Bord Bia launches big drive for Irish lamb in France as beef exports boom

BORD Bia launched an innovative marketing programme to promote Irish lamb in France at the weekend.

It hosted the Fête de la Viande or Meat Launch in Paris to mark the arrival of new season Irish lamb. The occasion also focussed on current developments of Irish beef within the French retail sector.

Bord Bia will promote Irish lamb with an on-pack promotional offer, for the first time, in more than 750 French supermarkets where consumers can avail of discounted hotel breaks in Ireland and France.