Speaking about the initiative, Aidan Cotter, Chief Executive of Bord Bia, said, “St Patrick`s Day provides Bord Bia and producers with a unique opportunity to showcase Irish food and drink. The goodwill towards all things Irish on our national day provides us with an invaluable opportunity to connect with potential new customers invited to embassy events, Irish community gatherings as well as maximising media interest surrounding the festival.

"These events and promotional campaigns allow us renew our links with friends of Ireland, tell the story of sustainable quality food production through our Origin Green initiative and secure loyal support for Irish food and drink.”

Bord Bia is aiming to build on the country's success in getting Irish beef into the US market by driving awareness among American consumers of the quality, safety and Origin Green sustainability of Irish beef. These initiatives will include famous Irish chefs Catherine Fulvio and Kevin Dundon cooking and presenting Irish beef on US Breakfast TV.

Moreover, the annual American Ireland Fund Dinner will have a distinctly Gaelic flavour this year with Irish beef making a return to the menu for the high profile event. Over 1,000 people are expected to attend the gala dinner.

In Paris, Bord Bia will host a media lunch to welcome the newest member to its Chefs Irish Beef Club. Christophe Schmitt is “sous-chef” in the Michelin Star Le Diane restaurant, located in the prestigious Fouquets Hotel on the Champs Elysées. The hotel – where James Joyce dined regularly when he lived in Paris - is now run by Irish General Manager Geraldine Dobey.

Further promotions are taking place in many other cities all over the world, including Dubai in the United Arab Emirates and Munich in Germany.

In Dubai Bord Bia is supporting the Irish food festival and is working in conjunction with Spinneys Supermarket on a customer facing promotion for Irish food hampers.

And in Munich, St Patrick’s Day parade visitors can enjoy a taste of Irish beef at some of the popular food stands. German consumers will also be encouraged to enter Bord Bia’s Irish beef promotional competitions to win Irish beef related prizes, such as luxury cooking accessories and vouchers. Throughout the weekend, Munich residents and visitors will be able to enjoy Irish beef steak in two of the largest Irish pubs in the city.

Promotions will also be taking place in countries such as Sweden, China, Spain, Belgium and Britain. The latter, Ireland's largest export market, will see Irish beef recipes featuring in national titles such as The Times, The Guardian and the influential Great British Chefs website over the festival period.

In anticipation of these promotions, Bord Bia has distributed produce to in excess of sixty Embassies and Consulates around the world to ensure that influential foreign guests attending official St. Patrick’s Day events experience the best of Irish produce and develop a taste for more.