Bord Bia has announced that it has launched a series of meat promotion campaigns, worth €8 million, with the European Union in China this week.
The group, which represents food and drink producers, noted that the co-funded campaigns to promote meat from Europe will also build awareness of Ireland as a supplier of high-quality, safe, and sustainably produced beef, lamb, pork and poultry.
On Day One of the trade mission to China (Monday 15 May), Bord Bia hosted its first chef masters’ event, Sustainable European Meat from Ireland, in Beijing, bringing together the ‘top players in the Chinese foodservice sector’ for an expert showcase of how Irish beef and pork can be adapted to Chinese cuisine.
This will be followed by a trade seminar in Shanghai today (17 May), bringing together two of Bord Bia’s EU co-funded campaigns: European Beef and Lamb – Ireland, Working with Nature, and European Pork and Poultry: Excellence in Food Safety and Quality Assurance.
Important Trading Partner
The Minister for Agriculture, Food and the Marine, Charlie McConalogue, said, “China is a very important trading partner for the Irish agri-food sector, and we look forward to continually strengthening this trading relationship.
“It is fitting that the European Union has selected Ireland to showcase the best meat Europe has to offer, with the two EU campaigns for beef, pork, lamb and poultry.
“These events will involve key messaging on Ireland’s sustainably produced grass-fed beef and lamb and demonstrate Irish beef and pork’s suitably and adaptability to Chinese cuisine.”
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