Bord Bia Launches an Irish Beef Promotion With German Steakhouse

 Breaking News
  • Scottish Food and Drink Exports Hit Record £6 Billion Overseas Scottish food and drink exports were worth approximately £6 billion in 2017 – almost £570 million more than 2016. Food exports were valued at about £1.6 billion – a rise of 15% (£214 million) during the same period. Exports of food to Europe were worth £1.1 billion after an increase of 13%, or £125 [...]...
  • UK Casual Dining Contraction is Independents’ Opportunity With casual dining brands closing sites and scaling back expansion in the UK, well-run independent operators have an opportunity to take back market share, says buying specialist Lynx Purchasing. Operators who do their homework on the eating-out market, including implementing strong buying disciplines, can broaden their customer appeal, says Lynx Purchasing managing director Rachel Dobson. “Since the [...]...
  • AAK UK Opens First Customer Innovation Centre AAK UK has opened a new Customer Innovation Centre in Hull to take its co-development work with leading food brands to new levels of success. AAK, the UK’s leading manufacturer and supplier of edible oils, fats and semi-speciality oil ingredients, works in close partnership with some of the most famous names in food and bakery to [...]...
  • Marks and Spencer Selects Zetes to Transform Food Supply Chain Operations Marks and Spencer (M&S) has selected Zetes to help transform visibility and fulfilment across its fresh food supply chain. The partnership will also see greater collaboration between M&S and its food suppliers via Zetes’ supply chain visibility platform, ZetesOlympus. Through ZetesOlympus, M&S will gain real-time fulfilment performance insight across its fresh food supply chain. The platform will help M&S [...]...
  • Guinness Remains Ireland’s Most Valuable Brand at €2.1 Billion Guinness remains Ireland’s most valuable brand after growing by 5% over the last year to a brand value of €2.1 billion on the back of new product innovations and steady sales of the world-famous draught, according to the latest report by Brand Finance, the world’s leading independent brand valuation and strategy consultancy. Guinness’s brand value has [...]...

Bord Bia Launches an Irish Beef Promotion With German Steakhouse

Bord Bia Launches an Irish Beef Promotion With German Steakhouse
November 01
10:31 2016

Bord Bia has launched an Irish beef promotion with the Maredo steakhouse chain, a market leader in Germany. The Maredo publicity declares Irish beef to be “wholesome, juicy and Irish” and the month-long promotion offers Irish beef exclusively in all 48 Maredo restaurants, as well as a Facebook competition to win a trip to Dublin for St Patrick’s Day 2017. The launch took place recently at the Maredo Restaurant in Frankfurt and was hosted by restaurant manager, Manmohan Bedi and Bord Bia, in the company of the Ambassador of Ireland to Germany, Michael Collins.

Six-fold Growth in Seven Years

bordbiagermany2november2016Irish beef continues to perform well in the German market, growing six fold in seven years from €17 million in 2009 to an expected €136 million by the end of this year, with total exports now at approximately 20,000 tonnes. The continuous growth of the sector follows a major promotional campaign, developed and managed by Bord Bia, the aim of which has been to position Irish beef as a premium quality, natural, grass-fed, and sustainably produced product. A new five year campaign will be launched in early 2017 with a renewed focus on sustainability, introducing Bord Bia’s Origin Green programme at consumer level.

Beefing up Promotions

Bord Bia also organised Irish beef in-store promotions recently in German hypermarket, Real, which is Ireland`s biggest customer for Irish beef and accounts for about one quarter of beef exports to Germany. In addition, German hypermarket, Kaufland, will be targeted by Bord Bia with in-store promotions and the Irish beef Food Truck, ‘irishbeef.de on Tour’ will hit the road between now and the end of the year covering trade fairs as well as food and arts festivals.


About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 18, 2018ProWein
  • March 21, 2018World Olive Oil Exhibition
  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here