Ireland’s premium food sector has landed another major international win, with Bord Bia confirming that Irish beef is now being promoted in 26 countries through Lidl’s European network. The expanded rollout follows Lidl Ireland’s earlier success at the World Steak Challenge and gives Irish beef producers a valuable platform to reach more shoppers across Europe and the UK.
Announced on 8 July 2026, the campaign includes four steak cuts sourced from Dawn Meats and Liffey Meats: striploin, fillet, ribeye and sirloin. According to Bord Bia, the supply contract is worth €10 million and pushes Lidl’s beef exports for the year beyond €32 million, underlining the growing commercial strength of Irish agri-food exports.
Irish beef reaches 26 countries through Lidl promotion
The promotion first launched in Lidl stores in the UK in March and has since expanded across multiple European markets. It is running for a limited period in each country, with the final promotion due to conclude in Slovakia at the end of July.
The countries included in the campaign span a wide European footprint, including France, Germany, Italy, the Netherlands, Spain, Sweden, Switzerland and the United Kingdom. Bord Bia said its international office network helped support the rollout in key export markets, while Germany reportedly saw Irish beef sell out during two separate promotions.
- Featured products: striploin, fillet, ribeye and sirloin
- Suppliers: Dawn Meats and Liffey Meats
- Contract value: €10 million
- Lidl annual beef exports: more than €32 million in 2026
World’s Best Steak win boosts Irish beef exports
The current push builds on Ireland’s 2025 World Steak Challenge victory, when a grass-fed Angus striploin from Dawn Meats, produced in partnership with Lidl, earned the title of World’s Best Steak. That accolade has helped strengthen the image of Irish beef as a premium product in international retail channels.
Bord Bia says the momentum has translated into real export opportunities. Irish beef exports topped €3.4 billion in 2025, a year-on-year increase of 24%, making this one of the strongest recent performances for the sector. The wider success also reflects the work of exporters, farmers and State-backed promotion efforts tied to sustainability and food quality.
What Lidl, Dawn Meats and Liffey Meats said
Lidl Ireland said the campaign highlights the quality and international reputation of Irish beef, while also supporting long-term supplier growth. The retailer buys more than €100 million worth of beef annually from Irish partners and exports a significant share to international markets.
Dawn Meats described the promotion as an important opportunity to put Irish grass-fed beef in front of more European consumers, especially at a time when demand for quality, taste and sustainable production remains strong. Liffey Meats, which also earned multiple medals at the 2025 World Steak Challenge, said the campaign reinforces Ireland’s standing as a leading exporter of premium-quality beef.
How Bord Bia and Irish agencies support global market reach
While Bord Bia is leading this international food promotion, the broader ecosystem of Irish trade and public information bodies also helps businesses navigate growth, compliance and market access. Organisations and platforms such as gov.ie, Enterprise Ireland, IDA Ireland, the Revenue Commissioners, the Department of the Taoiseach, Agriculture, Finance and the CSO all play roles in supporting the wider business environment that underpins export success.
For producers and suppliers, that creates a stronger base for expansion, from certification and trade support to data, regulation and market intelligence.
Explore more: Irish government agencies, public services and business regulation guide
Explore more: Award-winning Irish food and European market trends
Why this Irish beef campaign matters
This latest Irish beef promotion is more than a retail success story. It shows how a major award, strong supplier partnerships and coordinated export support can turn recognition into sales across Europe. For Ireland’s beef sector, it is another sign that grass-fed, quality-assured produce continues to resonate with global consumers.
As Irish beef secures shelf space in more international markets, the takeaway is clear: premium Irish food backed by trusted producers and Bord Bia can compete at the very top. Article/Image Courtesy: Bord Bia
