Bord Bia launches Asian leg of EU beef, lamb and dairy promotions worth €8m

Bord Bia has launched the Asian leg of two EU co-funded campaigns promoting European beef, lamb and dairy products from Ireland in seven Asian markets. The launch comes as part of an ongoing trade mission to Southeast Asia led by Agriculture Secretary Charlie McConalogue. The campaigns are together worth 8 million euros and are as follows: “European Beef and Lamb – Ireland, Working with Nature” in Japan, China, South Korea and the USA worth 4.8 million euros. “European Dairy – Ireland, working with nature in Japan, Malaysia, Vietnam, Thailand and the Philippines worth €3.2 million. Launching the campaigns in Tokyo on Thursday morning, Minister McConalogue stressed that this was the Minister’s third-led trade mission to Japan since 2017, reaffirming Ireland’s commitment to investing in the region. Over 80 local buyers and stakeholders attended both events to learn more about Ireland’s performance as a supplier of high quality, sustainably produced beef, lamb and dairy. “As part of these campaigns, almost 2 million euros will be invested in advertising on the Japanese market. This is expected to result in growth of €11.6 million in Irish beef and lamb exports and €18.9 million growth in Irish milk exports to market – a significant achievement for the Irish meat and dairy sector,” said Minister McConalogue. The dairy campaign targets nearly 10,000 Asian dairy buyers, gives Irish dairy processors access to a further six Asian shows and sees 84 buyers and journalists from the five countries visiting Irish farms and processors over a three-year period. As part of the beef and lamb campaign, Bord Bia will host Irish beef and lamb exporters at a further three shows, host 12 trade seminars and three Chef Masters events and welcome 27 Japanese trade and media representatives to Ireland. In addition to these physical activities, the campaign will run a range of digital promotional activities such as: B. Website and social media, advertising and recipe video development. Declan Fennell, Bord Bia’s Senior EU Promotions Manager, who also attended the launch event in Tokyo today, added: “EU co-funded campaigns are an important vehicle to put Ireland on the global map as a food producer. A particular focus is on building new relationships between Irish exporters and local importers and distributors in the relevant market. “Taken together, they represent the largest investment to date in third country markets to promote Irish meat and dairy and builds on the investment started back in 2017 with the €3.75 million European Beef and Lamb – Excellence in Food Safety and Quality Assurance between 2017 and 2020.” Later in the week, Bord Bia will also introduce Irish dairy products to key trade buyers in Vietnam as part of the EU milk campaign. Minister of State for New Market Development Martin Heydon TD said: “The campaign is closely aligned with Food Vision 2030 – Ireland’s strategy for the agri-food sector for the coming decade, which aims to ensure that Ireland’s food, drink and and horticultural exports to reach 21 billion by 2030. Bord Bia launches Asian leg of EU beef, lamb and dairy promotions worth €8m

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