Sales of Irish beef soar in Italy

SALES of Irish beef are soaring in Italy, where Bord Bia yesterday launched a new advertising campaign.

Following an exceptional 95% increase in export figures for the first half of the year, Irish beef sales to Italy are expected to reach 35,000 tonnes in 2003 from 20,000 tonnes in 2002.

Peter McSweeney, manager of Bord Bia Milan, said the new advertising campaign is designed to capitalise on the positive response to Irish beef from Italian consumers in research earlier this year.