Bord Bia has won the contract to promote EU beef and lamb in China, Japan and Hong Kong in a campaign valued at €3.75 million, comprising of €3 million in EU funding and €750,000 from Bord Bia.
Tara McCarthy, Bord Bia Chief Executive said that Bord Bia`s imprint on the campaign will widen the recognition of Ireland a secure supplier of safe and sustainably produced beef and lamb at a time when market diversification in response to Brexit is strategically important.
"Winning the right to drive this EU campaign is recognition of Ireland as an exporting country with a strong history of promoting and supplying quality beef and lamb that is sustainably produced. This contract allows us to expand our activities at a time when diversification into international markets was never more important. Our strategy document "Making a World of Difference" highlights the importance of consumer insight, Origin Green, routes to market and talent development and this campaign affords us the opportunity to deploy each of these to the benefit of Irish and EU producers."
The campaign will be rolled out across three market territories, each of which will have a specific target audience, product focus and tailored promotional activities. Targeting importers, retailers, foodservice providers, chefs and media outlets, our campaign will concentrate on digital media, PR, trade fairs, seminars and inward visits to Ireland. Bord Bia has already identified the growth potential of South-East Asia for Irish food and drink exports with the opening our office in Singapore last year to add to its significant presence in Shanghai. The Singapore office is focused on the South and East Asian countries of Indonesia, Vietnam, Malaysia, The Philippines, Thailand, Singapore, Japan and Korea.
"This additional funding will enable us to significantly intensify our promotional work in the Asian market including participation at five key trade shows in the region, compared to two last year. As part of the campaign, we also expect, together with the Department of Agriculture, Food and the Marine to welcome in excess of 20 high level officials from key Chinese Agencies and Ministries to Ireland this year" added Ms McCarthy.
Pictured at the launch of The EU Beef and Lamb campaign at Foodex 2017 in Japan are (L) Declan Fennell Bord Bia’s sheepmeat specialist and Yuzo Sato of Sopexa who are partnering Bord Bia in the campaign.
Foodex
This week marks Bord Bia's first major promotion under the programme with a strong presence planned at Foodex, a key food trade fair in Japan which attracts over 80,000 food buyers, importers, processors, retailers, restaurateurs and chefs.
Commenting on the promotion campaign, the Minister for Agriculture Food and the Marine Michael Creed TD said, "this is the first Irish programme approved under the new EU promotion regime. I am delighted to see EU recognition and financial support for an attractive industry programme to raise awareness among Chinese and Japanese consumers of the versatility and nutritional value of European beef and lamb. We can be proud of our quality, food safety, animal welfare and environmentally friendly production methods. Promotion campaigns such as this enable us to showcase these attributes on the European and world stages and I would welcome more such campaigns particularly as we aim to diversify into third Country markets such as those in the East".
Noting the key timing of the campaign the Minister added that "Identifying market opportunities, building awareness and securing business in a more diversified range of markets has never been more important to the future of our quality food production. Brexit presents a unique challenge. My Department and Bord Bia are working closely with the agri-food sector to sustain and grow our trade links. "
The Business to Business (B-2-B) campaign will run for three years (2017-2019) and build awareness and understanding of food safety, quality assurance and sustainability of European grass-fed beef and lamb. According to Bord Bia, it will also underpin the introduction of EU beef and lamb to China.
Bord Bia, with support from the Department of Agriculture, Food and the Marine, has participated in and managed a number of EU co-funded promotion programmes in recent years, including "Just Add Mushrooms" (2013-2016), "Discover Farmhouse Cheese" (2013-2016), "Lamb – Tasty Easy Fun" (2014-2017), and "Potatoes – More than a bit on the side" (2015-2018).
Trade: Ireland exported 70,000 tonnes of pigmeat to China last year, and 1,500 tonnes of beef to Hong Kong. Meanwhile, 6,000 tonnes of pigmeat and 1,200 of beef were exported to Japan. The Japanese market for beef has grown extremely quickly since access was secured in late 2013 with exports last year of over €7m up from just €1.5m in the previous year.
Securing access for Irish lamb to both China and Japan is high on the Department's list of priorities and discussions have taken place with both countries in recent times on next steps to opening the markets there.