Eblex has announced it will receive a £6.17m boost for a co-marketing campaign set to encourage more people in Europe to cook with lamb.
Eblex, alongside Irish meat board, Bord Bía and Interbev, has been awarded the fund from the EU Commission after campaigning for the recognition of sheep meat as an eligible product for funding.
The campaign aims to tackle declining sheep meat consumption and production and to increase consumer purchases of sheep meat products by 5%.
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