‘Scotch Lamb for St Andrew’s Day’ aims to introduce young people to the taste and benefits of lamb, countering negative perceptions of red meat. By promoting lamb in schools across Scotland, QMS stimulates demand, supporting farmgate prices. QMS aims to get Scotch Lamb into at least one school in every town and every rural school in Scotland, but preferably more than that. Our collaborative effort involves various stakeholders – from butchers to farmers – delivering lamb to schools throughout Scotland from Caithness to Stranraer and Arran to Ellon.
The campaign revitalises an original idea cooked up in 2010 by George Purves and Scotland’s leading livestock auctioneers to encourage their 18,000 customers to spread the word amongst family, friends, neighbours and within their rural communities to put lamb on the menu on 30 November. The campaign teaches pupils about the health benefits of Scotch Lamb and helps demonstrate how easy it is to cook. Each year, Quality Meat Scotland develops easy-to-cook recipes like Scotch Lamb naan pizzas, complemented by social media videos to support the campaign. Educational materials, including worksheets and lesson plans, further reinforce the importance of lamb consumption on St Andrew’s Day.
The 2023 campaign saw 149 schools and 24,716 children supplied with Scotch Lamb. A plethora of positive reviews from participating teachers, councilors and auctioneers agreed that the campaign spread awareness for both the importance of locally produced, healthy food as part of a balanced diet, and the need to widen links with local businesses and inform the debate around ‘green’ miles. The consensus from students was that lamb is tasty, that recipes are clear and straightforward, and that Scotch Lamb is a good alternative to chicken and beef.
The campaign was not limited to schools only but also invited community groups such as Scout troops to get involved. For example, Perth Riverside Explorer Scouts hosted an overnight camp at Greenhill Farm, where 25 young leaders were challenged to cook lamb using ingenuity and traditional methods. The campaign offered a valuable opportunity for Explorers to connect with rural communities and farming life, fostering new skills and understanding of food origins. By collaborating with high-street butchers, QMS ensured that their campaign not only promoted healthy eating habits but also strengthened local businesses to sustain vibrant high streets which play a crucial role in promoting and providing quality Scotch Lamb to the community. Scotch Lamb was served, and sold out, in the canteen for Members of Parliament and staff at Holyrood in 2023, as Quality Meat Scotland and the Institute of Auctioneers and Appraisers in Scotland met with MSPs and spoke about the growing success of the Lamb for St Andrew’s Day campaign.
The lead up to the globally recognised celebration of Scotland’s patron saint last November saw initiatives to promote the versatility of cooking with lamb reach thousands of consumers worldwide. Figures show that during the last three years, sales in livestock marts to butchers and processors have increased in November each year, demonstrating the growing impact of the campaign. The success of ‘Scotch Lamb for St Andrew’s Day’ is attributed to a collaborative approach between farmers, representative organisations and rural businesses. Over the last four years, more than 86,000 pupils have benefited, thanks to the generous donations of Scottish sheep farmers.
One major hurdle has been logistics, with 180 schools covering all of Scotland’s educational regions, delivering lamb became a logistical challenge. With the help of local butchers and processors, all schools received their allocations. Another challenge was addressing people’s perceptions of red meat. Despite concerns surrounding red meat consumption, QMS tackled this by providing facts and highlighting the benefits of Scotch Lamb. By providing accurate information, the campaign successfully educated individuals about the nutritional value of lamb, dispelling myths and encouraging healthy eating habits.