A major new Bord Bia campaign for supporting Irish beef exports to Germany was launched by the Minister for Agriculture Michael Creed in Stuttgart on Tuesday.

The promotional campaign, which is valued at almost €1m for this year, will target in excess of eight million German consumers.

Minister Creed is in Germany for a week-long programme of trade activity surrounding the St Patrick’s Day festive period.

Speaking at the launch, he said: “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. My Department and Bord Bia are working closely with the agri-food sector to sustain and grow our market opportunities.

“Promotional campaigns such as this enable us to showcase Ireland as a provider of safe, quality and sustainably produced food,” he said.

Beef exports double 2012 levels

In 2016, Ireland exported 23,000t of beef to Germany, a doubling in volume from 11,500t in 2012. Bord Bia expects this figure to reach 30,000t by 2018.

Tara McCarthy, Bord Bia’s chief executive, said: “Irish beef continues to perform in what is considered an important premium market, with beef exports rising to €142m in 2016 from €92m just four years ago. This campaign follows comprehensive consumer research in the German market and a highly encouraging performance by industry.”

The launch was attended by meat buyers from retail chains and purchasers of Irish beef such as Kaufland and Edeka Südwest.

Some of the campaign for this year includes retail and restaurant promotions.

Ireland’s food image

Consumer research found that there is a huge interest among German consumers around the topics of food sustainability, origin and animal welfare, Donal Denvir, Bord Bia’s German manager, said.

“Ireland, as a food-producing nation, was viewed favourably and the image of our food production system is one that is pure, green and natural where animals freely graze on green pastures.”

As part of Minister Creed’s visit to Germany, he will also meet with food-service operator, Niggemann Food Frischemarkt, which imports Irish beef, lamb and dairy to discuss upcoming plans for the year ahead, including the promotion of Irish meat at two of the operator’s trade fairs aimed at chefs and premium restaurant and hotel owners.

Read more

Irish beef exports in 2016 reached highest level in over 10 years

Beef the main Brexit worry – IFA