Bord Bia this week hosted a promotion of Irish beef and lamb in the Swiss Alps to a number of high-end chefs and Swiss media.

It highlighted the variety of Irish product available and its quality and sustainability. Switzerland is a small yet high-priced market where Irish food products are positioned at a premium level.

The event was the latest phase of Bord Bia’s exclusive Chefs Irish Beef Club (CIBC) forum. Established in 1994, it brings together some of Europe’s leading Michelin star chefs, who collectively endorse Irish beef. Today, there are almost 80 member chefs in seven markets including Belgium, Britain, France, Germany, Italy, Netherlands and Switzerland. There are 10 members in the Swiss chapter.

Declan Fennell of Bord Bia’s meat and livestock division said: “Switzerland is a prime destination for our higher-value meat cuts due to the high disposable income levels, the consumer demand for quality and a vibrant foodservice sector that is boosted by a year-round tourism industry.”