Bord Bia has a lot Ryding on latest beef promotion

AN IRISH on-pack beef promotion by Bord Bia, official sponsors of The Ryder Cup 2006, is enjoying a huge response from consumers all over Britain.

Golf enthusiasts are jumping at the opportunity to "beef up their golf swing", through specially labelled Irish beef packs offering shoppers a free introductory golf lesson with a professional golfer. Within the first three weeks of the promotion, a whopping 54,000 responded to claim their free lesson from professionals throughout the country.

The promotion involves over 4,000 retail shops across Britain and Ireland, and is designed to increase Irish meat sales and prompt consumers to mix nutritious food with an active lifestyle, said a spokeswoman for Bord Bia. Participating stores in Britain include Tesco, Sainsbury, Asda, Somerfield, Co-op and Aldi. All beef involved in the promotion is produced under the Bord Bia Quality Assurance Schemes.