The Minister for Agriculture, Food and the Marine, Michael Creed, has welcomed the co-funding from the EU Commission towards a Bord Bia campaign promoting European meat in south-east Asia.
According to Agriland.ie, The EU Commission has awarded co-funding worth up to €3.16 towards Bord Bia’s €3.9 million information and promotional campaign for beef and pork over three years in the Philippines, South Korea, and Vietnam.
The campaign is called ‘European pork and beef - excellence in quality and production standards’, and it will commence in 2019.
The target countries of the Philippines, South Korea, and Vietnam have a joint population of 250 million people, a market identified by Bord Bia in it’s prioritising markets study.
The project aims to promote Europe’s high standard of pork and beef, particularly from Ireland, and to build new relationships with emerging markets.
“I am delighted to see the EU recognition and financial support for an attractive industry programme to raise awareness of European pork and beef as a high-quality product,” the Minister said.
He also commended the Irish meat industry for its positive input and collaboration in the co-funding of the national element of this programme.
“Securing this funding highlights the confidence in Ireland as a well-established exporter of quality, sustainably produced pork and beef,” said Tara McCarthy, CEO, Bord Bia.
“This campaign gives us the opportunity to broaden our promotional efforts at a time when expansion into international markets is becoming increasingly important.”
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.