The restaurant and foodservice market accounts for a third of all Irish beef exported to the continent and COVID-19 has had a drastic impact on year-to -year sales.
ADVERTISEMENT
Bord Bia has launched a campaign in Germany which will be rolled out to other European countries including Italy and Spain in a bid to reverse declining Irish steak sales.
The restaurant and foodservice market accounts for a third of all Irish beef exported to the continent and COVID-19 has had a drastic impact on year-to-year sales, with the volume of beef exported dropping by 15%.
While restaurants have reopened in some parts of Europe, the uncertainty of the impact of COVID-19 means that the food board are instead pushing steak sales in retail markets.
ADVERTISEMENT
Bord Bia acknowledged that steak only accounted for 13% of the carcass but pointed out that it commanded the highest price and equated to approximately 1/3 of the overall value of the entire carcass.
“Bord Bia has been working alongside key customers in our European markets to create a consumer-focused campaign that aims to provide a much-needed boost to Irish steak sales,” Bord Bia’s Global Business Development Director, Ailish Forde said.
“While retail demand for steaks remained buoyant over the summer months, we need to redouble our efforts to sustain and grow sales into autumn and winter.”
She said that plans were in place to further that campaign into 2021.
Register for free to read this story and our free stories.
This content is available to digital subscribers and loyalty code users only. Sign in to your account, use the code or subscribe to get unlimited access.
The reader loyalty code gives you full access to the site from when you enter it until the following Wednesday at 9pm. Find your unique code on the back page of Irish Country Living every week.
CODE ACCEPTED
You have full access to the site until next Wednesday at 9pm.
CODE NOT VALID
Please try again or contact support.
Bord Bia has launched a campaign in Germany which will be rolled out to other European countries including Italy and Spain in a bid to reverse declining Irish steak sales.
The restaurant and foodservice market accounts for a third of all Irish beef exported to the continent and COVID-19 has had a drastic impact on year-to-year sales, with the volume of beef exported dropping by 15%.
While restaurants have reopened in some parts of Europe, the uncertainty of the impact of COVID-19 means that the food board are instead pushing steak sales in retail markets.
Bord Bia acknowledged that steak only accounted for 13% of the carcass but pointed out that it commanded the highest price and equated to approximately 1/3 of the overall value of the entire carcass.
“Bord Bia has been working alongside key customers in our European markets to create a consumer-focused campaign that aims to provide a much-needed boost to Irish steak sales,” Bord Bia’s Global Business Development Director, Ailish Forde said.
“While retail demand for steaks remained buoyant over the summer months, we need to redouble our efforts to sustain and grow sales into autumn and winter.”
She said that plans were in place to further that campaign into 2021.
If you would like to speak to a member of our team, please call us on 01-4199525.
Link sent to your email address
We have sent an email to your address. Please click on the link in this email to reset your password. If you can't find it in your inbox, please check your spam folder. If you can't find the email, please call us on 01-4199525.
ENTER YOUR LOYALTY CODE:
The reader loyalty code gives you full access to the site from when you enter it until the following Wednesday at 9pm. Find your unique code on the back page of Irish Country Living every week.
SHARING OPTIONS