Bord Bia, (the Irish Food Board) grabbed the attention of one million German TV viewers this weekend with the screening on German national TV News station, N-TV of a documentary on Irish Beef and Lamb, emphasising the important role of Origin Green, Ireland 's national food sustainability programme in differentiating quality Irish product.
The German market is highly prized for Irish exports and has delivered valuable returns with exports in 2015 amounting to €117m and in the first six months of 2016 had reached €68m.
Bord Bia is working on a new Irish Beef campaign for Germany to be launched early next year. This long-term project aims to grow Irish Beef exports to Germany from the current 20,000 tonnes per year to 30,000 tonnes by 2018 and also to cement Ireland 's position in the market as a premium, sustainable producer of beef
‘80 Steaks um die Welt' (Around the World in 80 Steaks) is the station 's search for the world 's best steak and Bord Bia 's involvement is the culmination of six months of preparation and planning by its office in Germany. The programme features celebrity organic farmer and chef, Lucki Maurer and meat expert, Wolfgang Otto, discussing what makes ‘the best meat in the world.'
Part one was aired on Friday night and featured Lucki and Wolfgang on Lucki's farm in Bavaria discussing the merits of good quality meat. Towards the end of Part 1, they decide to travel to Ireland in their quest to discover ‘the best meat in the world.'
Shot in the style of a road movie, Part 2 of the programme saw Lucki and Wolfgang's travel across Ireland from Dublin to Cahir and onwards to West Cork; the Beara peninsula and Killorglin in County Kerry. The pair also managed to fit in a spot of fishing at Longueville House in Mallow, County Cork before finishing their gastronomic journey at Nolan's of Kilcullen, County Kildare.
During the visit Anglo Beef Processor's Richard O' Sullivan guides the pair around the Cahir facility after which they visit Hereford Beef farmer, John Appelbe, for a tour of his farm outside Clonakilty.
Irish Atlantic Seasalt farmers, Michael and Aileen O'Neill, explain their products to Lucki and Wolfgang as they enjoy a BBQ on the beach in Allihies, County Cork before being welcomed by ring of Kerry Quality Lamb farmer, Tomas O' Leary, opening up the breath-taking views from his farm overlooking the Gap of Dunloe in County Kerry.
James and Emma Nolan top off the gastronomic tour at Nolan's of Kilcullen, County Kildare, with a demonstration of their unique 'farm to fork' story.
The trailer of the programme can be seen at
Other initiatives in the coming weeks:
Bord Bia is also engaged in Irish Beef in the steak restaurant chain, Maredo, with 51 restaurants across Germany. In-restaurant promotion, as well as online and on Facebook will run from 4th October to 6th November.
Irish Beef in-store promotion will also take place in German hypermarket, “Real” which is Irish Beef's biggest customer and accounts for about one quarter of our beef exports to Germany from 3rd October to 8th October in 292 stores nationwide.
German hypermarket, Kaufland will also be targeted by Bord Bia with in-store promotions.
Bord Bia will also hit the road with the launch of Irish Beef Food Truck ‘irishbeef.de on Tour' across Germany, with six events (food festivals, trade fairs, arts festivals) planned between now and the end of the year beginning next week.
Austria
Bord Bia will begin its first ever Irish Lamb tastings in Austria with foodservice customer, Transgourmet due to commence at the end of October and continue until late November.
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