Bord Bia survey shows Irish beef on 30% of Belgian restaurant menus

IRISH beef is featured on up to 30% of Belgian menus, according to a Bord Bia survey. The survey of 200 restaurants in Belgium revealed that 83% of chefs are familiar with Irish beef, with 41% having discovered the product via a wholesaler.

Irish beef has similar awareness levels to Argentinean beef, but is considerably ahead of Scottish, French, Brazilian and US beef.

Some 28% of restaurants surveyed serve Irish beef on a regular basis, while 10% serve Argentinean, 8% serve French beef and 4% serve Scottish.

Beef is a permanent fixture on menus for 89% of restaurants, witha further 9% choosing beef on a seasonal or occasional basis, making it by far the preferred meat offer on Belgian menus.

Noreen Lanigan, Bord Bia manager in Paris, said as is the case in most markets, the domestically produced product is the preferred choice for the majority of Belgian chefs at 59%, with Irish beef coming in second at 17%.

Around 50% of chefs surveyed said Irish beef is of superior quality to other beef origins, with 60% endorsing its premium price positioning saying it is more expensive but worth it, she said.

Ms Lanigan, writing in Bird Bia’s market monitor, said the field research was conducted by Synovate Belgium via telephone interviews in August- September.

“The survey confirms significant loyalty for Irish beef and identifies potential for future growth with current and non-users,” she said.


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