Northern Irish eels in line for tasty award

A successful marketing campaign to boost sales of Lough Neagh eels in Northern Ireland and further afield is in line to net a top award.

The Eat Eel Campaign, launched last year to promote the use of the unique product from Lough Neagh in creating new dishes and on menus, has been shortlisted in the prestigious Northern Ireland Tourism Awards, sponsored by drinks business Diageo Northern Ireland.

The innovative marketing campaign was organised by the Lough Neagh Partnership to support fishing families on the lough, the biggest eel fishery in Europe. The campaign was successful in marketing eels to many leading chefs on the island of Ireland as well as consumers in Northern Ireland by means of a range of initiatives including a community festival.

In addition to fresh and frozen eels, the fishery launched an artisan smoked product during the year for both retail and foodservice. The business, a fishermen's co-operative, also exports eels to Britain, the Netherlands and Germany.

The Eat-Eel campaign, an integral part of Year of Food and Drink 2016, is in the running for Best Marketing Initiative in the sought-after tourism awards, which recognise outstanding performers in the tourism industry. The awards this year will be presented over twelve categories.

The shortlist has been drawn up by a panel of judges from entries that came in from all over Northern Ireland. The winners will be announced at a gala ceremony to be held on Thursday 18th May at Enniskillen Castle, the highlight of the annual tourism calendar.

Tourism NI chairman Terence Brannigan said; "This year marks the 39th year of the Northern Ireland Tourism Awards and on the night the event will recognise the hard work and achievements of the people in an industry that continued to transform and to deliver excellent experiences for our visitors in 2016.

"Last year Northern Ireland welcomed record visitor numbers and we also stand proudly on the shoulders of the successful Northern Ireland Year of Food and Drink, an initiative created and successfully delivered by cross industry partnership."