European sheep and goat meat promotion campaign in Spain and Hungary: Celebrate with Sustainable European Lamb Meat, (2025-2028)

Celebrate-EULAMB is a three-year program (2025-2027) aimed at promoting European sheep and goat meat products in Spain and Hungary. The objective is to communicate and highlight the dedication and efforts of an entire sector committed to sustainability, conveying to the public that consuming lamb, suckling lamb, and kid meat is a way to be responsible towards the environment, to perpetuate the ancient profession of shepherding, to protect biodiversity and the rural ecosystem, to safeguard the territory and its landscapes, and to contribute to the economy of less populated areas.

With the coordination of the Spanish beneficiary, INTEROVIC, and the Hungarian association JKÁSz as consortium members, the program targets B2B and B2C audiences (media, producers, young consumers, and families) with the aim of promoting the consumption of European sheep and goat meat and raising awareness about the benefits of doing so: lamb, suckling lamb, and kid meat represent territory, sustainability, respect for the environment, and responsible practices that it fosters, aligning with current EU regulations and strategies.

By highlighting the efforts of the sheep and goat sector in improving soil fertility, protecting biodiversity, and supporting pastoral activities, the program aims to address consumers' concerns about environmental sustainability and climate change.

To achieve these objectives, the program will implement activities such as presence through stands, tastings, and showcookings at the most relevant gastronomic fairs in the sector, organizing seminars and training for professionals, producing television and radio advertisements, organizing events, trips, and press conferences, as well as product tastings. Additionally, online campaigns and promotional materials will be developed and produced to reach a wider audience and emphasize the benefits of choosing these sustainable European meat products.