Bord Bia is targeting younger Irish shoppers aged 25 to 44, encouraging them to purchase quality assured Irish beef through a new campaign by highlighting the taste, nutritional benefits and versatility of beef as an everyday meal option.

Beef sales in Ireland are down 4.3%, according to the latest retail data.

Additionally, Ireland exports up to 85% of its beef and some of these key export markets are currently experiencing more difficult trading conditions.

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Research commissioned by Bord Bia found that younger consumers can perceive beef as expensive or best suited to a weekend treat.

This new campaign aims to challenge these perceptions by demonstrating that beef can be a delicious, nutritious and convenient choice for any day of the week.

The campaign, titled ‘Because you deserve it’, focuses on mince, burgers and steaks, showcasing how Irish beef can be incorporated into simple and appealing midweek meals.

Supporting quality assured farmers

It also encourages consumers to actively look for the Bord Bia quality mark when purchasing beef to support quality assured farmers and producers.

“Bord Bia’s promotion and support for the Irish beef sector has strategically focused on overseas markets as over 85% of Irish beef is exported,” senior manager for meat and livestock at Bord Bia Joe Burke stated.

“The domestic market accounts for up to 15% of Irish beef sales and all major retailers sell quality assured beef.

“However, we have seen some challenges in the Irish market in recent months and we recognised an opportunity to increase our focus here to support demand for Irish beef.

“Through this campaign, we aim to re-engage younger shoppers and remind them of the quality, taste and versatility of Irish beef, while encouraging them to actively look for the Bord Bia quality mark when making their purchase.”