Cooking up consumer culinary curiosity in lamb at NSA event

We are partnering with Dunbia and Asda to bring cookery demonstrations to this year’s NSA Sheep Event at the Three Counties Showground in Malvern on 30 July.

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.

Leah Shanks, AHDB Senior Engagement Manager (Beef & Lamb), says:

“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.”

Matthew Rollason, Agriculture Manager at Dunbia, says:

“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.”

You will find us on stand 166 in the Avon Hall. Visitors to the show are invited to attend a welcome breakfast there with Chief Executive Graham Wilkinson and Chair Nicholas Saphir where they will discuss the current political and market landscape and our ambitions for the lamb sector.

Seminars will run throughout the day at the stand on key 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’s trending for UK lamb consumers with representation from the whole supply chain, as well as Grace Randall from AHDB’s market intelligence team who will share insight on what consumers want.

Leah adds:

“We are looking forward to meeting as many sheep farmers as possible on our 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. 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.”

AHDB schedule at the NSA Sheep Event

• 08:15am – 08:45am Morning nEwes: Breakfast meeting with Graham Wilkinson and Nicholas Saphir – AHDB stand
• 10:10am – 10:35am Cookery demonstration: Anchovy and mustard glazed lamb – Cookery theatre
• 10:40am -11:00am Seminar: Lamb consumer trends and opportunities for the future – AHDB stand
• 11:40am – 12:05pm Cookery demonstration: Slow cooked lamb breast with dill and lemon – Cookery theatre
• 12:40pm – 13:00pm Seminar: Tapping into the Halal market: Understanding the opportunities and challenges – AHDB stand
• 13:10pm – 13:40pm Panel session: What’s trending for our UK Lamb consumers? A farm to fork panel – Cookery theatre
• 14:10pm – 14:30pm Seminar: A comparison of Beef and Lamb production standards in England with those of key international markets around the world – AHDB Stand
• 14:40pm – 15:05pm Cookery demonstration: Greek lamb kleftiko – Cookery theatre

For more information about AHDB’s presence at the show, see our event page.