Irish ‘more aware’ of role lamb plays in economy

Irish consumers are more aware of the role lamb production plays in the rural economy and environment than their EU counterparts, a survey has found.

The survey found that respondents are also more aware of advertising campaigns for lamb promotion and can recall the content of advertisements more readily.

The findings come from the baseline study of the EU Lamb Promotion campaign, which aims to inform consumers aged 25 to 45 of the social and environmental role played by lamb production and increasing the appeal of lamb as an “everyday” meat of choice.