out market, such as restaurants and pubs, which had an impact on the levels of meat bought from their local supermarkets or butchers.”

Grocery price inflation also reached 3.5 per cent in December 2021, adding an average £15 to shoppers’ monthly grocery bills.

If you are planning a lamb marketing strategy to promote your lamb diversification then we would recommend seeking support from marketing advisors, you can Check out our farm marketing strategy guide here, or you can book a consultation with us here.

Article taken from Farmer’s guardian

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5 Instagram Reel ideas to market your artisan-spir
5 Instagram Reel ideas to market your artisan-spirit farm business

🍸 Why do we use [insert unusual ingredient] to make our [insert spirit]?
🍸 A tour of our distillery! What system do we use?
🍸 3 ways we are making our [insert spirit] carbon-neutral!
🍸 How do we make [insert spirit]? See our behind-the-scenes process!
🍸Cocktail Masterclass
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Do you use reels for your business?


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Alternative meat products to add to your farm business - Charcuterie 

Charcuterie can be an excellent option for extending a product range as the products can be made from your existing meat supplies, or you could choose to team up with a local charcuterie business. 

Additionally, the shelf life of charcuterie products is often significantly longer than other meat-based products. Charcuterie also often uses less desirable parts of an animal, such as in the case of using cheaper cuts in salamis.


Instagram Reel ideas for your dairy diversificatio
Instagram Reel ideas for your dairy diversification

🧀 What happens to male calves on our farm?
🧀 A tour of our milking parlour! What system do we use?
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🧀 How do we make our ice cream? See our behind-the-scenes process!
🧀 Cheese tasting masterclass
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1. Milk vending machines – for dairy diversification
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8. Growing truffles – the high-end farm diversification

If you are planning a farm marketing strategy to promote your farm diversification then we would also recommend you book a consultation with us.

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Diversification idea – wool business!
Why choose a

Diversification idea - wool business!
Why choose a wool business?

A wool, yarn or fibre business can be an effective farm diversification for adding value to something that is often a by-product of the sheep farming sector. But there are also lots of other types of fibre to consider, from alpaca to plant-based fibres. Fibre businesses are useful for bringing in additional income on a smaller scale and tend to work well alongside a wider farm business strategy or even as a way to make money from your smallholding.

Fibre businesses can range from selling raw fleece through to spinning yarn and even dying yarns. 

Do you sell wool or fibre from your farm?

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Is it 20 veg boxes? 2 glamping holidays? 100 bars of soap? 
How many new clients would we need to bring you?

With packages starting from as little as £200 and most under £675 per month, why not? 

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Video content for wool businesses needn’t be hard. Some ideas could include:

🐑 How is it made videos – show the processes within your business, such as spinning
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Want to transform your farm business?
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