Bord Bia has announced a €1m investment in beef marketing across key UK and EU markets this autumn to support the sector faced with increasingly difficult trading conditions.
Bord Bia’s autumn promotional activities this year will specifically spotlight Irish quality assured steak in the UK, Germany, Italy and Belgium; with stewing cuts being the hero product in the Netherlands.
Additional funding has been allocated to the campaign to deliver a suite of both trade and consumer advertising In the UK, Bord Bia is promoting Irish steaks with key retail partners, including an organic Irish beef promotion with a leading online retailer.
Announcing the investment at the SIAL Paris trade show for the food sector, Bord Bia Interim CEO Michael Murphy said, “Bord Bia is investing almost one million euro in beef promotions across Europe and the UK this autumn in a concerted effort to meet the rising challenges of the market place and the cost of living crisis, which will impact consumer spending.
'During the summer, Bord Bia made the decision to enhance its regular autumn promotions in Europe to coincide with the peak in cattle slaughter in Ireland. We are conscious of the challenges faced by farmers and we believe this suite of promotional activities across key European countries and the UK will enhance sales of Irish beef steaks across markets.”
He said the launch of the autumn campaign with key Italian customers will be reinforced by the Minister for Agriculture, Food and the Marine, Charlie McConalogue’s meetings with the Italian trade in Milan on Tuesday, following the Minister’s participation in the United Nation’s Food and Agriculture Organisation (FA0) World Food Forum 2022 in Rome.
Irish meat and dairy exporters are back in force at the world’s largest food trade fair, SIAL in Paris, the first year the event has taken place since autumn 2018 due to Covid-19. SIAL attracts over 7,000 exhibitors and 300,000 visitors, including key food and drink buyers from over 200 countries.