At the end of November, Scotland’s livestock marts will be celebrating ‘Lamb for St. Andrew’s Day’ with lunches in the mart.
It will mark 15 years of the initiative set up by an auctioneer and a farmer to encourage people to eat lamb for St. Andrew’s Day (November 30) in the same way that many people traditionally celebrate with turkey for Christmas and haggis on Burns’ night.
Statistics show that in recent years there has been a boost to lamb sales in both the marts and in retail around St. Andrew’s Day.
This is a credit to the campaign, according to Neil Wilson, executive director of the Institute of Auctioneers and Appraisers in Scotland (IAAS), which is run in conjunction with Quality Meat Scotland (QMS).
“It’s excellent to see the positive impact ‘Lamb for St. Andrew’s Day’ has had for the sector, bringing to the fore the natural goodness of lamb produced here in Scotland and encouraging greater uptake,” Wilson said.
“This is down to the generous support and championing of the campaign from farmers, the marts, QMS, schools, and local communities.
“We look forward to the buzz of lunches around the country for this year’s Lamb for St. Andrew’s Day and seeing farmers and marts coming together to make this happen as they have done so successfully over the years.”
Lamb for St. Andrew’s Day
Since 2010, Lamb for St Andrew’s Day has grown from an inspired idea to widespread activity, including locally organised St. Andrew’s Day events across the country.
These events included restaurants and pubs serving lamb for St Andrew’s Day and, during Covid-19 times and beyond, the marts delivered nearly 3.1t of lamb into 600 schools for Home Economics classes and school lunches, reaching 65,000 pupils.
QMS and IAAS have also arranged visits to Scottish Parliament to speak to MPs about the industry, which will take place again in November, and have hosted delegations to the EU and beyond, including a St. Andrew’s Day lamb dinner in Paris and at COP28 in Dubai.
Last year lamb prices increased in the marts by 13% between November 1 and 30, and Worldpanel by Numerator statistics indicate greater consumer engagement; in November 2024, the volume of lamb bought by shopping trips also increased by 13%.
While the campaign has achieved significant growth, Wilson highlighted the ongoing opportunity within the market.
“Only 9.2% of households bought primary lamb last November, which means there is still huge potential for growth,” he continued.
“As a whole industry, we need to tell our story and make it a compelling choice for them to pick up in the butcher, supermarket or when eating out.”
QMS is supporting this drive with a multi-channel consumer campaign through social media, advertising, and chef collaborations reaching millions of consumers, alongside providing resources to schools to illustrate the farming, environmental, and health benefits of lamb produced in Scotland.
This year’s focus for the marts is to have a community lunch around St. Andrew’s Day in each of the 27 marts across Scotland.
“This reflects what the marts are all about – community and promoting the value of what farmers are producing,” Wilson added.
“These events may be for customers, a local school or group, or a fundraising occasion. The main aim is to bring people together to celebrate with one of Scotland’s finest homegrown products.”
To support these events and keep them accessible, marts are seeking donations to the Lamb Bank, which has received the equivalent of 850 lambs since it was set up five years ago.
Donations are welcomed from across the farming and professional sector, either as the value of a lamb at the next sale or as a financial contribution.
