FDBusiness.com

Bord Bia Launches Major Irish Beef Campaign in Germany

 Breaking News
  • Irish Whiskey Industry Welcomes EU-Japan Trade Agreement The Irish Whiskey Association has welcomed the signing of the EU-Japan Economic Partnership Agreement, the largest trade deal negotiated yet by the European Union. While sales of Irish whiskey remain relatively low, Japan is currently the largest market in Asia for Irish whiskey and last year Irish whiskey sales in Japan recorded a 15.7% growth to [...]...
  • Optimal Packaging – iba.OPERATE! Sustainable, efficient, safe, fast and smart: With “iba.OPERATE! Packaging & Processing Solutions”, iba is dedicating a large special section in hall B1 to packaging solutions, materials and processes. An attractive appearance is not everything. Hygienic packaging is just as crucial, especially in the food sector. Over 180 companies will be presenting their solutions and novelties in [...]...
  • Eriez Magnetics Europe Celebrates 50 Years of Manufacturing Excellence Industry-leading manufacturers, Eriez Magnetics Europe Ltd, mark its 50th anniversary this year. From humble beginnings has emerged a company who now has a strong customer base and can proudly boast numerous technological achievements and significant growth over half a century. Eriez Europe was established when Bob Merwin, CEO of Eriez Manufacturing Co. in Erie, USA recognised [...]...
  • Royal Unibrew Completes Acquisition of French Lemonade Business Royal Unibrew, the Denmark-based beverages group, has completed the acquisition of Etablissements Geyer Fréres for an enterprise value of DKr660 million (€88.5 million) financed by bank debt. The acquisition of Etablissements Geyer Fréres will give Royal Unibrew increased access to the French soft drinks market and will further strengthen its export portfolio. Employing about 100 [...]...
  • Private Label Outperforms FMCG Brands in Europe Private label continues to grow across Europe and is now outperforming brands in the majority of markets measured by big data and technology expert for consumer FMCG industries, IRI in its analysis of private label performance across eight major Western economies markets (UK, France, Germany, Greece, Italy, Spain, Netherlands and the US) during 2017. Growing +4% year on [...]...

Bord Bia Launches Major Irish Beef Campaign in Germany

Bord Bia Launches Major Irish Beef Campaign in Germany
March 16
10:51 2017

A major new Bord Bia campaign to support Irish beef exports to Germany has been launched by Bord Bia (Irish Food Board). 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.

Tara McCarthy, Bord Bia’s Chief Executive, says 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,” she comments.

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%.

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.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 15, 2018iba
  • September 25, 2018PPMA Show 2018
  • September 27, 2018Int'l Fruit Show (eurofruit)
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements