Eamonn finds inspiration in Glens for succulent and sustainable lamb

Eamonn Mathews is passionate about the spectacular beauty of his home and farm business in the Glens of Antrim. He loves roaming the rugged hills above the charming and historic village of Glenarm that are swept by the invigorating breezes from the Irish Sea.

Eamonn runs a 200-strong flock of pedigree sheep on the family farm that’s one of the oldest in the area.

“There’s no social distancing problem up here,” he says. “I’ve been farming sheep and lambs, pedigree Black Face and Dorset breeds, for over 20 years and wouldn’t change my way of life for anything else. Of course it can be tough when the weather is bad and there’s snow around and also when market prices slump. But the past few weeks of sunshine, in particular, have been tremendously encouraging and make it all worthwhile.”

Eamonn’s love for the rugged landscape underpins his recent launch of Glenarm Redspark Lamb, a premium rebranding for the slow and sustainably reared lambs which freely roam near the picturesque glen. Eamonn is now aiming to grow sales of the succulent meat 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 food businesses in Ireland.

In addition to a range of premium cuts for retail, the company has 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.

“We had just started to develop the market for the lamb when the coronavirus arrived,” he continues. “It forced us to take a step back and look at an alternative route to market in the meantime. Our response was to launch meat boxes for doorstep delivery to customers. It’s proving to be hugely successful. The universally positive feedback from customers has indicated that we are certainly on the right track with our meat and has encouraged us to push ahead with our marketing plans for retail as well as high-end hotels and restaurants post virus. Our aim is to create a distinctive brand that’s supported by structured and targeted marketing initiatives for our unique lamb from the hills of North Antrim.”

He heads up the lamb rearing and processing business on the 180-acre hill farm and its extensive flock free to roam the fields. Brother Ronan looks after the farm’s pedigree Limousin beef herd.

A graduate of an agricultural college in England, Eamonn has vast experience from farming sheep and lambs over 20 years and is the driving force behind the attractive new Redspark branding that’s been developed with him by Fourum, the leading Belfast based design and marketing consultancy. The initiatives include a new

website and a social media campaign.

Liesa Johnston, a Fourum director, explains: “We had been working on a research project for the Ulster University on the history of local food when we were approached by Eamonn about his inspirational project. It was a perfect opportunity to celebrate the incredible and original food that our farmers produce. Slow Food may have a modern twist but local farmers have been perfecting it here for centuries.

“For us, Redspark is a brilliant example of the resilience of our farmers. It celebrates and elevates local produce and is a sea change from decades gone by when imported food was valued higher,” adds Liesa, who has a wealth of experience and knowledge in food branding and marketing.

Eamonn continues: “We’ve also been encouraged by feedback from local chefs who have used our cuts on menus before the lockdown. “As a result, I am confident that there’s a significant market opportunity here and further afield for the quality, delicious and natural lambs free to forage the sweet grasses and heather of the Antrim hills.

“The exercise and diet from foraging the steep hills produces meat that’s lean, tender and succulent. The flavour of many varieties of sweet grasses and heather on the hills, 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 and has heritage, complete traceability and provenance.

“Sustainability is not a new thing for us. It has always been our way of life here for generations and underpins our whole 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 market trend towards sustainable local products especially those with a low carbon footprint. The company was a silver winner in the UK Sheep Innovator of the Year in the prestigious UK 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, 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. It’s an identity set to win much wider recognition and acclaim.

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