EU to allocate 4.8 million euros to promote beef and lamb

From 2022 to 2024, Bord Bia will spend 13.4 million euros on three advertising campaigns in Asia, the US and Europe for several products from the EU.

Campaigns to promote food from the EU should start in 2022 coordinated by Bord Bia with food industry funding from both the EU and Ireland. Three new campaigns will take place between 2022 and 2024, worth €13.4m, including €9.7m from EU funds and the remainder from Bord Bia and industry. The campaigns will promote products such as European dairy products in Japan, Malaysia, Vietnam, Thailand and the Philippines (3.2 million euros), European beef and lamb in CHINA, Japan, SOUTH KOREA and the United States (4.8 million euros). ), fruits and vegetables in France and Ireland (€5.4 million, of which €1.5 million will go directly to the Irish market).

Since 2016, the value of Irish food and beverage exports to Asia has increased by 14% to €1.4 billion. 

Tara McCarthy, Executive DIRECTOR of Bord Bia, welcomed the funding and said that Bord Bia's impact on the campaign will expand Ireland's recognition as a trusted source of safe and sustainable beef, lamb and dairy products.

“This is the largest sustainable investment we have made in multi-species dairy and beef in third-country markets and is the first EU funding of its kind for the dairy sector,” she said. 

Starting in 2022, three EU campaigns will be rolled out in a total of nine market territories between Asia, Europe and the US, each with a specific target audience, product focus and customized promotional activities. Targeting importers, retailers, food service providers, chefs and the media, campaigns will focus on digital media, PR, trade fairs, seminars.