Bord Bia promotes sustainable agriculture and Origin Green to 4m viewers on Italian TV.
Bord Bia supported and coordinated a Linea Verde special edition that focused on sustainable agriculture in Ireland and Bord Bia’s Origin Green programme. The show was aired on May 22nd on Rai Uno.
A series similar to Ear to the Ground, Linea Verde has been on the air for the past 50 years and is one of Italy’s most renowned gastronomy and farming programmes with a reach of over 4 million viewers.
Each season features a special edition on one foreign country and Bord Bia organised and coordinated an extensive Itinerary in Ireland following interest from the programme`s producers in promoting our Origin Green sustainability initiative.
The two celebrity TV presenters, Patrizio Roversi and Daniela Ferolla, engaged with Irish beef, dairy, sheep, salmon, mussel, oyster and drinks producers within the context of Origin Green while learning about Irish gastronomy and farming in a large range of locations from Dublin to Cork, and from Galway to Westport.
Bord Bia will use the positive image of Ireland generated by the programme to further develop our trade links with Italy which is our third largest beef market in the EU with close to €290m of food & beverage exports in 2015.
This show has been an excellent opportunity to raise the awareness of Irish food in Italy by bringing the story of Irish farming into Italian households and communicating the quality and sustainable attributes of Irish food and beverages.
The one hour Linea Verde programme can be viewed on RAI Uno Replay website
For more information please contact Claire.Farrell@BordBia.ie
Source: Bord Bia – Bord Bia Milan – Linea Verde and Origin Green
