Campaign to boost public’s appetite for lamb

THE country’s €110 million retail lamb sector was boosted yesterday when Bord Bia launched a national campaign aimed at strengthening consumer awareness of the new season product.

As new season lamb was promoted for its versatility as a convenient, healthy, meal choice, Bord Bia revealed that Irish households had increased consumption over the past year by 10%.

The four-week campaign will promote the appeal of lamb as an ideal summer meal choice to existing purchasers, who are largely over the age of 45.