Bord Bia makes beef push in Germany against Brexit backdrop
A major new Bord Bia campaign to support Irish beef exports to Germany was launched by the Minister for Agriculture, Food and the Marine, Michael Creed in Stuttgart today.
The promotional campaign, valued at almost €1 million this year alone, will target in excess of 8 million German consumers.
In 2016, Ireland exported 23,000 tonnes of beef to Germany, a doubling in volume since 2012 (from 11,500 tonnes), and according to Bord Bia this figure is expected to reach 30,000 tonnes by 2018.
The launch event was hosted by Michelin-star chef, Claudio Urru, at his Restaurant 5 in Stuttgart.
Attendees included meat buyers from retail chains and purchasers of Irish beef such as Kaufland and Edeka Südwest as well as a number of prominent chefs in Germany.
As part of the campaign planning, Bord Bia undertook qualitative and quantitative consumer research to gain a better understanding of German consumer attitudes to Irish beef.
According to Donal Denvir, Bord Bia’s German Manager, “The research found that there is a huge interest among German consumers around the topics of food sustainability, origin and animal welfare. Ireland as a food producing nation was viewed favourably and the image of our food production system is one that is pure, green and natural where animals freely graze on green pastures.”
Bord Bia will undertake a five year multi-channel communications campaign across retail level in-store, in restaurants, online advertising, on social media, in print, and at various trade and consumer events.