As the world prepares to celebrate St. Patrick’s Day and all things Irish this weekend, Bord Bia is planning to promote the range and quality of Irish food and drink to a global audience with a series of marketing and promotional activities. From Moscow to Shanghai, through its network of international offices, Bord Bia has scheduled a number of events aimed at consumers, retailers, trade and foodservice operators.
As the world prepares to celebrate St. Patrick’s Day and all things Irish this weekend, Bord Bia is planning to promote the range and quality of Irish food and drink to a global audience with a series of marketing and promotional activities. From Moscow to Shanghai, through its network of international offices, Bord Bia has scheduled a number of events aimed at consumers, retailers, trade and foodservice operators. In 2012, the value of Irish food and drink exports surpassed €9 billion for the first time, with exports reaching in excess of 175 countries.
UK Market
Earlier this month, Bord Bia launched a comprehensive digital and print marketing campaign in the UK market inviting people to join ‘The Biggest Ever St Patrick’s Day Feast’. To reach in excess of 5 million UK consumers, the campaign is being promoted online and across key trade and consumer media titles with an introductory video featuring celebrity chef Catherine Fulvio. Bord Bia is also supporting the ‘Irish Food Market’ as part of the annual Mayor’s St. Patrick’s Day Festival taking place on March 17th. The UK continues to be Ireland’s principal export destination with exports valued at €3.8 billion, representing 42% of total Irish food and drink exports in 2012.
France
Irish Angus Beef and Irish seafood – including oysters, mussels, crab and scallops – will be the centre of attention across some 140 Casino stores in the Paris region and in the South East of France. Groupe Casino is the 5th largest retail group in France with an annual turnover of €42 billion. Meanwhile, Intermarché, the 3rd largest grocery retailer in France, is planning a nationwide promotion on Irish steer T-bone steaks across 1,500 stores. After the UK, France is Ireland’s second most important export market with annual exports valued at €646 million in 2012.
Italy
The Minister of State for Tourism and Sport, Michael Ring TD will travel to Milan today (March 14th) as the guest of honour at Bord Bia’s trade networking reception with key Italian food buyers, retailers, and representatives from the foodservice industry.
Belgium
The Minister of State for Public Service Reform Brian Hayes TD will visit Belgium tomorrow (March 15th) to launch an Irish food promotion taking place across eight Metro Cash & Carry stores during the St. Patrick’s weekend. Metro is the largest European Cash & Carry, with a global turnover of €31 billion. Metro Belgium purchase Irish beef, lamb, seafood, butter and spirits and for the past three years, in conjunction with Bord Bia, they have coordinated a St. Patrick’s Day promotion. This year’s promotion specifically focuses on Irish beef and lamb and Bord Bia will support it with in store tastings and point of sale materials. During his visit, Minister Hayes will meet with senior representatives from the Metro Group including its Operations Director Mr. Mario Irzi. In 2012, Irish food and drink exports to Belgium were valued at €175 million.
Promotional activities will also take place across other key Continental EU export markets including Germany; Spain; Luxembourg and the Netherlands.
International Markets
A number of restaurants in the Moscow and St. Petersburg region will undertake promotional activities on Irish beef throughout this weekend and in China Bord Bia sponsored the annual “St Patrick’s Féile Shanghai” which took place this week. The Minister for Education and Skills Ruari Quinn TD was guest of honour at the event, enjoyed by the Irish community and Shanghai locals alike.
During his visit Minister Quinn also attended the signing of a joint co-operation agreement between Bord Bia and the China Dairy Industry Association to strengthen trade relationships between Ireland’s dairy industry and its Chinese counterpart. China is an important market for Irish dairy exports both for finished infant formula products produced in Ireland and for Ireland’s indigenous industry supplying a range of high quality ingredients to China’s domestic producers. In 2012, dairy exports to China surpassed €180 million, an increase of 40% on the previous year’s levels. China will play an increasingly important role post 2015 as production levels in Ireland are targeted to increase by 50%.
Cityshop supermarkets, the largest chain store in Shanghai, in conjunction with Bord Bia, will host an Irish Food Festival to provide an opportunity for Chinese consumers to enjoy a taste of Ireland including the Ocean Jade premium Irish seafood range and Magner’s Irish Cider, both of which have been recently launched in the Chinese market.
For St. Patrick’s Day recipe ideas – visit
