Bord Bia promotes Irish food and drink during worldwide celebrations

THE range and quality of Irish food and drink will be promoted around the world by Bord Bia this week as millions of people take part in traditional celebrations organised around St Patrick’s Day.

Bord Bia chief executive Aidan Cotter said: “This is a great opportunity to showcase the best of food and drink from Ireland the Food Island to new and existing customers,” he said.

An Irish farmers’ market at Covent Garden in London at the weekend had 40 Irish artisan and speciality producers selling their products to an estimated 70,000 consumers. An Irish beef steak bar was also featured. Minister of State John Browne attended.

In-store samplings will take place in 40 Tesco stores across Britain, while an Asda promotion will involve 400,000 packs of Irish beef.

Bord Bia was the main sponsor of the Ireland Netherlands Business Association (INBA) gala dinner in Amsterdam, over the weekend.

Food Minister Brendan Smith, who also opened the St Patrick’s Day celebrations in Utrecht on Saturday, said the Irish food and drinks sector has a proud tradition of supplying quality product to the Dutch market.

Predicting that this market will develop further, providing a valuable outlet for exports, he said this can only be achieved through continuing to build relationships with major retailers and distributors.

Promotions and tastings will also take place in Germany and Belgium and 60 Italian buyers and trade contacts will attend a dinner in Milan tomorrow at the invitation of Bord Bia, Enterprise Ireland and Tourism Ireland. Attorney General Rory Brady will be among the guests. As St Patrick’s Day coincides with the Easter festival, Irish lamb promotions are being organised with the Unicomm retail group.

In the United States, a series of promotions will be undertaken at retail level with key accounts in both the mid-west and tri-state areas. A total of 60 outlets will participate.

Bord Bia will host Irish suppliers and key customers at the Irish Economic Forum Dinner in Chicago on St Patrick’s night, which Minister of State Tom Parlon will attend.

A trade reception will take place in Moscow on Friday in association with the Irish Embassy. Some 350 guests including Russian authorities, embassy contacts, Russian meat and drinks importers and Bord Bia will attend.