News Posted: 29th May 2012

Shetland Livestock Marketing Group is delighted to announce that Native Shetland Lamb has won the ‘New Product Marketing’ award at the Scotland Food and Drink Excellence Awards 2012. The winners were unveiled at the awards ceremony at the Dunblane Hydro Hotel by Doubletree Hilton on Thursday 24th May.

The Scotland Food and Drink awards are known as the ‘Oscars’ of the food and drink industry and recognise those businesses in Scotland who are leading the way with innovation, enterprise and quality.

The New Product Marketing award was evaluated on innovation and creative brand development as well as the success and effectiveness of the marketing campaign.

Chairman of the Shetland Livestock Marketing Group, Ronnie Eunson, said: "We are absolutely thrilled that Native Shetland Lamb has received such a prestigious accolade. Just to be shortlisted was recognition enough but to go on and win, really is a great achievement.

“Our marketing strategy for Native Shetland Lamb was to position it as a high end, premium and exclusive product. We have been working together with Shaw Marketing and Design on this initiative over the past 12 months and are very pleased with what we have achieved.

“I believe that this endorsement will create wider recognition which, in turn, will help drive sales at the premium end of the market.”

Judges described the product as very good - nice, succulent, lovely, clean and flavoursome, while the entry was exciting with well thought out and well executed marketing.

Further information

Ronnie Eunson
Shetland Livestock Marketing Group
Tel: 01595 696300


Isabel Johnson
Shaw Marketing and Design
Tel: 0131 557 5663