Bord Bia’s Meat Academy Goes Digital
Francesca Perfetto, Market Specialist Italy, Bord Bia – The Irish Food Board
31st August 2020
Bord Bia Irish Meat Academy is an important part of our efforts in creating the awareness and driving sales of Irish beef at trade level. The physical events provided the opportunity to educate the trade on the key aspects of Irish beef – our butcher presents the cuts and offer tips on how to get the best value and return of specific cuts – increasing value and minimizing waste. The targeted trade had the opportunity to taste the product.
In recent months with social distancing and lockdowns our physical academies have been put on hold. However, in autumn, we will launch the “Digital Meat Academy” from Bord Bia website www.irishbeef.it.
The B2B digital platform will work as a meeting point between us, our clients and customers. It will be where stakeholders can exchange knowledge and expertise, providing participants with digital materials and tools about Irish meat, but also creating a direct link with the Bord Bia Milan team.
How important is the knowledge and expertise of food sales agent? It is essential in generating sales for Irish Beef. The “Meat Academy”, the Bord Bia Meat Training Program, has proven successful in Italy in building awareness and generating sales for Irish beef, particularly in the foodservice and hotel channel, The most important and reliable source of information for chefs and restaurants is their supplier; thus the importance of a sales agent being well informed of Irish beef USPs.
Beef sales to Italy have being affected by the present pandemic – particularly as the restaurant outlets remained closed and are now working to rebuild their customer base.
Italy is one of Irelands key beef markets in Europe. Irish beef sales amounted to over €190m in 2019. The market is an important outlet for premium steak cuts with Irish beef well represented in both foodservice and retailers, with foodservice accounting for 60% of Irish beef sales in the market.
With the present restrictions and difficulties the sector is facing, we had to adapt to the current environment, offering modern and appropriate services to our clients and customers.