Bord Bia drives new EU Pork and Beef promotion in Asia


Bord Bia has launched the South Korean phase of its new €3.9 million EU Pork and Beef campaign in Seoul, building awareness of the Republic as a supplier of high-quality, sustainably produced beef and pork.

The three-year campaign covers South Korea, Vietnam and the Philippines and targets a combined population of 250 million people.

To launch the initiative, Bord Bia invited over 100 Korean food industry representatives, including top importers, distributors, wholesalers and influential chefs, as well as media with a combined reach of up to 4.2 million people, to an EU Pork and Beef seminar in Seoul featuring presentations on Irish pork and beef production.

Speaking at the event, the Minister for Agriculture, Food and the Marine, Michael Creed, TD, said he was delighted to see the Republic at the helm of a promotional campaign aimed at raising awareness of European pork and beef as a high-quality product.

“This project aims to build and strengthen awareness of the European Union’s high standards in the production of quality pork and beef – particularly those from Ireland,” said Mr Creed.

“It is strongly aligned with Food Wise 2025 – our plan for the Irish agri-food sector – which has international market development, built on customer and consumer led insights, as a key theme.”

In its 2018 Market Prioritisation report, Bord Bia identified South Korea, Vietnam and the Philippines as priority markets for meat exports.

Speaking in Korea, Tara McCarthy, Bord Bia Chief Executive, said that awarding Bord Bia this EU campaign is recognition of the Republic as an exporting country with a strong history of promoting and supplying quality beef and pigmeat that is sustainably produced.

“This new campaign will be rolled out across the three market territories, each of which will have a specific target audience, product focus and tailored promotional activities.

“Over the next three years, Bord Bia will target more than 500 key trade and decision makers and over 300,000 buyers will be accessible to our meat exporters at international trade shows.

“We will also target and welcome 90 overseas trade representatives to visit Irish farms and processors.

“It is a welcomed and timely boost for our exporters as diversification into international markets is becoming increasingly important with the threatened departure of the UK – our biggest market for beef and pork – from the EU.

“South Korea, Vietnam and the Philippines have a combined beef import demand of 1.57 million tonnes, which represents an increase of 44 per cent in the last decade; and a pork import demand of 2.62 million tonnes, which represents an increase of 59 per cent or almost one million tonnes in the last decade.

“Looking ahead, the market prospects remain positive for Irish and EU meat exporters, with strong import demand expected to continue.”

Ireland exported over 6,000 tonnes of pigmeat to South Korea last year. Securing market access for Irish beef to South Korea is high on the Department of Agriculture, Food and the Marine’s list of priorities and Mr Creed will lead discussions on the next steps in this regard during the trade mission.


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