Hafliði Halldórsson, manager of the Icelandic lamb marketing agency, and Óli Þór Hilmarsson, project manager at Matís, are the interviewees in Matvælin this time, but earlier in the year they completed research on the utilization rate and chemical content of lamb and by-products.
The project was carried out by Matís and the marketing agency Íslenskt lambkjöt in close cooperation with production centers in both the north and the south. The project was launched so that it would be possible to provide new and reliable data to replace the 20-30 year old data that was normally relied on and had become obsolete. The lack of new and up-to-date data on utilization and nutritional value led to a high level of marketing efforts for lamb meat and side products both on the domestic and export markets.
It is both fun and informative to listen to these professionals talk about the issue that is clearly dear to them. The episode is available on all major podcasts, but you can also listen to it in the player below.