There was some debate about what was the biggest draw at the Jam Lamb display at the 2008 Observer Food Awards: The Little Bo Peep ‘twins,’ or the freshly groomed, live lamb dubbed “Cassava”. But among the chefs from Jamaica’s top hotels and restaurants, there was little argument. It was the lamb. The one over the coals.

The Jamaica Sheep Farmers Association (JSFA), an arm of the Small Ruminant Cluster, has been working diligently to spread the word about the availability of top-quality, locally produced lamb. The awards provided another avenue for the group to show off their product and make contacts in the food industry. Chef Steve Sowa, executive chef of Half Moon Hotel, is enthusiastic about the local lamb. So enthusiastic, in fact, that he offered his services to the JSFA for the Food Awards. “It is an excellent product and our guests love it. It is tender and flavourful,” says Sowa, a champion of the “Eat what we grow – grow what we eat” campaign, and emphasises “that the hotel likes to use local products whenever possible”.

Executive Chefs Martin Maginley and Anthony Miller, of Round Hill and Grand Lido Braco respectively, have also been pleased with the quality of lamb and are regular customers of the JSFA.

The resorts are currently ordering a combined 200 kilos per week, and that number is expected to increase substantially during the winter tourist season.

After wowing guests at The Observer Food Awards, the association now boasts Cecile Levee of Wine With Me, Anil Sud of Jewel of India, Stefan Spath of Couples Negril, Christopher Hamilton of Hamilton Smoke House and Megamart as customers.

According to JSFA president Donnie Bunting, it is a win-win situation.

“We can provide them with a product that equals or exceeds the quality of the imported lamb, while Jamaican farmers are able to expand their market,” says Bunting.

The association is in negotiations with several other hotel chains including the Riu and Superclubs groups.

“We’re very pleased that the top hotels in Jamaica are recognising the quality of our product,” says Bunting. He along with other JSFA representatives have been criss-crossing the island in hopes of spreading the word and are optimistic about the future of the lamb industry in Jamaica.

According to a 2003 government study, an estimated 250,000 kilogrammes of lamb is imported to Jamaica each year. The JSFA is working to increase its role in this market, and feels that targeting establishments known for quality dining will help. The association offers three grades of lamb as well as lamb sausage to businesses and individual consumers.