Michael Kenneally, Milan Office, Bord Bia – Irish Food Board
iMEAT is Italy’s only trade fair which is geared solely towards Italian butchers, delicatessen shops and the HORECA channel. Bord Bia had a stand at the 2019 edition in Modena to showcase Irish beef and lamb to a record audience of more than 9,000 people over three days, between March 24th and 26th 2019.
Bord Bia organised show-cooking of Irish meat throughout the fair and the audience was enthusiastic to learn about Ireland and its meat production.
As an addition to previous editions of the fair, Irish butcher John McGrath, from Lismore, travelled to Modena as part of an international butchery demonstration organised by Federcarni, the Italian butchers’ association, where he showcased some traditional Irish butchery.
Bord Bia estimates that approximately 60% of Irish meat in Italy goes through the foodservice channel while 40% goes through retail. Butchers are of significant importance to Italian meat sales: unlike most European markets, Italy (in particular its south) continues to resist consolidation, with butchers and local family-run stores being the preferred channel through which meat is bought. Traditionally butchers have great influence over their customers’ choices in Italy, while restaurants are also major trendsetters for consumers in their meat choices. Bord Bia was pleased with the interest and engagement from the attendees at the fair.
Irish beef exports to Italy grew by 6% to €192 million in 2018, while exports of Irish lamb grew by nearly 20% to €12 million in the same year.
For more information please contact Michael.Kenneally@bordbia.ie.