Barraí Mescail investigates a relatively new but lucrative alternative in the Irish agricultural sector.

Deer farming in Ireland was pioneered by Galtee Deer Care in Mitchelstown, Co. Cork. They concentrated on two sides of the business: stock breeding and venison, mainly for the European export market.

In this RTÉ News report, Barraí Mescail visits the annual World Deer Congress, where former Euro agricultural commissioner Ray MacSharry tells him that farmers have to look at alternative enterprises, such as agritourism and cheese-making, and he considers deer farming to be one of the best. Franco Milano, deputy director general of the European Commission agrees:

I think that this kind of intiative is one of the best, especially for regions like this one and other developing regions in the European Union.

An RTÉ News report from 7 August 1995.