Society Promotions - Sheep Event 2010

The Biannual Sheep event held at The Three Counties Show Ground Malvern Worcestershire on the 3rd August was a great success for the breeds promotion, with 10,000 sheep breeders and producers keen to gain up to date information on the UK sheep industry it proved a great opportunity to promote the breeds key commercial merits.

The Society promotions during 2010 have seen many improvements, this event did not disappoint, with a key position at the centre of the Breed promotion arena. The innovative display designed by the Society, proved to be the busiest yet of all the promotions this Summer.

A simple yet strong commercial message was clear with a local photographer commenting “the images on display are some of the best quality at the event, the display puts many large commercial companies in the shadows”. The display was further complemented with a Plasma TV display promoting the key benefits of the Society and the breed for the UK industry.

The live display included 4 strong and well fleshed Shearling rams from the Coton Texel flock of Margaret and Richard Lawrence, Market Bosworth, Warwickshire. Many commercial buyers stopping to discuss the commercial merits of the rams on display, and either interested in sourcing Texels for the first time or applauding the added value that Texel continues to offer them.

To continue the message “productive efficient lean meat production “two butchered carcases were displayed within the refrigerators on the stand, to the envy of many breeds attending the event. The two carcases supplied by Martin Greenfield of Twycross Leicestershire who runs 600 Texel cross ewes on 60 acres. Lambs were grown to 17 weeks from grass and modern clover, chicory leys, with the carcases achieving U3L and a commendable 24kg deadweight all from grass.

The butchery was carried out by 20 year old Mr Matthew Gothard, adding his flare to the display to show the product at its best with innovative butchery techniques. The display proved to be most popular with a constant flow of producers stopping to discuss and commend the presentation of quality lamb. Mathew also attending the event to enter the Eblex young butchers competition for the first time came away with a well deserved 2nd place.

Members and commercial producers were welcomed to the stand with hospitality on offer all day varying from soft drinks to strawberries and meringues much to the delight of the many hundreds of visitors, greeted by the Society at the busiest promotional events of the year.