Bord Bia showcases feast of Irish food
Special events will highlight the range and quality of Irish food and drink to consumers, retailers and food service operators.
In-store tastings and product promotions will take place in 80 Tesco stores across Britain today with point-of-sale and merchandising material on display in a further 100 of the top Tesco stores.
Fifteen Irish food and drink suppliers are actively involved in this fourth year of St Patrick's Week promotions in Tesco.
In-store beef tastings in supermarket outlets throughout Belgium will include distribution of a Bord Bia recipe leaflet.
Top German food service supplier Frischer Paradies hosts a two-week Irish promotion in all seven of its outlets until March 27.
A new recipe leaflet entitled St Patrick's Day Treats containing six traditional favourites has also been published and translated into six languages Russian, Arabic, Chinese, Japanese, Italian and French.
Some 14,000 leaflets were distributed to all Irish embassies.
Bord Bia customers will attend media and embassy receptions in Milan, Madrid, Moscow, Beijing and Chicago at which Irish food and drink will be showcased.
Michael Duffy, chief executive, Bord Bia, said St Patrick's Day presents a valuable opportunity to promote Irish food and drink.
"Every year millions of Irish people come together throughout the world with their families and friends to celebrate St Patrick's Day.
"This is a great opportunity to showcase the best of food and drink from Ireland the Food Island to new and existing customers."
