€10m to be spent marketing Irish beef

A €10 million Bord Bia marketing initiative to grow sales of Irish beef in 8,000 retail outlets across nine countries in Europe was launched yesterday.

The three-year programme is a new phase of an ongoing strategy to build sales of Irish beef in Europe and to establish the ‘Irish Beef’ brand in the minds of consumers.

Agriculture and Food Minister Mary Coughlan launched the Board’s first ever pan-European campaign in Dublin.