SWITZERLAND - Irish Food marketing body, Bord Bia recently hosted a two-day promotional event in Flims, a town located in the Swiss Alps focused on the promoting Irish beef and lamb to a number of high-end chefs and local Swiss media.
The workshop-based event included a presentation on the variety of Irish product available on the Swiss market and attendees were briefed on the quality and sustainability credentials of Irish beef and lamb, according to Declan Fennell from the Meat and Livestock Division of Bord Bia.
As one of the wealthiest countries in the world, Switzerland’s affluent population boasts an impressive appetite and spending power for luxury, high quality goods. According to IGD data, the average food spend per capita in Switzerland is €5,549.45 per annum, compared to the European average of €2,014.26 per annum.
Given the nature of this small yet high-priced market, Irish food products are positioned at a premium level. Ireland’s food and drink exports to the market amounted to €39 million in 2013. Exports were dominated by beef (46 per cent), sheepmeat (22 per cent) and beverages (21 per cent).
Over the last five years, Irish beef have increase threefold, from €5.1 million in 2009 to €18.9 million in 2013.
This event marks the latest phase of Bord Bia’s Chefs Irish Beef Club (CIBC) promotional activities. Established by Bord Bia in 1994, the CIBC is an exclusive international forum which brings together some of Europe’s leading Michelin Star chefs who collectively endorse Irish beef.
The Club sees award-winning chefs give pride of place to Irish beef by serving it in their restaurants, some of the finest dining establishments in Europe. Today, there are almost eighty member chefs who are spread across seven markets, including Belgium, Britain, France, Germany, Italy, Netherlands and Switzerland.
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