Bord Bia to invest more than €3.5m promoting Irish beef across Europe

Teun van Drie, Hoogvliet supermarket chain, and Margaret McCarthy, Bord Bia, launch an in-store promotion for Irish beef.

Bord Bia has intensified its promotion across Europe of Ireland’s Quality Assurance Scheme, which it says is of critical importance in accessing premium markets and underpinning the reputation of Irish beef among retail and foodservice customers.

This year, Bord Bia will invest over €3.5m promoting beef across the UK and Europe. Promotional activities include in-store promotions, tastings, national print and online competitions, on-pack branding, advertising, digital media campaigns, Chefs’ Irish Beef Club events, and inward buyer visits.

This week, Bord Bia launched a campaign in the Netherlands which includes a 400,000 on-pack promotion of Irish beef across 400 Dutch stores. The in-store activity will be supported by an online and broadcast campaign which will reach in excess of 11m Dutch consumers.

Bord Bia’s promotional plans for the UK and Germany are currently being finalised with the majority of activity planned for August through to November.

In the meantime, Bord Bia said it is important for farmers to differentiate between its Quality Assurance Scheme, the provisions of which have not changed, and the industry’s pricing mechanism namely the quality payment system, which contains its own additional provisions.


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