Bord Bia drives new EU Pork and Beef promotion in Asia
Bord Bia has launched the South Korean phase of its new €3.9 million EU Pork and Beef campaign, building awareness of Ireland as a global supplier of high-quality, sustainably produced beef and pork.
18 June 2019
Bord Bia has launched the South Korean phase of its new €3.9 million EU Pork and Beef campaign, the objective of which is to build awareness of Ireland as a global supplier of high-quality, sustainably produced beef and pork.
The three-year campaign covers South Korea, Vietnam and the Philippines, and targets a combined population of 250 million people.
To launch the initiative, Bord Bia invited over 100 Korean food industry representatives to an EU Pork and Beef seminar in Seoul featuring presentations on Irish pork and beef production. These included top importers, distributors, wholesalers and influential chefs, as well as media with a combined reach of up to 4.2 million people.
Speaking at the event, the Minister for Agriculture, Food and the Marine, Michael Creed, said he was delighted to see Ireland at the helm of a promotional campaign aimed at raising awareness of European pork and beef as a high-quality product. “This project aims to build and strengthen awareness of the European Union’s high standards in the production of quality pork and beef – particularly from Ireland,” said Minister Creed. “It is strongly aligned with Food Wise 2025 – our plan for the Irish agri-food sector – which has international market development, built on customer and consumer led insights, as a key theme.”
Speaking in Korea, Tara McCarthy, Bord Bia chief executive, said that the campaign is recognition of Ireland as an exporting country with a strong history of promoting and supplying sustainably produced, quality beef and pork.
“This new campaign will be rolled out across the three market territories,” said McCarthy, “each of which will have a specific target audience, product focus and tailored promotional activities. Over the next three years, Bord Bia will target more than 500 key trade and decision makers and over 300,000 buyers will be accessible to our meat exporters at international trade shows.”
Ireland exported over 6,000 tonnes of pork to South Korea last year. The EU Pork and Beef trade-focused campaign will run for three years (2019- 2021) and will build awareness and understanding of food safety, quality assurance and sustainability of European beef and pork. The project will also see overseas trade representatives invited to visit Irish farms and production sites.