Festive lamb - not just for Easter

The Easter holidays traditionally bring lamb to the festive table in many households. The lamb value chain project (Wertschöpfungskette Lammfleisch) at the Eberswalde University for Sustainable Development (HNEE) is publishing a wide range of communication materials at this time to provide information about sheep farming and support the marketing of lamb.

Sheep are important landscape managers who keep landscapes open, promote biodiversity and shape cultural landscapes. However, although shepherds contribute significantly to the provision of public goods such as the preservation of cultural landscapes, their general conditions in Germany are difficult. The income from lamb production neither covers the production costs nor does it reflect the social added value of the production process.

Eating lamb for landscape conservation

Jonas Scholz, a young shepherd from Ludwigsfelde, says: "By buying regional lamb, you can support our work and promote landscape conservation in your region". In the short film series "Why it's worth eating regional lamb ("Warum es sich lohnt regionales Lammfleisch zu essen?")" , sheep farmers like Jonas Scholz talk about the added social value of sheep farming: landscape conservation, species-appropriate animal husbandry and sheep farming as a cultural asset.

In addition to a short film, banners, postcards and stickers were created. The print templates for the communication materials can be downloaded free of charge from the "Lamb value chain" website. The short films are also linked on the website. The material can be used in a variety of ways. Possible places of use include addressing customers in direct marketing, in butcher's shops, at weekly markets, in restaurants or on online presences and at trade fairs.

About the project

The "Lamb value chain" project is a project funded by the Ministry of Agriculture, Environment and Climate Protection with the aim of sustainably strengthening sheep farming in the state of Brandenburg. As part of the project, coordination and cooperation structures for marketing regional lamb meat were developed together with sheep farmers in Berlin-Brandenburg and a communication concept was created.

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