The Irish Poultry Industry, along with Bord Bia, today launched a campaign to encourage consumers to look for the Bord Bia Quality mark when buying chicken. 400 retail outlets will take part in the nation-wide promotion which includes TV and radio advertising.
Results from a recent Bord Bia tracking study undertaken by Milward Brown IMS with 1,200 grocery shoppers nationwide cite origin as a major influence when it comes to buying chicken, with eight out of ten shoppers citing a preference for chicken with the Bord Bia Quality mark.
The Irish consumer, on average will eat 29kg of chicken a year. Approximately 65 per cent of all chicken is purchased at retail level with the remaining 35 per cent consumed in the foodservice sector. Three quarters of all chicken produced in Ireland is consumed on the domestic market, with the remaining quarter exported, primarily to the UK market.
This is the first time that Bord Bia has collaborated with the poultry industry to implement a nationwide campaign. Aidan Cotter, Chief Executive, Bord Bia, commented "Bord Bia welcomes this initiative from the poultry industry to position Quality Assured chicken as a premium product with full traceability in outlets throughout the country."
Chairman of the Irish Poultry Processors Association, Vincent Carton commented “we are delighted to work with Bord Bia on this inaugural campaign. There are currently over 450 producers and six major processors participating in the Bord Bia Poultry Quality Assurance Scheme. This Scheme provides reassurance to the consumer that the product has been produced to the highest standards and can be traced right the way back from farm to fork”.