This week’s visiting group, including media and influential food bloggers from Dubai, form part of a significant number of inward international media visits this year to demonstrate Ireland’s sustainable food production. The Origin Green immersive itinerary demonstrated how sustainability operates on farm, with retailers and among Irish food producers.

“The Middle East features strongly in the markets Identified as offering potential for growth as part of Bord Bia’s Market Prioritisation work to date,” according to Padraig Brennan, director of international markets at Bord Bia.

"Origin Green provides the proof-based platform to build the reputation of Irish food and drink products in the region and help grow the value of exports."

Media visits

More than 25 targeted trade and broadsheet media will have visited Ireland from continental Europe, Nordic markets and the UAE this year and, for the first time, Bord Bia will welcome international media from Japan, Korea and the USA.

Bord Bia is broadening its reach to international media across established and new markets, increasing the awareness of the Origin Green story, further building Ireland’s reputation as a producer of sustainable food.

Coverage aims to inform food buyers in global markets about the point of differentiation that Origin Green can give them as they respond to the challenge of meeting consumer demands for sustainably produced food.

In 2017, Origin Green editorial was reported in international trade and broadsheet print publications with a combined circulation of over 900,000 in print and online publications reaching over nine million unique visitors.