DUBLIN: Bord Bia is flying all over the world this St Patrick’s Day to promote 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, Bord Bia will be putting Irish food to the forefront during this period. 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 €1m 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 30,000t by 2018. Nearly 130,000 people enjoyed a taste of Irish beef in Munich and London at the respective parades, both prominent markets for Irish product. The parade in Munich, the largest in continental Europe, welcomed some 35,000 visitors while residents in the city were also able to enjoy Irish steaks in two of the largest Irish pubs.