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Bord Bia Invests €1m In Beef Promotions To Support The Industry

By Donna Ahern
Bord Bia Invests €1m In Beef Promotions To Support The Industry

Bord Bia has announced a €1 million investment in beef marketing across key UK and EU markets this autumn.

Bord Bia noted that its autumn promotional activities this year will specifically spotlight Irish quality-assured steak in the UK, Germany, Italy and Belgium, with stewing cuts being the hero product in the Netherlands.

Consumer Advertising

Additional funding has been allocated to the campaign, to deliver a suite of both trade and consumer advertising, Bord Bia added.

Highlights include 110 prominent billboard advertisements across cities in the North Rhine-Westphalia region of Germany and 315 digital billboards near major retail parks in Belgium.


In Italy – in addition to 185 billboards – 127 trams and buses across Milan, Rome and Bologna will feature quality-assured Irish steak advertisements throughout October and November.

In the UK, Bord Bia is promoting Irish steaks with key retail partners, including an organic Irish beef promotion with a leading online retailer.

Rising Challenges 

Announcing the investment at the SIAL Paris trade show for the food sector, Michael Murphy, interim CEO of Bord Bia, highlighted, “Bord Bia is investing almost €1 million in beef promotions across Europe and the UK this autumn, in a concerted effort to meet the rising challenges of the marketplace and the cost-of-living crisis, which will impact consumer spending.”

Murphy said that the launch of the autumn campaign with key Italian customers will be reinforced by Minister for Agriculture, Food and the Marine Charlie McConalogue’s meetings with the Italian trade in Milan on Tuesday, following the Minister’s participation in the United Nation’s Food and Agriculture Organization (FAO) World Food Forum 2022, in Rome.



Bord Bia highlighted that Irish meat and dairy exporters are ‘back in force’ at the world’s largest food trade fair, SIAL, in Paris – the first year that the event has taken place since autumn 2018, due to Covid-19.

SIAL attracts over 7,000 exhibitors and 300,000 visitors, including key food and drink buyers from over 200 countries.

© 2022 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more fresh news, click here. Click sign up to subscribe to Checkout.

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