Irish beef is taking centre stage this autumn as Bord Bia commits almost €1 million to marketing campaigns across the UK and several important European markets. The investment is designed to strengthen demand, support Irish farmers and highlight the quality credentials of Ireland’s beef sector during a period of continued cost-of-living pressure.
The campaign will promote Irish quality-assured steak in the United Kingdom, Belgium and Italy, while stewing cuts will be the featured product in the Netherlands. By tailoring promotions to local preferences, Bord Bia aims to encourage retail sales and reinforce Irish beef’s position as a premium choice for shoppers and food businesses.
Irish beef campaign targets key European markets
Bord Bia chief executive Jim O’Toole said the autumn programme responds to challenges facing both consumers and the beef industry. The campaign will focus on communicating value, quality and assurance at a time when inflation continues to influence household purchasing decisions.
For Irish farmers, international marketing remains an important part of maintaining export demand. The UK and continental European markets are significant destinations for Irish food products, and targeted campaigns can help connect the work carried out on farms with consumers, retailers, chefs and manufacturers.
The promotion also forms part of a wider Irish food strategy that places traceability, sustainability and consistent standards at the heart of Ireland’s food export message. These themes are increasingly important as buyers seek dependable suppliers and consumers look for reassurance about the origin of the food they purchase.
Different cuts for different markets
- UK, Belgium and Italy: Irish quality-assured steak will be the main focus.
- Netherlands: Stewing cuts will lead the promotional activity.
- Overall objective: Support demand and retail sales while showcasing Irish beef quality.
SIAL Paris offers global opportunities for Irish food companies
Bord Bia is also using SIAL Paris to support Irish companies seeking new commercial opportunities in retail, foodservice and manufacturing. The major international trade exhibition is expected to attract more than 285,000 food professionals and 7,500 exhibitors, with approximately 85% of visitors travelling from outside France.
The event gives Irish businesses an opportunity to meet existing customers and prospective buyers from Europe, the Middle East, Asia and other international markets. Fourteen Origin Green-verified Irish food companies are exhibiting, highlighting the breadth of Ireland’s food and drink offering.
Minister of State at the Department of Agriculture, Food and the Marine Noel Grealish is attending the event and meeting French and Dutch customers of Irish beef. He said Ireland’s reputation as a global food exporter is built on the quality and sustainability delivered by farmers.
A group of farmers travelling with Bord Bia will also take part in retail visits, meet French chefs associated with the Chefs’ Irish Beef Club and visit French beef and dairy farms. The programme is intended to encourage knowledge-sharing and provide insight into how international relationships help build demand for Irish beef and lamb.
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What the investment means for Ireland’s food sector
The €1 million campaign demonstrates how coordinated promotion can support the wider food Ireland economy. Marketing Irish beef overseas benefits not only farms, but also processors, exporters, retailers, chefs and hospitality businesses that depend on a strong national food brand.
It also reflects the changing nature of the Irish food scene. Alongside traditional Irish food, international buyers are increasingly interested in provenance, responsible production and reliable supply chains. Irish beef marketing that combines these qualities with practical product information can help the sector remain competitive in challenging markets.
For consumers, the campaign is a reminder that Irish beef is being presented internationally as a quality-assured product with strong links to Irish farms. For producers, it offers a focused effort to maintain visibility and demand across important export destinations.
Article/Image Courtesy: Hospitality Ireland
Key takeaway
Bord Bia’s autumn Irish beef marketing campaign places quality-assured steak and stewing cuts at the centre of a wider export strategy. With support for farmers, participation at SIAL Paris and engagement with international chefs and buyers, the investment aims to strengthen Ireland’s reputation as a trusted supplier of premium food.