Bord Bia capitalises on goodwill of St Patrick’s Day events

Bord Bia is capitalising on today’s global focus on all things Irish by hosting 65 global food promotion activities aimed at consumers, retailers, trade and food service operators.

Bord Bia’s 13 offices overseas will drive the promotion of Irish food via a series of business development and consumer initiatives. 

All social media promotions will use the #Irishfood tag, tied into St Patrick’s Day events ‘from Stuttgart to Shanghai’.

Tara McCarthy, Bord Bia CEO, said: “St Patrick’s Day provides the Irish food and drink industry and Bord Bia with a real business opportunity to highlight our export credentials on a scale unmatched by the national day of any other country.

“Now more than ever, in the context of Brexit, we are capitalising on this opportunity to run key business development meetings and campaigns to engage with new and existing customers. 

“We will also be undertaking targeted retail promotions in 400 stores from Japan to France aimed at introducing overseas consumers to the taste of Irish food.”

Trade meetings, tastings, media events, advertising and social media are just some of the other export building activities Bord Bia is undertaking across cities in over 20 countries. 

From Michelin star chefs to some of Europe’s biggest retailers, the business of Irish food will be to the forefront.

In France, Bord Bia is to host an Irish beef promotion across 140 Monoprix stores, a chain that buys €4m worth of Irish beef. 

Promotions are also planned for other French retailers. 

Similar trade events are taking place in the Netherlands, Spain, Korea, Denmark and other target markets.

Meanwhile, Agriculture Minister Michael Creed will meet key EU member states to discuss post-Brexit strategies over the coming days. 

Having already met Spanish, Estonian and Maltese agriculture ministers, he will meet colleagues from Germany, Netherlands and Denmark.

Mr Creed said: “One thing I believe we all have in common is that we face a very negative impact on trade. While Ireland is particularly exposed in this regard, because of the scale of our engagement with the UK market, these member states also have a significant trading relationship with the UK. 

“I intend therefore to explore the scope for a common approach in this area, with a view to ensuring that the interests of the agri-food sector are placed at the top of the European agenda in the negotiations.”


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