Mr. Declan Fennell:

The historical background of the sector is that hill lambs and light lambs were exported to markets such as Portugal, Spain and Italy. The lighter lamb was approximately 11 kg to 13 kg, where conventional lamb is around 22 kg. Those lambs were exported until 2008 when those markets hit a recession and the trade evaporated almost overnight which was more than a disappointment. With regard to opportunities for hill lamb producers, we work with these producers particularly in the west of Ireland, Kerry or Waterford and there is no doubt it is a fantastic product. However, one of the hallmarks of the success of the Irish sheep industry is in delivering a product to a customer specification. One of our challenges, and Deputy Ó Cuív referred to it, is to introduce a discipline of best practice in getting to sufficient weight and bringing these lighter carcasses up to a heavier carcass suitable for a market, whether it is exported as a full carcass or preferably sent out as a primal individual such as leg, loin or rack. That is where the real opportunities lie. Bord Bia has worked with a number of groups around the country, small groups of producers whether it is in Mayo, Kerry, and obviously our role is about informing them about opportunities in the market while delivering to a market specification.

The Deputy suggested using the Wild Atlantic Way branding. This has been discussed in terms of a unified story when promoting a branded proposition from the western parts of Ireland. Bord Bia is focused on working with individual producer groups and assisting them in the disciplines of market needs, consistency in product weight, year round availability, the marketing and promotion.