Lamb for St Andrew’s Day boosts sales and celebrates Scottish farmers

The campaign encourages people to enjoy lamb on November 30, just as we traditionally eat turkey at Christmas or haggis on Burns’ Night.

Recent statistics show the campaign has boosted lamb sales in both marts and retail. Neil Wilson, executive director of the Institute of Auctioneers and Appraisers in Scotland (IAAS), which runs the initiative with Quality Meat Scotland (QMS), said: “It’s excellent to see the positive impact Lamb for St Andrew’s Day has had for the sector, bringing to the fore the natural goodness of lamb produced here in Scotland and encouraging greater uptake.

“This is down to the generous support and championing of the campaign from farmers, the marts, QMS, schools and local communities. We look forward to the buzz of lunches around the country for this year’s Lamb for St Andrew’s Day and seeing farmers and marts coming together to make this happen as they have done so successfully over the years.”

Since its launch in 2010, the campaign has grown from a single idea into a nationwide effort. Activities include locally organised St Andrew’s Day events, restaurants and pubs serving lamb, and, during Covid and beyond, the delivery of nearly 3.1 tonnes of lamb to 600 schools, reaching 65,000 pupils.

The initiative also includes advocacy: QMS and IAAS arrange visits to the Scottish Parliament, engage with MPs, and host international delegations, including St Andrew’s Day lamb dinners in Paris and at COP28 in Dubai.

Impact on sales

Last year, lamb prices in marts rose by 13% in November, and consumer data from Worldpanel by Numerator shows a 13% increase in lamb purchased per shopping trip.

Despite this growth, Mr Wilson notes there is still potential: “Only 9.2% of households bought primary lamb last November which means there is still huge potential for growth. As a whole industry, we need to tell our story and make it a compelling choice for them to pick up in the butcher, supermarket or when eating out.”

QMS supports the campaign with a multi-channel consumer campaign, including social media, advertising, chef collaborations and educational resources for schools, highlighting the farming, environmental, and health benefits of Scottish lamb.

This year, all 27 marts across Scotland aim to host a community lunch around St Andrew’s Day.

“This reflects what the marts are all about - community and promoting the value of what farmers are producing,” said Mr Wilson.

“These events may be for customers, a local school or group, or a fundraising occasion. The main aim is to bring people together to celebrate with one of Scotland’s finest homegrown products.”

To keep these lunches accessible, marts are seeking donations to the Lamb Bank, which has received the equivalent of 850 lambs in five years. Contributions can be a financial donation or the value of a lamb at the next sale.

Young Farmers will also be supporting events across the country this year.

How to donate

Contact your local mart to donate to Lamb for St Andrew’s Day lunches. Donations from across the sector - monetary or as the value of a lamb - are gratefully received and acknowledged at the mart events.