The Interprofessional Sheep and Goat Association (INTEROVIC) has presented the key lines of its new European campaign, “Celebra lo cotidiano con cordero sostenible y europeo,” a three-year initiative aimed at bringing lamb, suckling lamb, and kid meat closer to a wider, younger audience.
One of the highlights will be INTEROVIC’s participation in the upcoming Salón Gourmets in Madrid, where they will have their own booth to showcase the versatility and sustainability of European lamb. This event will be the launching point for the campaign and a key platform for promoting the consumption of this meat in the hospitality industry, retail, and among gourmet consumers.
The campaign kicks off with a collaboration agreement with chef Alberto Chicote, who has designed a special lamb-themed menu that will be available for several weeks at his restaurant. In addition, Chicote will be the face of the campaign and has written the prologue to the cookbook “El Recetario,” a free downloadable book with more than a hundred traditional and signature recipes:
Upcoming planned activities include:
The return of Ruta del Paquito in May, the famous lamb sandwich that gains more followers and participating establishments every year.
The addition of the Paquito food truck, which will tour gastronomic festivals such as Meat & Fire in Barcelona.
The presence at the Women’s European Championship with the slogan “Match Day, Paquito Day,” in collaboration with delivery platforms.
The development of a new line of prepared lamb dishes for introduction to mass retailers.
The return of cultural roadshows, a tour of the royal cattle tracks with educational and cultural activities and tastings to bring the value of sustainable European lamb to the general public.
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