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.