Irish beef finds favour with French consumers again
Bord Bia confirmed that it is currently promoting Irish beef in 12 Monoprix outlets in the Paris region, as the French import deficit widens due to consumption outstripping domestic production. Consumer tests are indicating that a significant majority of French consumers are rating Irish beef a quality product in terms of taste and tenderness.
Minister Coughlan said there are opportunities now on the French market for Irish beef. There had been a number of difficult years trying to get back into the market, particularly on the retail side.
“Bord Bia has carried out a lot of work in researching customers’ views and it has been very forthcoming, very good and very productive. It was on the basis of good market research, which is very important in France, that we have been able at long last to get our product on the supermarket shelves.”
Minister Coughlan said there is now a deficit of beef in the European community. Ireland provides a tremendous product and should be invigorated by the opportunities.
“We have a good quality product. We are proud of it and we are prepared to go with it and do our utmost to get into those markets,” she said.
Aidan Cotter, chief executive, Bord Bia, said France has been a challenging export market in recent years. Since 1996 only French beef has been sold in the retail sector but now with a beef deficit in France, French retailers are looking to Ireland for extra supplies.
“The decision-making process to stock Irish beef has taken time but the progress to date is positive. French retailers are very satisfied with Ireland’s quality and supply capability. They have visited, audited and tested at every level and are convinced about the high standard of product available.”
Mr Cotter said Irish beef exports to France in 2003 were 24,000 tonnes and while they are encouraged by current retailer interest, the full impact of these developments will not materialise until 2005 and beyond.
“Our goal is to re-establish Irish beef with the French retailers and to grow volumes to this sector in line with our overall strategy of increasing sales to premium outlets in Continental Europe,” he said.
Ten Irish companies are exhibiting at the SIAL exhibition under Bord Bia’s Ireland the Food Island banner. Over half of the 135,000 visitors to the exhibition will be French purchasing decision makers from the retail, foodservice and distribution sectors.
