The Scottish animal feed industry could be boosted by a new promotional campaign which aims to encourage more residents to eat lamb.
Promotional organisation Quality Meat Scotland has launched the £250,000 Scotch Lamb Festival this month, with a further campaign planned for February 2011.
The body will encourage consumers to eat lamb through newspaper advertising, in-store promotions and tasting sessions throughout the country.
Furthermore, a nationwide billboard and poster campaign will be launched in bus shelters, supermarket car parks and butchers' shops.
Five top chefs are also being employed as Scotch Lamb Champions and will create recipes involving the meat.
The campaign could help increase demand for lamb in Scotland which would provide a welcome boost to the animal feed industry.
Another billboard campaign will also be launched to promote the Scotch-branded beef, lamb and pork. 