Department signs €3.75m contract with Bord Bia for beef and lamb promotion
The Department of Agriculture and Bord Bia have signed a contract for a campaign to promote beef and lamb in China, Japan and Hong Kong.
The total campaign spend over three years is valued at €3.75 million, comprising €3 million in EU funding and €750,000 in Bord Bia funding.
This week marks Bord Bia’s first major promotion under the programme with a strong presence planned at Foodex, a key food trade fair in Japan which attracts over 80,000 food buyers, importers, processors, retailers, restaurateurs and chefs.
The Business to Business (B-2-B) campaign will run for three years (2017-2019) and build awareness and understanding of food safety, quality assurance and sustainability of European grass-fed beef and lamb. According to Bord Bia, it will also underpin the introduction of EU beef and lamb to China.
Minister for Agriculture, Michael Creed said, “this is the first Irish programme approved under the new EU promotion regime.
"I am delighted to see EU recognition and financial support for an attractive industry programme to raise awareness among Chinese and Japanese consumers of the versatility and nutritional value of European beef and lamb.
"We can be proud of our quality, food safety, animal welfare and environmentally friendly production methods.
"Promotion campaigns such as this enable us to showcase these attributes on the European and world stages and I would welcome more such campaigns particularly as we aim to diversify into third Country markets such as those in the East”.