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.

It also aims to highlight the appeal of lamb to younger consumers and their families as a quick, healthy meal idea to fit into a busy lifestyle.

Teresa Brophy, Ireland Market Manager, Bord Bia said new season lamb, now widely available, is an important source of protein, B vitamins and iron.

Bord Bia market research indicates that Irish consumers highly regard food produced locally, equating it with quality and freshness.

Irish lamb consumption per capita is estimated at 5.2 kg which rates among the highest levels in the EU.

Some 30,000 Irish sheep farmers produce lamb valued at €225m at farmgate prices.