Exports of premium quality Irish beef surpass targets
Bord Bia’s French office this week launches its latest Chefs’ Irish Beef Club recipe booklet, which has been endorsed and supported by 11 prestigious beef club members. Created by Bord Bia in 2004, the club is an exclusive European forum which brings together some of the world’s leading Michelin Star chefs to collectively endorse the high quality of Irish beef by serving it in the finest restaurants across the Continent.
The result has been an increased presence of Irish beef on Michelin Star menus. Some 1.5 million copies of the new recipe booklet will be distributed to French consumers through key magazines and regional newspapers.
Bord Bia’s French-based meat specialist Bernadette Byrne said: “In 2009 Ireland exported 54,000 tonnes of beef to the French market, valued at €152 million. Increasing the awareness of Irish beef and lamb is fundamental in maintaining a viable future for our meat industry in an increasingly competitive market.
“The Chefs’ Irish Beef Club recipe booklet campaign, through the endorsement of some of France’s top Michelin star chefs, will communicate the quality of premium Irish beef to discerning French consumers and consolidate our premium positioning.”
Earlier this year, Dutchman and former Ballymaloe chef, Michel van der Kroft, became the 40th member of the Chefs Irish Beef Club and the 17th Dutch member. Since 2008, a total of over 2.6 million Chefs’ Irish Beef Club recipe booklets have been circulated in major lifestyle and cooking magazines in the Netherlands.
Declan Fennell, Bord Bia’s manager in The Netherlands, said: “Initiatives like these are essential to the image, reputation and increased sales of Irish products in the Netherlands and across Europe. Irish beef is sold by more than 15 retailers in The Netherlands, responsible for 70% of the retail market. In 2009, Ireland exported in excess of 40,000 tonnes of beef, valued at €129m.”
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