There was a time when St Patrick's Day was seen as the perfect excuse for Irish politicians to head for the four corners of the globe on the pretext of doing something or other in the national interest.
However, this year Bord Bia is taking the lead in the promotional stakes and using our national day to showcase Irish food, with events taking place from North America, to Dubai and onto China.
This year, building on from Ireland`s success in gaining access to the US, Irish chefs Catherine Fulvio and Kevin Dundon will be cooking and presenting Irish beef on US breakfast TV.
The annual American Ireland Fund Dinner will have a distinctly Gaelic flavour this evening with Irish beef making a return to the menu for the high-profile event, which attracts more than 1,000 guests.
In Paris, where chefs are stars in every sense of the word, Bord Bia will host a media lunch to welcome the newest member to its Chefs Irish Beef Club, Christophe Schmitt.
In Dubai Bord Bia is supporting the Irish food festival, while the marketing agency's Shanghai office is coordinating an Irish boarfish promotion with a chain of Chinese style 'hot pot' restaurants based in Chengdu.
Closer to home, in Britain a recipe-led Irish beef promotion has been launched featuring five 'perfect for St Patrick's Day' recipes on Bord Bia's Irish beef website, Facebook, Twitter and Pinterest accounts.
In addition, Irish beef recipes will feature in the British media and the influential Great British Chefs website over the festival period.
Events and promotions are also scheduled for Germany, Spain, Sweden and Belgium.
Maybe next year we'll keep the politicians at home and let the chefs do all that 'hard work' for us.