A new EU Pork and Beef campaign has been launched with the help Irish industry bodies in Seoul, South Korea this week.
The aim of the campaign is to promote Ireland as a supplier of high-quality, sustainably produced beef and pork.
The campaign, organised by Bord Bia, will last for three years and will reach people in South Korea, Vietnam and the Philippines.
With a combined population of 250 million people, the group said that these are priority markets for Ireland’s meat exports.
The Months Ahead
During the campaign, Bord Bia will target more than 500 key trade and decision makers and invite 90 overseas trade representatives to visit Irish farms and processors, according to Bord Bia chief executive Tara McCarthy.
“In the months ahead, we will continue to work hard to position Irish companies as reliable suppliers of quality food and drink to the Korean market which, in turn, will lay strong foundations for our exporters once beef access is achieved,” said McCarthy.
South Korea, Vietnam and the Philippines have increased their beef import demand by 44% in the past decade, and the countries currently demand 1.57 million tonnes.
The demand for pork increased by nearly 1 million tonnes in the last decade, and the countries currently demand 2.62 million tonnes.
South Korea imported over 6,000 tonnes of pig meat from Ireland last year.
“Looking ahead, the market prospects remain positive for Irish and EU meat exporters, with strong import demand expected to continue,” McCarthy said.
Minister for Agriculture, Food and the Marine, Michael Creed, said that his Department prioritises South Korea’s access to Irish beef.
“This project aims to build and strengthen awareness of the European Union’s high standards in the production of quality pork and beef – particularly those from Ireland,” said Creed.
“It is strongly aligned with Food Wise 2025 – our plan for the Irish agri-food sector – which has international market development, built on customer and consumer-led insights, as a key theme.”
© 2019 Checkout – your source for the latest Irish retail news. Article by Libby Seline. Click sign-up to subscribe to Checkout.