Bord Bia launches first US consumer promotion of Irish beef

Kepak’s Celtic Beef

On-pack promotion gives consumers chance to win trip to Ireland


Brand Central

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3 March 2020

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Bord Bia has launched the first consumer promotion of Irish beef in the US to date, giving consumers the chance to win a trip to Ireland when they purchase Irish beef.

Launched on 24 February, the on-pack promotion is taking place in 17 Roche Bros supermarkets and will run until 16 March.

Exports of Irish beef to the US have been strong in recent years – 876 tonnes of beef were exported in 2017 and 956 tonnes the year after. In 2019, exports soared to 4,718 tonnes, valued at €19.45 million – a 428% increase on 2018 figures.

Irish beef is currently the only beef from Europe available for sale in US retailers.

“Since the US market opened for Irish beef in 2015, Bord Bia has been steadily building relationships between Irish beef suppliers and key trade customers in the US,” said Henry Horkan, manager, Bord Bia North America. “We are now leveraging these trade relationships to launch the first Irish beef promotion directed at US consumers. The purpose of the campaign is to increase sales of Irish beef across Roche Bros Supermarkets and create customer loyalty to Irish beef that will surpass the three-week duration of the campaign.

“The promotion will also raise awareness of the premium nature of Irish beef, sourced from Quality Assured farms, and fully traceable from farm to fork. In the longer term, this activity provides Bord Bia with an excellent platform to further grow the opportunity for Irish beef in the US retail channel, emphasising its marketability and strong consumer acceptance.”



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