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Bord Bia Marks St. Patrick’s Day By Celebrating Irish Brands Internationally

By Sarah O'Sullivan
Bord Bia Marks St. Patrick’s Day By Celebrating Irish Brands Internationally

Bord Bia is marking St. Patrick’s Day with a series of global events to showcase Irish food and drink to trade customers and consumers around the world.

Bord Bia will also highlight products through online marketing media campaigns, retail and restaurant promotions, in-store tastings, cookery demonstrations and on-the-ground Irish food festivals.

The overall aim of the campaign is to increase the global footprint of Ireland’s sustainable food and drink industry.


By leveraging the goodwill around St. Patrick’s Day, Bord Bia’s global efforts aim to drive growth strategy in established markets.

This week, Bord Bia has hosted food and drink companies at the Interorgan trade fair in Germany.


The event, for the hospitality and restaurant industry, took place in Hamburg from 8-12 March.

It also hosted companies at one of the world’s leading wine and spirits trade shows ProWein. The show took place in Düsseldorf from 10-12 March.

Both shows attracted over 100,000 visitors.

Other events taking place include a showcase at London’s St. Patrick’s Day consumer event in Trafalgar Square and a gathering of chefs in Tokyo to cook with Irish beef and lamb.

Italian chefs will also be cooking with Irish beef as part of a Taste of Ireland promotion and Bord Bia will promote Irish whiskey at the China Drinks Awards in Shanghai.


‘Invaluable Platform Of St. Patrick’s Day’

Speaking about the packed programme, chief executive of Bord Bia Jim O’Toole said the holiday offered Ireland a unique opportunity to celebrate Irish excellence on the global stage.

O’Toole said, “Through our network of offices around the world, Bord Bia has capitalised on the invaluable platform of St. Patrick’s Day to deliver high level business development meetings, targeted trade events and a series of impactful promotional campaigns across 12 countries.

“Global reach is important for attracting future customers of Ireland and for the long-term development of the food and drink industry.”

In 2023, Irish food and drinks exports reached over 187 countries around the world and were valued at €16.3 billion.

Read More: Bord Bia Launches 2024 International Trade Events Plan

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