Bord Bia looks to beef up presence in Holland

THE Netherlands, the most important European export market for Irish beef after Britain, is being further targeted by Bord Bia, which yesterday launched a major promotional campaign in Amsterdam.

Food Minister Brendan Smith, who launched the campaign, said 1,115 Dutch supermarkets will participate in on-pack promotions, supported by a full range of specially developed point of sale materials.

Further promotion of the quality image of Irish beef will centre around the Chefs’ Irish Beef Club, established in 2004 in the Dutch, French and British markets. The club is proving a most effective way of securing media coverage in high-end consumer and trade magazines.