USDA gives seal of approval to Irish beef marketing claims
This will allow Irish beef exporters and Bord Bia to promote the unique qualities of Irish beef to US consumers. The USDA seal of approval has been given to the claims that Irish beef is:
This approval is the culmination of three years of engagement with the USDA. The decision ensures that Quality Assured Irish beef exported to the US can now carry the USDA shield. This mark provides a further guarantee to US buyers and consumers that the natural credentials of Irish beef have been validated by their own national authority.
Bord Bia CEO Tara McCarthy said that “this achievement is reward for the considerable effort involved in pursuing an application through the USDA Process Verified Programme and will reinforce Bord Bia’s beef marketing strategy in the US.” Bord Bia’s New York office is targeting beef buyers for inward visits to Ireland and will also increase its presence at trade shows in its promotional drive for Irish beef.
Over the coming months, Bord Bia’s lamb promotional campaign is seeking to highlight the product’s unique flavour and versatility, coinciding with peak supplies. On the home market, a television advertisement, featuring Lochlann O’Mearain, is explaining why Quality Assured lamb tastes so good. The Q-mark lamb TV commercial was aired throughout June, and will be repeated in October.
In addition to Bord Bia activity on the Irish market, an EU co-funded programme is helping to grow consumer awareness of lamb across important export markets including France, the UK, Germany, Belgium and Denmark.
This “Lamb - Tasty, Easy, Fun” campaign will place a strong emphasis on digital media to encourage more 25- to 45-year-old shoppers into the category. Research shows that members of this demographic receive 41% of their daily advertising exposure online, compared to just 5% from print media.
One of the planned initiatives is a “Lamb on Wednesdays” advert, promoted via display and native advertising, social platforms and search engine optimisation.
The campaign seeks to communicate the virtues of European lamb: naturally tender and succulent, as well as quick and easy to prepare. For more information, visit www.tastyeasylamb.ie.
Bord Bia recently organised a culinary competition for food bloggers, in conjunction with the Chefs’ Irish Beef Club (CIBC) at the Irish Embassy in Bern, Switzerland. The three finalists were selected by CIBC members from a large entry of Swiss food bloggers who had submitted their innovative Irish beef recipe ideas.
The jury of eight CIBC members were tasked with deciding the best Irish beef dish according to criteria such as flavour, dish creativity and cooking skill.
Bord Bia was delighted to award first prize of a Big Green Egg grill to Christian Franck from Food Freaks blog. His delicious recipe using Irish ribeye can be seen at the following link: www.foodfreaks.ch/rezept-irish-beef-melone-aubergine/.
Bord Bia promotion of Irish beef exports to Switzerland covers a large range of activities including market intelligence, retail promotions and food service events.
This small yet lucrative market provided export revenues in 2016 of €22m for Irish beef and €12m for Irish lamb, which represented increases of 16% and 22%, respectively, on the previous year.
The food blogger contest is an ideal format to complement the endorsement of Irish beef by leading Swiss Chefs in the CIBC. It achieves extensive coverage on social media while increasing our reach to Swiss consumers, food gourmets and journalists.
Bord Bia recently undertook extensive market research into the pork market in Japan. The Japanese market was the largest global importer of pigmeat until China overtook it during 2016.
Farm succession is a major problem affecting Japanese pigmeat production, with the number of pig farm holdings falling by 96% over the last 30 years to 4,800 holdings in 2016.
To protect the local pigmeat industry against competitive imports, a gate price system was introduced by the Japanese government back in the 1950s.
Currently, local pig producer prices are averaging 460 yen/kg, equivalent to around €3.73/kg carcase weight, reflecting the continued decline in self-sufficiency rates from 97% back in the 1970s to 52% in 2016. The gate price system is currently under review in the Free Trade Agreement discussions between Europe and Japan. These talks are expected to be finalised in the coming weeks. Tariffs are likely to be lowered significantly for meat cuts such as loins and bellies which are typically imported by this market.
Congratulations to Colette Power from Co Kilkenny who was the winner for May in Bord Bia’s Origin Green photography competition. Colette’s winning photo shows first-cut silage being harvested in the scenic Irish countryside.
This competition is being run in conjunction with Macra na Feirme, to help raise awareness of the natural beauty and sustainable practices on Irish farms. Each month throughout 2017, the winning entry will receive a €200 gift voucher. An overall winner will be selected at the end of the year for a €1,000 prize.
Competition entries can be made instantly on Twitter using the tag and hashtags: @MacraNaFeirme #OriginGreen #ItStartsHere.
Alternatively, photos can be emailed to firstname.lastname@example.org, with subject line “Photo competition, Origin Green It Starts Here”. Rules of the competition can be found on: www.macra.ie/origingreen.