Mr. Jim O'Toole:

I might ask my colleague, Mr. Murray, to comment on this. As was mentioned earlier, 75% of our exports go to continental Europe and 40% of that goes to France. After that, Germany is a significant market, as are Belgium and Scandinavia. We have a portfolio of activities and we do business-to-business activity, trying to work with the industry in recruiting commitment from retailers in continental Europe to stock the best of Irish lamb when it is in season, because it is a seasonal product. We also run consumer promotions with those retailers and do inward buyer visits to make sure that they understand the quality and production system that we have in Ireland.

We engage with media and are always on social media. We have a whole suite of activities that we constantly rotate around the different markets when the seasonal peak is available. Mr. Murray might like to add to that.