A major Irish beef promotion across 26 European countries has been launched by Lidl, with the supply contract valued at €10m.

This brings Lidl’s beef exports to more than €32m this year.

In Germany, Irish beef has sold out in two separate promotions.

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Following Ireland’s success at the World Steak Challenge in 2025, the promotion began in Lidl in the UK in March, and features Irish premium cuts including striploin, fillet, ribeye and sirloin sourced from Dawn Meats and Liffey Meats.

The products are available for a limited time in each market, concluding in Slovakia at the end of July.

Grass-fed Angus striploin

The campaign builds on Ireland winning the ‘World’s Best Steak’ title in 2025, when a grass-fed Angus striploin produced by Dawn Meats, in partnership with Lidl, took the top award.

Bord Bia has supported the rollout of the promotion through its network of international offices and local market teams in key beef export countries including Belgium, France, Italy, the Netherlands and the United Kingdom.

Kevin Duffy, Lidl Ireland chief commercial officer said: “We’re delighted to support our Irish beef suppliers, procuring more than €100m worth of beef annually from our long-standing supplier partners and supporting them in further growth by exporting €35m of that to international markets.

Global markets

“By working with Lidl Ireland, Irish suppliers have the opportunity to easily access global markets, showcasing the best, local produce worldwide. We’re very proud to be home to the ‘World’s Best Steak’ and provide world-class Irish produce at the best value on the market to Lidl shoppers near and far.”

Niall Browne, CEO of Dawn Meats said that winning the World’s Best Steak is fantastic recognition for Dawn Meats and for its farmer suppliers.

“We truly believe in the quality of Irish grass-fed beef, and this promotion is a great opportunity to bring that quality to more consumers across Europe.

"As a leading global meat company, our focus is on producing consistent quality, great-tasting, nutritious beef from sustainable sources and we are delighted to see this product being well received in homes and on barbecues across Europe this summer.”