Bord Bia launches new beef campaign in Germany

Pictured l-r Michelin star chef, Claudio Urru, Tara McCarthy, Bord Bia's CEO, Minister for Agriculture Michael Creed and Donal Denvir, Bord Bia
Pictured l-r Michelin star chef, Claudio Urru, Tara McCarthy, Bord Bia's CEO, Minister for Agriculture Michael Creed and Donal Denvir, Bord Bia

A major new Bord Bia campaign to support Irish beef exports to Germany has been launched by the Minister for Agriculture, Food and the Marine, Michael Creed in Stuttgart.

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15 March 2017 | 0

A campaign to support Irish beef exports to Germany has been launched by Bord Bia and the Minister for Agriculture, Food and the Marine, Michael Creed. The promotional campaign, valued at almost €1 million this year alone, will target in excess of 8 million German consumers. In 2016, Ireland exported 23,000 tonnes of beef to Germany, a doubling in volume since 2012 (from 11,500 tonnes), and according to Bord Bia this figure is expected to reach 30,000 tonnes by 2018.

Speaking from Stuttgart, Minister Creed said he was delighted to launch the new campaign. “Irish beef’s unique sustainability credentials to German consumers for the first time,” the Minister said. “Promotional campaigns such as this enable us to showcase Ireland as a provider of safe, quality and sustainably-produced food.

 “Against the Brexit backdrop,” he continued, “identifying market opportunities, building awareness and securing business in a more diversified range of markets has never been more important to the future of our quality food production. My department and Bord Bia are working closely with the agri-food sector to sustain and grow our market opportunities.”

The launch event was hosted by Michelin-star chef, Claudio Urru, at his Restaurant 5 in Stuttgart. Attendees included meat buyers from retail chains and purchasers of Irish beef such as Kaufland and Edeka Südwest as well as a number of prominent chefs in Germany.

 

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