5 days ago
Eu to Co Fund Bord Bia Beef and Lamb Promotion Campaign
The European Commission is to co-fund a Bord Bia information and promotional campaign for beef and lamb.
The 'Sustainable European Beef and Lamb - Trusted Tradition, Technical Excellence' campaign will be funded to the tune of €3.46 million, with €2.77 million of that coming from the EU and some €690,000 coming from Bord Bia.
The three-year campaign will promote European beef and lamb over the next three years in China, Japan and Singapore.
The objectives of the programme are to develop increased awareness of the "high safety and quality standards" of EU beef and lamb as well as their attributes as natural, nutritional and sustainable products, the Department of Agriculture, Food and the Marine said.
According to the department, the campaign will highlight the specific features of beef and lamb production methods within the EU and the programmes at farm and processing levels which verify their sustainability.
Welcoming the co-funding decision, Minister for Agriculture, Food and the Marine Martin Heydon said: "I am delighted to see the EU recognition and financial support for this Bord Bia programme on sustainable EU beef and lamb.
"This campaign will provide the marketing edge for EU beef and lamb exports to capitalise on the significant market opportunities in China, Japan and Singapore."
The minister said that the campaign will ultimately expand these important markets.
"The programme will reinforce Europe's ambition to be the global reference for sustainable food production and sustainable nutrition. This ambition is also reflected in Ireland's own stakeholder led strategy for the sustainable development of the agri-food sector, Food Vision 2030," Minister Heydon added.
The co-funding was also welcomed by Minister of State for food promotion and new markets Noel Grealish.
He said: "The programme gives Bord Bia the opportunity to continue the promotion, development and growth of EU beef and lamb in these key regions.
"With current market uncertainty, the importance of on-going market diversification into these key markets cannot be understated.
"Growing the presence of EU beef and lamb in China, Japan and Singapore will benefit the sector and this targeted campaign will help develop that growth, while also promoting the nutritional value and sustainability of EU beef and lamb," Minister Grealish added.
Chief executive of Bord Bia Jim O'Toole said: "Promotional campaigns that have EU support give EU producers and processors immediate access to some of the top meat buyers in China, Japan and Singapore.
"EU co-funded campaigns help Bord Bia to showcase quality products to buyers in these priority markets; develop new relationships between exporters, and local importers and distributors, while also strengthening the business relationships exporters have already developed with stakeholders in these countries," O'Toole added.
