Lidl Ireland secures global exports of Irish beef worth €14 million in 2020
Retailer’s exclusive deal with Liffey Meats will see Bord Bia quality approved Irish beef exported to 17 countries around Europe and the USA
21 April 2020 | 0
Lidl Ireland and its exclusive beef supplier, Cavan-based Liffey Meats, have secured exports to the value of €14 million, an increase of 20% on 2019 figures, despite the ongoing challenges of Covid-19 and the uncertainty Brexit brings to the agricultural industry.
The deal will see 17 fresh and frozen Bord Bia Quality Assured products exported over the next 12 months to Lidl stores in the USA and around Europe; a welcome announcement as the beef industry has faced a turbulent 12 months.
Highlights include a quarter of a million burgers to be stocked in 3,200 stores across Germany along with two planned promotions for US stores this summer.
In 2017, Lidl was the first Irish retailer to facilitate a deal with its US counterparts that saw Irish beef labelled with the USDA seal of approval, which was secured after three years of engagement between Bord Bia and the USDA, on the shelves of Lidl stores. The USDA label guarantees US consumers that the claims of Bord Bia Quality Assured Irish beef are validated by their own national authority.
Ciaran Beirne of Liffey Meats described the development as “a game changer for our business”.
“We are extremely grateful to Lidl for the ongoing support and investment, particularly now in these unprecedented times,” Beirne said of their long-standing relationship. “We look forward bringing premium Irish grass-fed beef to consumers across the globe,” he added.
“Lidl Ireland has always been a significant exporter of Irish food and drink and a committed stakeholder in the Irish food industry,” said Tara McCarthy, CEO of Bord Bia. “‘This is an exceptionally challenging time for Irish suppliers and Irish farmers, so I am pleased to see Lidl’s tangible efforts to support the Irish beef industry and its continued commitment to sourcing Bord Bia Quality Assured Irish beef.”
John Paul Scally, managing director for Lidl Ireland & Northern Ireland, said that supporting and developing a local supplier network has always been a priority. “With our commitment and support,” said Scally, “they can strengthen their supply chains, build their capacity and workforce to supply not only the island of Ireland, but more than 18 countries across Europe and the U.S. with quality Irish beef.”