How a 'supercharged research concentrate' helped sell Irish lamb in Germany
When Bord Bia - the Irish government agency tasked with promoting sales of Irish food and horticulture both abroad and in Ireland itself - decided it was going to market Irish lamb in Germany it faced a potentially expensive process.
"We wanted to understand the lamb consumption culture in German to help us unlock growth opportunities for the Irish food board so we could market Irish lamb across Germany," explained Helen King, director of consumer insight at Bord Bia. "But also, critically, [we wanted] to work...