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.
The results of the survey on meat consumption, lamb consumption, the image of lamb and lamb production and consumer awareness of campaigns will now inform the promotional initiatives in the six participating countries.
Declan Fennell, Bord Bia lamb expert, said: “The survey confirms Irish consumers are supportive of lamb production. We hope to increase lamb consumption on the domestic market through a print and digital marketing campaign and by raising awareness of alternative lamb cuts and cooking recipes which can make it more of an ‘everyday’ meal option.”
The survey was carried out in Ireland, the UK and France which are the co-sponsors of the campaign and in Germany, Denmark and Belgium which are seen as growth markets for EU lamb.
Bord Bia and AHDB in the UK and Interbev in France are backing the campaign in their domestic markets and in the target export markets. The three-year promotion campaign will be assessed again in 2017 to measure the impact on consumption in the six countries involved.
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