The latest retail sales figures show a 17 per cent increase in the North East TV region in 2007, the equivalent of an extra £3m at retail level.
It follows the regional marketing drive by the English Beef and Lamb Executive (EBLEX) to stimulate i
ncreased demand for Quality Standard Mark domestic lamb in the wake of foot and mouth disease and bluetongue last year.
The ban on exports led to a surplus in the domestic lamb market when, normally, around 30 per cent would be sent overseas. This in turn caused a fall in the prices farmers could expect to achieve.
One NorthEast invested £40,000 of Single Programme funding into the regional campaign of adverts, recipe booklets and mobile advertising on major roads, shopping centres and towns.
Adrian Sherwood, senior rural specialist at One NorthEast, said: "Sheep farming is a key part of North East England's agriculture sector and after the events of 2007, it remains a difficult time for these businesses. Increasing domestic demand for quality English lamb is an important way of helping raise consumer awareness of the wider economic and environmental contribution farmers make to the rural economy so we're delighted to see that the campaign has been so successful.
"Of course, driving up sales is also a positive result for lamb retailers, so this will be welcomed throughout the supply chain."
Steve Powdrill, North East regional manager of EBLEX, said: "One NorthEast should be commended for supporting sheep farmers in this way. The funding was especially welcome at a time when the sheep industry was facing one of its worst market crises since the 2001 foot and mouth outbreak."
EBLEX began a renewed promotional push for autumn lamb in September.
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