Redspark an exciting new brand for sustainable lamb from Northern Ireland
An exciting new brand of slow reared and sustainable lambs, Glenarm Redspark Lamb, has been launched by one of the oldest family farms located on the rugged hills of the Antrim coast overlooking the Irish Sea.
Eamonn Matthews heads up the lamb rearing and processing business of the 180-acre farm and its 200-strong flock of Black Face and Dorset sheep. His brother Ronan looks after the farm’s pedigree Limousin beef herd.
The company aims to grow sales in both foodservice and retail. Leading German discounter Lidl Ireland has already recognised the potential of the farm’s lean, sweet, rich lamb by including the original products on its successful Kickstarter scheme for smaller businesses in Ireland.
In addition to a range of premium cuts for retail, the company has already successfully introduced meat boxes for online sales and plans to introduce packaged convenience meals such lamb tagine, curry, stew and shepherd’s pie under the attractive new Redspark branding.
“Our aim is to create a distinctive brand that’s supported by a structured and targeted marketing initiatives for our lamb from the hills of North Antrim,” explains Eamonn Matthews.
Eamonn, a graduate of an agricultural college in England, has vast experience from farming sheep and lambs for over 20 years and is the driving force behind the attractive new branding developed by Fourum, the Belfast based design and marketing consultancy. The initiatives include a new website and a social media campaign.
“We’ve been encouraged by feedback from local chefs who used our cuts on menus before the lockdown,” he says. “As a result, I am confident that there’s a significant market opportunity in Northern Ireland and further afield for the quality, delicious and natural taste of lamb that’s free to roam and forage on the sweet grasses and heather of the Antrim hills,” he adds.
The exercise and diet from foraging the hills, Eamonn continues, produces meat that’s “lean, tender and succulent”. “The flavour of many varieties of sweet grasses and heather, combined with the fresh and clean sea air makes Redspark lamb an ideal ingredient for a new generation of food lovers seeking premium meat that’s reared sustainably with heritage, complete traceability and provenance,” he says.
“Sustainability is not a new thing for us. It has always been our way of life that underpins our approach to farming. We only farm low intensive breeds of sheep that are suited to our hilly terrain and require minimal intervention.
“Our flock of Blackface and Dorset sheep instinctively know how to forage this unique landscape that’s been grazed for hundreds of years, so the ground doesn’t require fertilisers.”
The marketing strategy reflects the company’s recognition of a developing towards sustainable local products with a low carbon footprint. The company were silver winners in the UK Sheep Innovator of the year Farmers Guardian awards in 2019.
The new branding and products are underpinned by the farming heritage of Matthews family around the Drumnagreagh townland, near Glenarm, in county Antrim, since 1688.
The Redspark identity comes from the times when Eamonn and his siblings played in a field that is known as Reid’s Park. “As young children, we couldn’t pronounce Reid’s Park and instead called it Redspark,” he explains.
A premium range of sustainably farmed lamb from Glenarm Redspark Lamb in Northern Ireland