Bord Bia, the state body with responsibility for food promotion, is engaged in promotions on the home market which are specifically focused on popularising sheepmeat among young consumers. Their activities include demonstrations as part of an education programme in second level schools and involve a variety of quick and easy lamb dishes.
A Sheep industry strategy group was established in December 2005 under the chairmanship of Mr. John Malone, former Secretary General of my Department, to examine all aspects of the sheepmeat sector, including product development for different markets and consumer preferences. All sectors are represented in the group including the processors, producers, Teagasc, Enterprise Ireland, Bord Bia and my Department.
I expect the final report of the group to be delivered soon and to include recommendations on the promotion of sheepmeat into the future.