Bord Bia introduces leading Middle East retailer, Spinneys, to Origin Green

Media and influential food bloggers from Dubai visited Kilowen Farm as part of Bord Bia’s introduction to Origin Green. L-R are Nicolas Dunne, Kilowen Farm: Deborah Rodgers, FoodeMag; Samantha Woods- FooDiva and Michael Hussey, Bord Bia

25 plus inward media visits planned for 2018, with international coverage of Bord Bia's Origin Green programme reaching a combined circulation of over 900 thousand in print and online publications reaching over 9 million unique visitors.

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Bord Bia introduced buyers from leading Middle East retailer Spinneys to Origin Green this week.

The buyers were travelling to Ireland as part of a trade visit to meet the producers who will feature in its in-store Christmas catalogue.

The group, including media and influential food bloggers from Dubai, forms part of a significant number of inward international media visits this year to demonstrate Ireland’s sustainable food production. The Origin Green  itinerary demonstrated how sustainability operates on farms, with retailers and among Irish food producers.

More than 25 targeted trade and broadsheet media will have visited Ireland from Continental Europe, Nordic markets and the UAE this year and, for the first time, Bord Bia will welcome international media from Japan, Korea and the USA.

According to the food board, this type of action is achieving several important aims. Through Bord Bia’s efforts to broaden its reach to international media across established and new markets, it is increasing the awareness of the Origin Green story and further building Ireland’s reputation as a producer of sustainable food.

In fact, last year, Origin Green editorial was reported in international trade and broadsheet print publications with a combined circulation of over 900 thousand in print and online publications reaching over 9 million unique visitors.

“The Middle East features strongly in the markets identified as offering potential for growth as part of Bord Bia’s market prioritisation work to date,” said Padraig Brennan, director of international markets at Bord Bia.

“Origin Green provides the proof-based platform to build the reputation of Irish food and drink products in the region and help grow the value of exports,” Brennan added.

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