Irish beef exports to China are expected to reach 30,000t, Bord Bia chief executive Tara McCarthy has said. That would be worth €120m.

A new retail promotion deal for Irish beef with Chinese online retailer was agreed this week on a trade mission by Minister for Agriculture Michael Creed and Bord Bia. is China's second largest online platform with over 320m annual customers and the world's third largest internet company by revenue.

Trust in Irish beef

McCarthy said that as trust in Irish beef grows, the opportunities to supply new beef cuts and new products will grow.

“In this market, where the demand continues to grow, we are confident that China will become a major destination for Irish beef into the future, generating potential volumes of 25,000 to 30,000 tonnes,” she said.

“Bord Bia’s research, running in tandem with the market access strategy led by the minister and his Department, means that Bord Bia and its industry partners are ready for swift in-market execution on foot of this increased access,” she explained.

“We know that food safety and provenance are key consumption drivers in China, and Bord Bia’s Quality & Sustainability Assurance Schemes provide the government-approved standards required in this market to promote trust.”

The focus now is on building recognition of Quality Assured Irish Beef in China.

Minister for Agriculture Michael Creed and Bord Bia chief executive Tara McCarthy at the FHC Trade Show in Shanghai, China.

New deal

Bord Bia announced that there will be a series of future marketing initiatives aiming to raise awareness of Irish beef among chefs and consumers.

Wang Zhiqiang, general manager of meat and frozen food from, signed a memorandum of understanding with at the Embassy of Ireland, Beijing, with Bord Bia for the Double 12 promotion.

“We are delighted that Ireland has chosen us to launch their first country level promotion of Irish food," said Wang.

"JD’s Double 12 promotion campaign provides an excellent opportunity to fully support Irish beef and other food products, further expanding the range of quality food available to Chinese consumers.”

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