A £1.6 million autumn promotional campaign for beef and lamb cuts will be launched next month, following approval from ministers.

The campaign is part of a three-year strategy to add value to the supply chain by driving awareness of innovative new cuts that will improve carcase balance, and is a key part of the 2015/2017 Business Plan for AHDB Beef & Lamb.

Ministers approved the campaign following a re-submission of the proposal.

Gill Fine, acting chair for AHDB’s Beef & Lamb Sector Board, said: “This is very welcome news for farmers and processors, coming at a time when both the beef and lamb sectors are struggling with low prices. We have everything ready to go and can now push forward for an October launch.”

On 31 August, the AHDB Board issued a statement underlining its commitment to securing sign off for all marketing activity currently in the AHDB Corporate Plan.