Irish beef wooing British consumers

A TASTE for Irish beef has persuaded 489,020 UK shoppers to spend £1 on stamps and send away for a calendar with beef recipes, a guide to meat cuts, and Irish landscape photography.

The recipe calendar is designed to be kept on kitchen work-tops throughout 2005.

The consumers responded to promotional labels on 3.9 million beef packs last October in the Tesco, Sainsbury, Safeway, Somerfield, Asda and Aldi shops.