Bord Bia launches new EU beef, lamb and dairy promotions across Japan and Southeast Asia
The Japan phase of the European Beef and Lamb – Ireland, Working with Nature and the European Dairy – Ireland, working with nature, campaigns were launched this week at a special technical seminar in Tokyo. Over 80 local buyers, stakeholders, and media attended both events, to learn more about Ireland’s capability as a supplier of high-quality, sustainably produced beef, lamb and dairy.
Speaking of the EU campaign roll-out event, Minister for Agriculture, Food and the Marine, Charlie McConalogue T.D., said he was thrilled to see Ireland at the forefront of industry campaigns aimed at building the profile of European beef, lamb and dairy in Japan, a priority market for Irish food and drink exports according to Bord Bia’s Prioritising Markets - Opportunities for Growth study.
“As part of these campaigns, almost €2 million will be invested in promotional activities in the Japanese market. This is expected to result in €11.6 million growth in Irish beef and lamb exports and €18.9 million growth in Irish dairy exports to the market - a significant feat for the Irish meat and dairy sectors”, said Minister McConalogue.
The dairy campaign will target nearly 10,000 Asian dairy buyers, grant Irish dairy processors access to an additional six Asian trade fairs and see 84 buyers and journalists, from the five countries, visit Irish farms and processors over three years.
As part of the beef and lamb campaign, Bord Bia will host Irish beef and lamb exporters at an additional three trade shows, host 12 trade seminars, three Chef Masters events and welcome 27 Japanese trade and media representatives to Ireland. In addition to these physical activities, the campaign will undertake a suite of digital promotional activities, such as website and social media, advertising and recipe video development.
Bord Bia’s Senior EU Promotions Manager, Declan Fennell, who was also in attendance at the launch event in Tokyo, added: “EU co-funded campaigns are a vital means of putting Ireland on the global map as a food producer. Of particular focus will be the building new relationships between Irish exporters and local importers and distributors in the relevant market. Combined, they represent the largest ever investment in third country markets for the promotion of Irish meat and dairy and will build upon the investment started back in 2017 via the €3.75 million European Beef and Lamb – Excellence in Food Safety and Quality Assurance that ran between 2017 and 2020”.