Ireland’s Shepherded Success: The US Launch of Irish Lamb
In October, Bord Bia marked a landmark moment in the U.S. food-service and retail world with the formal launch of Irish lamb on the American market. Forklift Foods was there for the launch with celebrated Irish Chef Mark Moriarty at Bord Bia’s US headquarters. For food and beverage brands that stand for premium provenance and elevated taste, this arrival is worth noting.
What’s Special About Irish Lamb
Pasture-raised, year-round
Ireland’s lamb comes from family-run farms where sheep graze on lush grass, often year-round. This sets it apart from many competitors whose production is seasonal. The result? A consistent supply and a stable flavour profile—key for premium food brands that need reliability.Full traceability + sustainability credentials
Irish lamb is fully traceable “from farm to fork”, and Irish sheep farmers are deeply committed to natural farming methods, animal welfare, and sustainable land stewardship. For brands that value authenticity and ethical sourcing, these attributes do more than add story—they add value.Distinct taste and versatility
With its grass-fed background and temperate climate, Irish lamb offers a flavour that is both rich and refined—capable of being the hero in classic roast configurations, or in refined, chef-driven menus. At the U.S. launch event, chef Mark Moriarty showcased the meat across global cuisine styles to show its adaptability.Market opportunity meets growing demand
With the U.S. entering a growth phase in sheep-meat consumption, Irish lamb’s entry isn’t just a niche novelty—it aligns with consumer interest in high-quality, premium proteins.
Why It Matters For Your Brand
If your brand lives in the “premium, authentic, uncomplicated perfection” space, Irish lamb offers a compelling story you can leverage. Whether you’re collaborating with a chef, building a signature menu item, or sourcing an ingredient that sets your product apart, this is an ingredient that aligns with the positioning.
Ingredient storytelling: You can highlight “Irish lamb from family-run pastures” as a hero ingredient.
Differentiation: While many brands talk about “grass-fed beef” or “heritage pork”, lamb often remains overlooked in U.S. markets, so it offers freshness in positioning.
Partner opportunities: With Irish lamb newly available, early adopters (retail, foodservice, branded-packaged products) can claim first-mover status in premium-lamb positioning.
Content alignment: The provenance, traceability, and sustainability angle supports your trend-expertise positioning (you know the sea-change in protein sourcing).
Brand Activation Tip
Craft an activation around a “Celebration of Lamb” menu or limited-edition product launch, using Irish lamb as the premium anchor. Highlight the Irish story (pastures, year-round grazing, family farms), pair it with a supporting ingredient from your brand or client, and tell the story through visuals, chef quotes, and traceability credentials. Make it feel elevated—not just “another lamb dish”.
In short: Irish lamb’s U.S. debut isn’t just a launch—it’s an invitation for premium food brands to upgrade their protein narrative. If you’re looking to elevate your positioning and give your audience a taste of something distinct, this is the moment.
Ready to craft the next step?
