Bord Bia has been awarded European Commission funding of €2.77m for a new campaign that will market European beef and lamb in China, Japan and Singapore.
The campaign, entitled sustainable European beef and lamb – trusted tradition, technical excellence, is due to commence in late 2025.
It will see funding of €2.77m coming from the EU and €690,000 from Bord Bia.
The campaign will promote sustainable European beef and lamb over the next three years in China, Japan and Singapore.
The Department of Agriculture said the objectives of the programme are to develop increased awareness of the high safety and quality standards of EU beef and lamb, as well as their attributes as natural, nutritional and sustainable products.
The campaign will highlight the specific features of beef and lamb production methods within the EU and the programmes at farm and processing levels which verify the sustainability and quality of these products, the Department added.
Minister for Agriculture Martin Heydon said this campaign will provide a marketing edge for EU beef and lamb exports to capitalise on the significant market opportunities in these countries.
Also welcoming the announcement, Minister of State Noel Grealish said the campaign will help to grow more markets at a time of uncertainty.
“With current market uncertainty, the importance of on-going market diversification into these key markets cannot be understated.
“Growing the presence of EU beef and lamb in China, Japan and Singapore will benefit the sector and this targeted campaign will help develop that growth, while also promoting the nutritional value and sustainability of EU beef and lamb,” he said.
Bord Bia has been awarded European Commission funding of €2.77m for a new campaign that will market European beef and lamb in China, Japan and Singapore.
The campaign, entitled sustainable European beef and lamb – trusted tradition, technical excellence, is due to commence in late 2025.
It will see funding of €2.77m coming from the EU and €690,000 from Bord Bia.
The campaign will promote sustainable European beef and lamb over the next three years in China, Japan and Singapore.
The Department of Agriculture said the objectives of the programme are to develop increased awareness of the high safety and quality standards of EU beef and lamb, as well as their attributes as natural, nutritional and sustainable products.
The campaign will highlight the specific features of beef and lamb production methods within the EU and the programmes at farm and processing levels which verify the sustainability and quality of these products, the Department added.
Minister for Agriculture Martin Heydon said this campaign will provide a marketing edge for EU beef and lamb exports to capitalise on the significant market opportunities in these countries.
Also welcoming the announcement, Minister of State Noel Grealish said the campaign will help to grow more markets at a time of uncertainty.
“With current market uncertainty, the importance of on-going market diversification into these key markets cannot be understated.
“Growing the presence of EU beef and lamb in China, Japan and Singapore will benefit the sector and this targeted campaign will help develop that growth, while also promoting the nutritional value and sustainability of EU beef and lamb,” he said.
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