Bord Bia today detailed its ongoing plans to showcase Irish food and drink to a global audience as the world prepares to celebrate St. Patrick’s Day and everything Irish.
Bord Bia is maximising the opportunity, through its network of 13 overseas offices, to promote Irish food with a series of business development and consumer initiatives. From Stuttgart to Shanghai, Bord Bia has scheduled over 65 marketing activities aimed at consumers, retailers, trade and foodservice operators. Irish food and drink is currently enjoyed in 180 markets around the world and exports reached over €11 billion for the first time in 2016.
Tara McCarthy, Bord Bia’s Chief Executive emphasized the importance of the celebration to the Irish food industry stating, “St. Patrick’s Day provides the Irish food and drink industry and Bord Bia with a real business opportunity to highlight our export credentials on a scale unmatched by the national day of any other country. Now more than ever, in the context of Brexit, we are capitalising on this opportunity to deliver key business development meetings, events and campaigns that allow us engage with new and existing customers. We will also be undertaking targeted retail promotions in some 400 stores from Japan to France over the period aimed at introducing overseas consumers to the taste of Irish food.”
Trade meetings, retail promotions tastings, media events, advertising and social media are just some of the other export building activities Bord Bia is undertaking across cities in over 20 countries. From Michelin star chefs to some of the biggest retailers in Europe, the business of Irish food will be to the forefront during this period.
The Business of Irish Beef to the Fore in Europe
Irish beef forms a focus for Bord Bia’s retail and consumer engagement across some key export markets. The German, French, UK and Dutch markets will all intensify their Irish beef marketing activities for the duration of the festive period targeting major retailers, shoppers and media.
This week saw Bord Bia launch a new consumer campaign worth nearly €1 million for Irish beef in Germany that will see Bord Bia partner with retail chains and restaurants. Irish beef continues to perform strongly in Germany with exports expected to reach 30,000 tonnes by 2018. The Minister for Agriculture, Food and the Marine, Michael Creed, was on hand to launch the timely campaign. As part of the Minister’s visit to Germany, a week-long programme of trade activity is underway which included a meeting with foodservice operator, Niggemann Food Frischemarkt, a substantial importer of Irish beef, lamb and dairy, to discuss upcoming promotions of Irish meat. Other activity consisted of a high-level meeting with the Hard Rock Café in Munich, a networking event in the Irish Embassy in Berlin for over 400 people as well as receptions in Stuttgart and Cologne where guests enjoyed Irish beef.
Article Published: 16/03/2017