Bord Bia launches campaign to highlight versatility of pork

Hotelier and TV personality Francis Brennan and celebrated Chef Catherine Fulvio launch Bord Bia’s campaign to highlight the versatility of Quality Assured Irish pork

One in five Irish consumers admit to ‘telling porkies’ when it comes to their culinary efforts! #TellingPorkies


Brand Central

20 January 2015

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With Ireland widely recognised as a nation of foodies and aspiring chefs, recent research* from Bord Bia has shown that some of us still have the odd kitchen mishap that we sneakily cover up, or indeed have dabbled in recipe plagiarism. The research further cements our reputation as a nation of storytellers, with one in five Irish consumers admitting to ‘telling porkies’ about a dish they claimed to have cooked, or a recipe they’ve declared as their own! This research coincides with the launch of the Bord Bia ‘Pork Deliciously Versatile’ campaign, currently running until Saturday, 31 January. The campaign highlights the ease of preparation, taste and versatility of Bord Bia Quality Assured pork for everyday and weekend meals and sees a new wave of pork recipes launched on the Bord Bia website to whet the appetite and inspire chefs of all levels.

The research also shows that traditional cooking methods and recipes such as roast pork with apple sauce (66%) and pork in marinade (63%) are still top choices for Irish consumers when it comes to preparing pork dishes.  However, the popularity of more contemporary cooking methods such as slow cooking (43%) and the 2014 pulled pork food craze has shown no sign of losing its appeal, with 53% saying it’s delicious and here to stay.

Speaking at the launch of the campaign, hotelier and TV personality Francis Brennan said: “I admit that I am guilty of telling a few porkies myself over the years and covering up the odd cooking disaster! Thankfully, Bord Bia’s website is a wonderful resource for recipes and inspiration to become more creative with pork and other dishes. I am looking forward to trying out some new pork recipes in the near future.”

Celebrated chef Catherine Fulvio also commented, “People often forget that pork can be a fantastic everyday meal option. There are so many quick and versatile ways to cook pork; it’s a great and economical meal solution that will appeal to the whole family. I encourage people to visit the Bord Bia website for some pork recipe ideas.”

Irish shoppers are spending €135 million on pork products annually, and 59% of those surveyed eat pork at least once a week. The most popular pork cuts with Irish consumers are pork chops (44% of sales), pork joints (22% of sales) and pork steak (18% of sales). (Source: Kantar Worldpanel – September 2014). Purchasing pork that carries the Bord Bia Quality Assurance mark is also high on the agenda for Irish consumers, with 82% stating that it is important to them that products carry the mark so that they know their food has been produced to the highest Bord Bia quality standards and can be traced back to the farm.

Teresa Brophy, Consumer and Trade Marketing manager at Bord Bia also said: “Our survey also indicates that there is a strong appetite among consumers for new meal ideas with 73% saying they are looking for new meal ideas or new flavour combinations.  That is why we are encouraging consumers to consider cooking pork and to try out some delicious new recipes on our website in 2015. Pork chops, steaks and joints are all versatile, easy to cook and ideal for everyday mealtimes as well as Sunday dinner.”

For a vast selection of traditional, contemporary and everyday pork recipes to suit all tastes, check out



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