Irish people all over the United States will be warming their shins this Christmas to a glowing turf fire from the midland bogs, courtesy of Bord na Mona.
Earlier in the year, the board offered its customers the opportunity to send a gift of turf to relatives in the States. There has been a huge demand for it.
For just under £30, the board offered to deliver bales of briquettes to anywhere in the States within three days. It offered another gift, a basket of turf, for just under £40.
The board set up a special free-phone line to help with marketing and the upshot has been an amazing demand for a turf fire from Stateside.
The marketing manager, Mr David Gleeson, said there had been inquiries from people living in Ireland and other parts of the world.
"We advertised in The Irish Times and because you people have an excellent website, we got inquiries from all over the world," he said.
"We had queries from . . . New Zealand, Australia, Europe and, of course, America. It was quite exciting," he said.
"This was a new idea and we have just dipped our toes into the water, so to speak. "We know now there is a demand, so we will be putting our leg into the water for St Patrick's Day," he added.
"We believe that as a gift idea, there is nothing more Irish than Irish turf with the possible exception of a pint of Guinness," he said.
"We do not see this as a way of selling turf for energy. We see it as a gift and this is a whole new marketing idea which is catching on. If you can sell an Irish breakfast in the US, why not sell Irish turf?" he asked.
However, David does know that there will be at least one of the board's customers using the briquettes for a fire, rather than as a decorative item.
A man from California called to order 20 bales of briquettes for his holiday home. When he heard full details of the offer, the man ordered 60 bales of the peat for heating.