As Ireland moves ever closer to securing full market access for beef in China, Bord Bia is intensifying its meat promotion activities at SIAL China in Shanghai this week, driving exports from the “Ireland – Origin Green” pavilion and leading the EU beef and Lamb awareness campaign.
Nine Irish meat companies are participating at Asia’s largest food trade fair, at the Shanghai New International Expo Centre. Seven beef and sheep meat exporters are exhibiting in the “European Beef and Lamb” pavilion with a further two Irish pigmeat companies exhibiting at the neighbouring “Ireland - Origin Green” location.
Some 2,900 exhibitors will attend this major international trade show (17-19 May) and it is expected to attract more than 66,000 visitors, including trade buyers, importers, chefs and restaurateurs.
Earlier this month (8 – 11 May), Bord Bia participated at HOFEX, a key food fair in Hong Kong which attracted over 38,000 food buyers. Ireland has full market access for beef and lamb into Hong Kong and interest from buyers was strong over the course of the four day show.
Bord Bia led EU Beef and Lamb Campaign
Earlier this year Bord Bia won the contract to promote EU beef and lamb in China, Japan and Hong Kong in a campaign valued at €3.75 million, comprising €3 million in EU funding and €750,000 from Bord Bia.
The three year, Bord Bia led campaign entitled ”European Beef and Lamb – Excellence in Food Safety and Sustainability” will this year see a series of roadshow events to include international trade fairs, technical seminars and the launch of a digital campaign to build awareness and understanding of food safety, quality assurance and sustainability of European grass-fed beef and lamb.
Opportune Moment
Bord Bia’s lead role in the campaign comes at an opportune moment when the Irish food industry is seeking opportunities to diversify into new and emerging markets in response to Brexit.
As part of this EU-co-funded campaign, Bord Bia together with the Department of Agriculture, Food and the Marine will welcome in excess of 20 high level officials from key Chinese Agencies and Ministries to Ireland later in the year.