Bord Bia has launched its Chefs` Irish Beef Club (CIBC), in Dubai the first outside Europe, according to a statement it issued today (1 March).
At the launch of the United Arab Emirate's (UAE) chapter of the CIBC, Bord Boa's positioning of Irish beef as a premium product, received the stamp of approval from award-winning chef Reif Othman who was inducted as the chapters first member.
According to Othman, “I am delighted to receive this honour and look forward to working with Bord Bia and my CIBC colleagues to showcase the finest qualities of Irish beef. I have visited Ireland on a number of occasions and seen first-hand the care and attention that goes into producing beef. The quality of your beef is due to many factors, the environment, the attention to animal welfare and the lushness of the grass but above all the pride your people take in producing stress free beef.”
Speaking at the launch Michael Creed T.D. The Minister for Agriculture Food and the Marine outlined that the endorsement of the 'CIBC in legitimising the premium positioning of Irish beef was invaluable'.
Creed said, “One of Bord Bia`s key priorities in increasing the value of Irish beef exports is to establish it as a premium product. I would like to thank Reif and his colleagues in the Chefs` Irish Beef Club, perfectionists in their art, for legitimising our strategy.
The endorsement of our beef is a result of considerable investment by all partners in our beef industry, on farms, in plants and in marketing and promotion."
Reportedly, at todays event Chef Reif prepared a special beef dish with ingredients sourced from a number of Irish suppliers which included household brands such as Cooleeney Cheese, Galway Bay Seafoods, John Stone Beef, and Killowen Farm Yogurt. He was also awarded with a statue of the famous Tain Bó Cualigne - The Brown Bull of Cooley to mark the occasion.
© 2017 - Checkout Magazine by Donna Ahern