Bord Bia has launched a campaign valued at almost €1 million this year alone to support Irish beef exports to Germany, in Stuttgart today (15 March), according to a recent statement.
Reportedly, the promotional campaign by Michael Creed, Minister for Agriculture, Food and the Marine, will target in excess of eight million German consumers.
Speaking from Stuttgart Minister Creed said, “I am delighted to launch Bord Bia's new Irish beef campaign for the German market, introducing Irish beef’s unique sustainability credentials to German consumers for the first time. Promotional campaigns such as this enable us to showcase Ireland as a provider of safe, quality and sustainably produced food."
Germany is Ireland’s sixth largest export market for food and drink and estimated to worth some €600 million. Bord Bia outlined that in 2016, Ireland exported 23,000 tonnes of beef to Germany, a doubling in volume since 2012 and is aiming to reach a figure of 30,000 tonnes by 2018.
According to Tara McCarthy, chief executive, Bord Bia, “Irish beef continues to perform in what is considered an important premium market, with beef exports rising to €142 million in 2016 from €92 million just four years ago. This campaign follows comprehensive consumer research in the German market and a highly encouraging performance by industry."
As part of Minister Creed’s visit to Germany, a week-long programme of trade activity is underway surrounding the St. Patrick’s Day festive period.
© 2017 - Checkout Magazine by Donna Ahern