Celebrity chefs Neven Maguire and Catherine Fulvio were out in force today to support, and launch, Bord Bia’s month long promotional campaign for new season lamb. The campaign features adverts across radio, press and outdoor and is further supported by lamb tastings and in-store promotions in over 55 stores throughout the month of July.
Speaking at the launch Teresa Brophy, Ireland Market Manager, Bord Bia commented “This campaign aims to motivate consumers to buy, and try, more lamb. Research has shown that people love the taste of lamb, and new season lamb is both delicious and easy to cook. We’ve developed a new range of tasty seasonal recipes to demonstrate the versatility and simplicity of cooking with lamb.”
In Bord Bia's recent consumer study* 51% of those surveyed said lamb was the tastiest of all meats, with over 40% cooking lamb more than once a week.
The campaign timing is concentrated on the main-season period, allowing maximum promotion when most product is available, at a high quality. The Associated Craft Butchers of Ireland (ACBI) are also supporting the campaign through the distribution of new lamb recipe leaflets in craft butchers nationwide.
Ireland’s lamb sector is valued at €250 million, with annual exports of €165 million to almost 20 markets around the world. France remains the most important market accounting for 21,000 tonnes, almost half of Ireland’s total lamb exports. Bord Bia launched its Lamb Quality Assurance scheme in May 2007, there is currently 8,300 members.
RECIPE: Greek-style Lamb Kebabs
Great summery flavours. Delicious cooked either on the barbecue or under the grill.
Serves 4
- 750 g lamb, well trimmed and cubed
- Olive oil
- 1 red and 1 green pepper, cut into chunks
- 1 red onion, cut into wedges
- Salt and freshly-ground black pepper
Marinade
- 250mls Greek-style natural yoghurt
- 2 garlic cloves, crushed
- 1 teasp. ground cumin
- 1 teasp. ground coriander
- Juice of 1 lemon
Mint and Garlic Yoghurt Dressing
- 185mls thick Greek-style natural yoghurt
- 1 tablesp. fresh coriander, chopped
- 1 tablesp. fresh mint, chopped
- Grated rind and juice of 1 lemon
- 2 garlic cloves, crushed
Combine the marinade ingredients in a large non-metallic dish. Add the diced lamb and stir to coat well, then cover and place in the fridge for about 2 hours if possible. Meanwhile soak 8 wooden skewers in water. This will prevent them scorching. If you are short of time use metal skewers.
Preheat your barbecue or grill to high and brush lightly with oil. Thread the lamb cubes, peppers and red onion onto the skewers, season and cook for 3-4 minutes on each side until lightly charred and cooked to your taste.
To make the Mint and Garlic Yoghurt Dressing, stir together all the ingredients and season to taste. Drizzle a little dressing over each lamb skewer and serve the rest on the side.