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Bord Bia launches major Irish beef campaign in Germany

Featured Pictured (l-r) Michelin-star chef, Claudio Urru, Tara McCarthy, Bord Bia CEO, Minister for Agriculture, Food and the Marine, Michael Creed and Donal Denvir, Bord Bia’s German Market Manager. Pictured (l-r) Michelin-star chef, Claudio Urru, Tara McCarthy, Bord Bia CEO, Minister for Agriculture, Food and the Marine, Michael Creed and Donal Denvir, Bord Bia’s German Market Manager.

A major new Bord Bia campaign to support Irish beef exports to Germany was launched by the Minister for Agriculture, Food and the Marine, Michael Creed in Stuttgart. The promotional campaign, valued at almost €1 million this year alone, will target in excess of 8 million German consumers. In 2016, Ireland exported 23,000 tonnes of beef to Germany, a doubling in volume since 2012 (from 11,500 tonnes), and according to Bord Bia this figure is expected to reach 30,000 tonnes by 2018.

  Speaking from Stuttgart Minister Creed said: “I am delighted to launch Bord Bia’s new Irish beef campaign for the German market, introducing Irish beef’s unique sustainability credentials to German consumers for the first time. Promotional campaigns such as this enable us to showcase Ireland as a provider of safe, quality and sustainably produced food.

  “Against the Brexit backdrop, identifying market opportunities, building awareness and securing business in a more diversified range of markets has never been more important to the future of our quality food production.”

  Tara McCarthy, Bord Bia’s Chief Executive, said that building on the recent strong export performance in this competitive environment requires a sustained marketing and promotional drive such as this campaign. 

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