Bord Bia Launches Major Irish Beef Campaign in Germany

 Breaking News
  • UK Water Drinks Approach 4,000 Million Litres UK consumption of water drinks rose 7% in 2017 to nearly 4,000 million litres, with a retail value of £3.1 billion, according to a new report from global food and drink experts Zenith. Sales of plain bottled water in retail packs increased by 8% to over 3,100 million litres, while volume through bottled water coolers [...]...
  • Nestlé Brings Innovative Nitrogen Infused Coffee to the UK Nestlé is launching a brand new product for coffee fans in the UK and Ireland. Nescafé Azera Nitro is a coffee drink infused with nitrogen for a smoother taste. It will be available in Americano or Latte flavours. Nescafé Azera Nitro Americano is a refreshing and smooth black coffee infused with nitrogen. Nescafé Azera Nitro [...]...
  • ADM Realigns Business Segments to Further Accelerate Growth Archer Daniels Midland Company (ADM) has announced the realignment of its business segments across four units – Carbohydrate Solutions, Nutrition, Oilseeds and Origination. The new segments better reflect ADM’s operating structure and will enable the company to further highlight the differentiation of its product and service offerings and enhance its ability to respond to the [...]...
  • Highland Spring Selects Mainsaver CMMS Spidex has announced that Highland Spring, a leading supplier of natural source bottled spring water, has selected Mainsaver CMMS to support best-practice maintenance at its plant in Blackford, Perthshire. The new facility, part of a £50 million investment programme, officially opened in July 2017 and was designed to increase Highland Spring’s production capacity by 50 [...]...
  • Ornua Delivers Record Revenue Ornua, Ireland’s largest exporter of Irish dairy products which supplies to over 110 countries worldwide, has reported record revenue of €2.1 billion for the year ended 30 December 2017. It marks the first year of Ornua’s new five-year growth plan, ‘Ornua 2021’, which positions the business as a leading global dairy organisation that delivers results [...]...

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



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
  • April 5, 2018Slow food The forum for good taste
  • April 10, 2018EXPO XXI Warsaw International Expocentre
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here