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Bord Bia Launches Major Irish Beef Campaign in Germany

17 March 2017

GERMANY - Bord Bia, the Irish Food Board, has announced that a major new campaign to support Irish beef exports to Germany was launched by the Minister for Agriculture, Food and the Marine, Michael Creed in Stuttgart this week.

The promotional campaign, valued at almost €1 million this year alone, will target in excess of 8 million German consumers. In 2016, Ireland exported 23,000 tonnes of beef to Germany, a doubling in volume since 2012 (from 11,500 tonnes), and according to Bord Bia this figure is expected to reach 30,000 tonnes by 2018.

Speaking from Stuttgart Minister Creed said, “I am delighted to launch Bord Bia's new Irish beef campaign for the German market, introducing Irish beef’s unique sustainability credentials to German consumers for the first time. Promotional campaigns such as this enable us to showcase Ireland as a provider of safe, quality and sustainably produced food.

Against the Brexit backdrop, identifying market opportunities, building awareness and securing business in a more diversified range of markets has never been more important to the future of our quality food production. My Department and Bord Bia are working closely with the agri-food sector to sustain and grow our market opportunities."

Meanwhile Tara McCarthy, Bord Bia’s Chief Executive, said that building on the recent strong export performance in this competitive environment requires a sustained marketing and promotional drive such as this campaign.

“Irish beef continues to perform in what is considered an important premium market, with beef exports rising to €142 million in 2016 from €92 million just four years ago. This campaign follows comprehensive consumer research in the German market and a highly encouraging performance by industry,” commented Ms McCarthy.

The launch event was hosted by Michelin-star chef, Claudio Urru, at his Restaurant 5 in Stuttgart. Attendees included meat buyers from retail chains and purchasers of Irish beef such as Kaufland and Edeka Südwest as well as a number of prominent chefs in Germany.

As part of the campaign planning, Bord Bia undertook qualitative and quantitative consumer research to gain a better understanding of German consumer attitudes to Irish beef. According to Donal Denvir, Bord Bia’s German Manager, “The research found that there is a huge interest among German consumers around the topics of food sustainability, origin and animal welfare. Ireland as a food producing nation was viewed favourably and the image of our food production system is one that is pure, green and natural where animals freely graze on green pastures.”

Bord Bia will undertake a five year multi-channel communications campaign across retail level in-store, in restaurants, online advertising, on social media, in print, and at various trade and consumer events. This year will see the campaign commence with five retail promotions in over 2,000 stores and a series of promotions with leading steak restaurant chains across 100 locations. In addition, Bord Bia will organise trade journalists visit Ireland to gain a first-hand experience and understanding of Irish beef. Consumers will be directed to a website where they can engage with Irish farmers on farming and Irish beef.

Selling Ireland’s green image, the campaign will also feature an ongoing communications programme around Bord Bia’s sustainability initiative, Origin Green. Since the inception of Origin Green, over 137,000 carbon assessments have been completed on Irish beef and dairy farms, or an average of 800 assessments per week. According to Bord Bia, over 37,000 individual improvement targets have been established for Irish beef farmers, and when completed, these targets could reduce greenhouse gas emissions by more than 7 per cent.

Irish Food and St. Patrick’s Day in Germany

Germany is Ireland’s sixth largest export market for food and drink and estimated to worth some €600 million. Irish dairy, beef and prepared foods are Ireland’s top food exports to Germany.

As part of Minister Creed’s visit to Germany, a week-long programme of trade activity is underway surrounding the St. Patrick’s Day festive period, which includes a high-level trade meetings, a networking event in the Irish Embassy in Berlin for over 400 people as well as receptions in Stuttgart and Cologne where guests will enjoy Irish beef.

Later this week, the Minister and Bord Bia will also meet with foodservice operator, Niggemann Food Frischemarkt, which imports Irish beef, lamb and dairy to discuss upcoming plans for the year ahead, including the promotion of Irish meat at two of the operator’s trade fairs aimed at chefs and premium restaurant and hotel owners.

TheCattleSite News Desk

Top image via Shutterstock



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