Bord Bia, Ireland’s food promotion body, is being backed by the EU to increase exports of pork and poultry to the Chinese and Mexican markets.
The EU Commission has pledged to pay £3 million towards Bord Bia’s £4 million ‘European Pork and Poultry – Excellence in Quality Assurance and Food Safety’ campaign.
The three-year campaign will include presence at trade fairs, technical seminars, digital media, and PR, targeting trade professionals, market influencers, key decision makers and media.
Minister for Agriculture, Food and the Marine Michael Creed explained the importance of these markets: “The development of the Chinese and Mexican markets for European pigmeat and the Chinese market for European poultry is of the utmost importance in maintaining and growing these sectors in Ireland and in assuring a viable return for producers.”
Bord Bia chief executive Tara McCarthy said: “Securing this EU funding highlights the confidence in Ireland as a well-established exporter of quality, sustainably produced pork and poultry.”
This comes as Mr Creed heads to Shanghai and Beijing in an effort to “strengthen trading relationships and create opportunities for the Irish agri-food and drinks sector,” with a focus on beef.
He said: “This visit will build on the recent approval of an additional tranche of 14 beef plants to export to China, with a total of 21 beef plants are now approved to export.
“Exports this year have already risen to 4,600 tonnes, valued at around £20 million, to the end of August. With the approval of the additional plants allowing for greater supply, there is now significant potential for future growth.”
Mr Creed will be accompanied by Bord Bia’s Ms McCarthy.