Bord Bia has won the contract to promote EU beef, lamb, dairy and horticulture across Asia, Europe and the US in three campaigns valued at €13.4 million* for the next three years. This comprises €9.7 million in EU funding and €3.7 million from Bord Bia and industry funding.
The first campaign, ‘European Dairy – the sustainable choice for Asia‘, will see dairy promoted in Japan, Malaysia, Vietnam, Thailand and the Philippines while the second campaign, Working with Nature – European Beef and Lamb will be targeting trade buyers in China, Japan, South Korea and the US.
The third promotional campaign, Life is better with fruit and vegetables, will be rolled out in France and Belgium with partner agencies Interfel, Freshfel and Association Interprofessionnelle de la Banane along with Bord Bia Ireland and is aimed at promoting fruit and vegetables for Millennials (25-40 year olds).This campaign is significant in that along with educating Millennials on increasing their consumption of fruit and vegetables as part of a healthy and balanced diet, the campaign will, for the first time, also provide information on sustainable consumption methods such as waste reduction.
Since 2016, the value of Irish food and drink exports to Asia has increased 14% to €1.4 billion.
Starting in 2022, the three EU campaigns will be rolled out across a total of nine market territories between Asia, Europe and the US, each of which will have a specific target audience, product focus and tailored promotional activities. Targeting importers, retailers, foodservice providers, chefs and media outlets, the campaigns will concentrate on digital media, PR, trade fairs, seminars and inward visits to Ireland
Bord Bia has already identified the growth potential of Asia for Irish food and drink exports in Japan with the opening a Bord Bia office in Tokyo in 2019 to add to its significant presence in Shanghai and an office in Singapore. The Singapore office is focused on the South and East Asian countries of Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Thailand and Vietnam.
