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AHDB: Drive to safeguard market for British sheep meat in France expands

Sheep

A campaign aimed at helping to reinforce the position of British sheep meat in its biggest export market is being expanded, according to AHDB.

Posted on Aug 11 ,00:20

AHDB’s partnership with Interbev – the National Interprofessional Association of Livestock and Meat in France – to deliver the 'Changeons l'Agneau' (Let's Change Lamb) campaign has delivered impressive results in Hauts-de-France over the past year.

The campaign has played a major role in upskilling butchers and focusing on smaller cuts to help drive demand among younger French consumers, and as a result is broadening to cover the wider eastern region of France.

Our role has been to support head butchers, apprentices and in-store teams across both independent shops and major supermarket chains to help them diversify their lamb offering, adopt innovative cuts, reduce waste and improve profit margins. Highlights from the past year have included:

• Lamb turnover increased in 35 ambassador stores across France by an average of +3.2%, despite a national decline in consumption of -4%
• In the northern region where our efforts are most concentrated, 22 Match stores reported sales growth of between +5% and +25%
• 68% of professionals surveyed reported a significant positive impact on lamb sales following their participation in the training programme

In a further positive move lamb training in French butchery schools (CFAs) has been successful. These AHDB-supported modules will be integrated into official butcher training curricula starting in 2026, helping to ensure lamb remains a familiar and profitable option for the next generation of butchers.

Lucille Brillaud, AHDB Marketing and Communications Manager, said:

"Through strategic partnerships, targeted training, and a consistent multi-channel approach, AHDB is helping to secure the future of British lamb in France – the UK’s largest export market for sheep meat.

"The 'Changeons l’Agneau' campaign is not just a promotional effort, it’s a long-term investment in demand, visibility, and commercial resilience. It brings measurable, lasting value to levy payers, both now and into the future.

"After a successful launch in Hauts-de-France in April 2024, AHDB has extended its support for the campaign to cover the east of the country.

"At a time when French lamb production is shrinking and imports are rising, this campaign positions British lamb as the high-quality, margin-friendly, easy-to-prepare solution butchers are looking for.

"More than 50% of lamb consumed in France is imported. British lamb alone accounts for nearly 25% of the market, making France a strategic export destination. This year, market conditions have created further opportunities for world-class British sheep meat in this key market.

"With a growing reliance on imported lamb to meet domestic demand we will continue to build on the success of the campaign to date and help ensure quality British sheep meat thrives in the French market".

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