Irish beef ‘on sale in 10,000 outlets across Europe’

THE number of European countries where Irish beef is being promoted has risen from nine to 13, it was revealed at the ploughing championships.

Bord Bia also disclosed the number of retail outlets in Europe promoting Irish beef in store has grown from 8,000 to 10,000, with a potential reach of more than 100 million consumers.

Meanwhile, 38 retailers will participate in the final of Bord Bia’s pan-European beef promotion.

The volume of Irish beef exported to the European retail market has grown by about 100,000 tonnes to 245,000 tonnes since Bord Bia launched the promotion in 2005.

Bord Bia chief executive Aidan Cotter said Irish beef is distributed to more retailers in Europe than beef from any other country.

“This provides us with an ideal platform to develop the higher value and premium segments of the retail and food service market for Irish beef,” he said.

Mr Cotter said the European beef promotion has been instrumental in building the presence and reputation of Irish beef with consumers and trade.

“In order to support this significant sustained growth, we are now finalising plans with stakeholders on how we can build on the successful repositioning of Irish beef in the European marketplace as the final phase of our three-year campaign comes to an end.

“Securing our position and seeking higher returns from the market remain critical for the future of Irish beef production in the face of formidable competition from low-cost producers,” he said.