N.Z. lamb popular at Swedish fair

Press, Volume CXI, Issue 32703, 4 September 1971, Page 7

N.Z. lamb popular at Swedish fair

Orders were taken for 15 tons of New Zealand lamb during the 10 days of the recent Skanemassan fair at Malmo, Sweden, where about 24,000 Swedes enjoyed the taste of this meat.

The initial order figure of 15 tons is expected to increase as, a result of store promotions in the next two months, according to the New Zealand Lamb Information Bureau in London. Two obstacles stand in the way of an expansion of the Swedish market for New Zealand lamb—a duty on imported sheepmeat, and the annual allowance of 500 tons of tax-free imported Icelandic sheepmeat. Already, sympathetic press coverage has been given to the case for a greater supply of economical New Zealand lamb. One leading Swedish paper has commented favourably on the merits of New Zealand lamb over Icelandic lamb in an article headed:

“Big Lamb War Going On . . .” A constant cooking and sampling operation at the New Zealand Meat Board stand was backed up by promotions and demonstrations. Eight leading chefs and cookery writers demonstrated their favourite lamb dishes on the stand; seven of Malmoe’s biggest restaurants served New Zealand lamb throughout the week of the fair and advertised it as such on their menus (the fair restaurant alone served up to 250 meals a day); carcasecutting demonstrations were given to butchers, and other promotional activities undertaken. This is the third time that the New Zealand Meat Board has exhibited in Sweden. After each of the previous fairs Gothenburg in 1964 and Stockholm in 1966—the Swedish Government closed the door on New Zealand lamb with increased import taxes.