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Supermarket Chain Runs 'First' Consumer Promotion Of Irish Beef In US

By Donna Ahern
Supermarket Chain Runs 'First' Consumer Promotion Of Irish Beef In US

Roche Bros. supermarkets and Bord Bia has launched the first consumer promotion of Irish beef in the USA to date, giving US consumers the chance to win a trip to Ireland when they purchase Irish beef.

Launched on Monday 24 of February, the on-pack promotion is taking place in 17 Roche Bros. supermarkets and will run until the 16 of March.

Based in Massachusetts, Roche Bros Supermarkets have are a chain of premium retailers and has stocked Kepak’s Celtic Beef brand of Irish beef in its stores since 2017.

Farm To Fork

Irish beef is being marketed just in time for St. Patrick’s Day, as hormone free, raised on Quality Assured family farms, with farm to table traceability, the group said.


"Since the US market opened for Irish beef in 2015, Bord Bia has been steadily building relationships between Irish beef suppliers and key trade customers in the US," said Henry Horkan, Bord Bia Manager for North America.

"We are now leveraging these trade relationships to launch the first Irish beef promotion directed at US consumers."

"The purpose of the campaign is to increase sales of Irish beef across Roche Bros Supermarkets and create customer loyalty to Irish beef that will surpass the three week duration of the campaign," he added.

Beef Market Access

According to Bord Bia in January 2015, Ireland became the first EU member state to be granted beef market access to the US in over 15 years, and five years later, Irish beef is still the only beef from Europe available for sale in US retailers.


In 2016, access was widened to include ‘Beef Intended for Grinding’ (BIFG).

In October, 2019 Kepak became the first ever European meat processor to be awarded United States Department of Agriculture (USDA) approval for the supply of beef burgers into the US market, Bord Bia said.

At the time of the announcement John Horgan, managing director, Kepak Group said that the move will see its Irish beef burger patties available in "pubs and restaurants from Monaghan to Manhattan and Massachusetts."

© 2020 Checkout – your source for the latest Irish retail news.  Article by Donna Ahern. Click sign-up to subscribe to Checkout.

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