Bord Bia launches big drive for Irish lamb in France as beef exports boom
It hosted the Fête de la Viande or Meat Launch in Paris to mark the arrival of new season Irish lamb. The occasion also focussed on current developments of Irish beef within the French retail sector.
Bord Bia will promote Irish lamb with an on-pack promotional offer, for the first time, in more than 750 French supermarkets where consumers can avail of discounted hotel breaks in Ireland and France.
Instore tastings will also take place in French and Belgian hypermarkets over the summer months.
Food Minister Brendan Smith said as a major exporter of beef and lamb Ireland highly values the French market.
Lamb imports from Ireland increased from 31,000 tonnes in 2003 to 33,000 tonnes in 2004. This accounts for over 60% of total Irish exports.
IFA Sheep Committee chairman Larry Fallon said it was essential that farmer lamb prices remained strong for the month of June.
"Increased promotion combined with strong marketing from the factories must deliver a positive result for the Irish sheep sector in terms of strong lamb prices."
Meanwhile, the French market for Irish beef has progressed significantly this year and Bord Bia will intensify its promotional drive over the coming months. Due to a growing supply deficit, French beef imports increased by 20% on year previous levels with 24,000 tonnes sourced from Ireland.
Since autumn 2004, a number of French retail groups are beginning to list Irish beef, most notably in the recent contract signing between Liffey Meats and Intermarche.
This marked the first ever supply of a wholly Irish produced branded beef product to the retail shelf in France. Bord Bia is working with these groups to facilitate the increased distribution of Irish beef.
For the first two months of 2005, Irish beef exports to France at 5,000 tonnes have increased significantly. It is anticipated that Irish beef will grow its market share in 2005 to 28,000 tonnes.
