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Bord Bia Awarded €3m To Promote European Pork And Poultry In China And Mexico

Bord Bia has confirmed that it has been awarded €3.05 million towards a €3.82 million Bord Bia information and promotional campaign, promoting European pork and poultry over three years in China and Mexico.

The group outlined, that the campaign entitled European Pork and Poultry – Excellence in Quality Assurance and Food Safety, will commence in early 2020, targeting a combined population of 1.5 billion people across these two key import markets.

Expand Reach 

China is now Ireland’s second largest export market for pigmeat, with exports standing at over €93 million for the first eight months of the year (January to August).

However, the Irish sector currently does not have market access for poultry meat to China, which is expected to report a 83% import increase to 642,000 tonnes by the end of 2019, compared to the previous year.

"This campaign gives us the opportunity to broaden and deepen our promotional reach across a wider range of Chinese regions for pigmeat and grow awareness of our poultry production capabilities," said Tara McCarthy, Bord Bia CEO.

Bord Bia explained that the industry is at present working to achieve market access for Irish pigmeat to Mexico.

"In the Mexican market, the campaign activities will help to support and penetrate the third largest global export destination for pigmeat.”

The Minister for Agriculture, Food and the Marine, Michael Creed, has today welcomed the news: "The development of the Chinese and Mexican markets for European pigmeat and the Chinese market for European poultry is of the utmost importance in maintaining and growing these sectors in Ireland and in assuring a viable return for producers."

Campaign activities will include trade fairs, technical seminars, digital media, and PR, targeting trade professionals, market influencers, key decision makers and media

© 2019 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click sign-up to subscribe to Checkout.

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