Bord Bia intensifies marketing campaign at home and abroad

A comprehensive communications programme for Irish meat is continuing in both the domestic and international markets following last week-end’s recall of Irish pork and bacon, according to Aidan Cotter, Chief Executive of Bord Bia.  The programme is supported by continuous monitoring of international media in the main markets for Irish meat, by consumer research in the key domestic and UK markets, and continued liaison by the organisation’s international office network with the industry’s leading accounts.  “Bord Bia’s immediate priority is to help restore consumer confidence on the Irish market while ensuring that the industry’s international customer base is fully briefed on the high safety status of Irish meat” commented Mr. Cotter.  

The Irish Market: The Facts

Earlier this week Bord Bia launched a new label* to highlight product that has been unaffected by events leading up to the recent product recall. The design of the new label and the accompanying consumer information programme was guided by qualitative research undertaken among Irish consumers throughout Monday to Wednesday of this week. The research indicated that consumers were reassured by the swiftness of the response by the Irish authorities and appeared to rate the potential economic impact ahead of concerns over health and safety issues. 

Arising from the research the campaign has been designed to provide factual information to consumers initially through a full page public announcement in all national daily newspapers. This will be followed over the weekend by an intensified campaign including national television, radio and print. Posters highlighting approved Irish product will also be available at the point of purchase in retail and butchers’ shops. All elements of the communications programme, which aim to address the current consumer need for reassurance, were strongly endorsed by the research groups.  

Over the past 24 hours more than three million labels have been distributed to approved pigmeat processors nationwide. Bord Bia is delighted with the positive response from both trade and consumers. “We have been in regular contact with key Irish retailers to update them on the rigorous approval process for the new label” commented Teresa Brophy, Manager of Ireland Market. “The label reassures consumers on the safety of Irish pork and bacon and retailers have reported a significant demand for approved product.”

Overseas Marketing

The Minister for Agriculture, Fisheries and Food, Mr. Brendan Smith TD travelled to France last night to attend Bord Bia’s annual Christmas trade reception which took place in the Irish Embassy in Paris. Minister Smith welcomed the timely opportunity to meet with representatives from leading French retailers including Carrefour, Intermarche and Monoprix, all of which sell Irish beef. Speaking at the event last night Minister Smith said “I was very anxious to protect Ireland’s good name as a food producer and together with the Food Safety authorities, we put in place a total recall as a precautionary measure. I’m glad to say that Irish pork and bacon is back on the shelves from today and is fully approved and labelled as such. We have not compromised our integrity as a nation that espouses the highest standards of food safety and we look forward to continued business in the years ahead.”

Bord Bia welcomed the European Food Safety Authority (EFSA) report this week on the safety of Irish pigmeat products and its statement of “no concern” when it analysed extreme and normal daily intake scenarios. Through its network of international offices Bord Bia, working with the Department of Agriculture, Fisheries and Food and through its overseas offices, continues to reinforce the positive message from EFSA in all markets. Bord Bia is also working closely with exporters to communicate and reassure customers about the prompt and comprehensive set of measures that have been taken by the Irish authorities in relation to the recall and to ensure the swift dissemination of information.

European and International Trade

Customers of Irish pigmeat internationally have been largely preoccupied this week with the logistics around the product recall, and in the absence of new product going onto the market it is too early to assess the precise impact of the recall on future trading levels.  It should be noted that exports of Irish pigmeat are predominantly in the form of ingredients for further processing and little or no significant fresh product is destined for direct supply to supermarket shelves.  Bord Bia will continue to work with the trade over the coming days and weeks to rebuild confidence in Irish pigmeat among its key customers and a full resumption of trade within European markets, which account for almost 90% of the industry’s exports, is an urgent priority.

There remains the prospect of some temporary interruption of trade to Russia and China, both of which suspended further imports on announcement of the product recall, and which account for just under 4% of total Irish pigmeat exports.  However, it is expected that this trade too will be shortly reinstated.

The situation on the European beef market, the destination for virtually all of our beef exports, is one of general stability.  In the UK, which accounts for over half of total exports, trade is continuing as normal.  A similar situation prevails across most Continental EU markets including the key French and Dutch as well as the Spanish and Scandinavian markets.  In some markets, including Italy, Germany and Poland local and regional veterinary issues involving new testing procedures are affecting trade with some buyers reacting cautiously in terms of the levels of orders currently being placed.  It is anticipated that these issues can shortly be resolved enabling a return to normal trading.

The swiftness and scale of the response by the Irish authorities has been widely acknowledged and international reporting of the product recall for Irish pork and bacon has been largely measured and balanced.  This will considerably assist efforts to enable a full restoration of customer confidence in the period ahead.  While continuing to address the short-term issues arising in the marketplace, Bord Bia is continually adapting its marketing plans and programmes, on an account by account and market by market basis, with a view to supporting the Irish meat industry secure the strong positions it has developed in the international marketplace.

ENDS

Notes to Editor