The Agriculture and Horticulture Development Board (AHDB) is partnering with Dunbia and Asda to conduct cookery demonstrations at this year’s National Sheep Association (NSA) Sheep Event.
The NSA Sheep Event will take place at the Three Counties Showground in Malvern on Tuesday, July 30.
The demonstrations will take place at the show’s cookery theatre throughout the day and will feature cuts such as rump joint, rolled breast and shoulder and show the variety of recipes lamb can be used for.
AHDB senior engagement manager for beef and lamb, Leah Shanks, said: “We are really excited to be attending the NSA Sheep Event again this year.
“The show provides us with a great opportunity to hear from our levy payers and demonstrate to them how we spend their levy for the benefit of the sheep sector.
“As well as having our own stand, we are also collaborating with Dunbia and Asda on a series of cookery demonstrations over at the cookery theatre. The sessions will demonstrate to visitors of the show the work we do on behalf of levy payers to encourage consumers to cook with lamb.”
NSA Sheep Event
AHDB will be found on stand 166 in the Avon Hall and visitors to the show are invited to attend a welcome breakfast there with chief executive Graham Wilkinson and chair Nicholas Saphir.
They will discuss the current political and market landscape and AHDB’s ambitions for the lamb sector.
Seminars will run throughout the day at the stand on issues for industry such as consumer trends, tapping into the Halal market and AHDB’s work comparing English production standards with key international markets.
There will also be a panel discussion on what is trending for UK lamb consumers with representation from the supply chain, as well as Grace Randall from AHDB’s market intelligence team.
Agriculture manager at Dunbia, Matthew Rollason, said: “Dunbia is proud to once again sponsor and collaborate with Asda and AHDB for the annual NSA Sheep Event, celebrating the innovation and dedication within UK sheep farming.
“This flagship event of the National Sheep Association offers a unique opportunity for farmers to enhance their technical knowledge, explore new products, and foster the next generation of sheep farmers.
“We are delighted to support this pivotal occasion and the vibrant future of the sheep industry.”
Shanks said AHDB is looking forward to meeting as many sheep farmers as possible on its stand.
“Staff will be on hand to answer your questions on some of our key activity such as marketing, market intelligence and reputation and environment,” she said.
“You will be able to pick up the latest literature, watch butchery demonstrations from our trade butchery manager Martin Eccles, and speak to the team from Signet Breeding Services about performance recording.”
