The €7.7million campaign to be launched in six European countries to encourage young people to cook with lamb was announced today by Minister for Agriculture Simon Coveney during his visit to SIAL Paris.

Bord Bia, EBLEX (England) and Interbev (France) are undertaking the initiative following a successful joint application through their national authorities for matching funding under the European Union promotion fund.

Speaking at the announcement, Minister Coveney said it was good news for Irish sheep meat producers and processors. "As major European sheep meat producing countries we have a shared interest in working together to tackle the decline in sheep meat consumption. We can achieve more together. EU matching our investment means that we can reach more consumers and raise demand across the category of this tasty and versatile meat,” he said.

The programme aims to stem the decline of around 20% in sheep meat consumption and production in the EU since 2000. It will highlight the importance of European lamb production and, by increasing consumer awareness of lamb as a versatile daily-use meat, aims to raise the likelihood of consumer purchases by 5% over three years starting in spring 2015.

The programme will involve promotion and marketing activities in Ireland, England and France and also in Belgium, Germany and Denmark which have been identified as having significant potential. It takes existing collaboration between Ireland, England and France on Agneau Presto to a new level. Agneau Presto, which has been run in France for six years, helped to diversify the lamb offer on shelves and to increase by 3.5% lamb purchases by shoppers under 35 in 2012 and by 1% in 2013.

Reaction

ICSA sheep chairman Paul Brady has welcomed today’s announcement. “Given the decline in sheep meat consumption, particularly in recent years, this announcement of further collaboration in the use of EU funds is particularly welcome,” said Mr. Brady. “There has already been co-operation between France, England and Ireland in relation to lamb sales, and it is to be hoped that investing further and involving more countries in this promotion will be of benefit to all, particularly the primary producers.”