Irish exporters target global trade at Anuga as part of Bord Bia’s international autumn campaigns
Dublin, 4th October 2025: Bord Bia is hosting 16 Irish food companies at the Anuga trade fair in Cologne this week, showcasing the best of Irish meat, dairy, and prepared consumer foods to buyers from across the globe. Anuga takes place every two years and attracts more than 140,000 visitors and trade buyers from 187 countries over five days (4th-8th October 2025).
The Minister of State with responsibility for Food Promotion, New Markets, Research and Development, Noel Grealish T.D. visits Anuga on Monday, to meet the Irish exporters and take part in a series of meetings and engagements.
Speaking ahead of the event, Minister Grealish said: “I am delighted to support Bord Bia and the 16 Irish food companies showcasing their produce at Anuga this week. Irish farmers and food producers have earned a reputation for excellence, and events like Anuga help to strengthen our position in key markets, driving growth and opportunity for our agri-food sector. During my visit, I look forward to meeting key German and international customers and stakeholders, reinforcing important trade relationships.”
Anuga is part of a suite of autumn trade development and promotional activities from Bord Bia to support Irish food and drink. Ahead of travelling to Anuga, Bord Bia CEO Jim O’Toole commented: “Bord Bia’s autumn campaigns and Ireland’s presence at Anuga are about continued market diversification for Irish exports, while positioning Ireland as the supplier of choice for discerning buyers around the globe. When it comes to sustainable sourcing, global foodservice and retail buyers demand proof not promises; Irish food and drink exporters can deliver on increasingly demanding expectations thanks to the continued evolution and investment in Origin Green at both farm and processor level.”
Bord Bia’s autumn campaigns will appear across key UK, EU and international markets this October and November, as part of Bord Bia’s market diversification efforts.
Dairy: On 31st October, Bord Bia will launch the Chinese leg of the EU co-funded dairy campaign to coincide with a Department of Agriculture, Food and the Marine trade mission to China. The European Dairy – Where Nature Meets Science campaign began in June 2025 promoting Irish dairy in China, Singapore, and Vietnam with a €3.2 million budget over three years. The business-to-business-focused campaign aims to raise awareness of the positive attributes of specialised dairy ingredients from Europe and Ireland.
Grass-fed beef: Bord Bia is highlighting Irish grass-fed beef with Protected Geographical Indication (PGI) through a major outdoor campaign in two Italian cities: Milan and Florence, including bus stop billboards, underground advertisements, bus and tram banners this October.
Steaks: Bord Bia is promoting Irish steaks with key UK retail partners this autumn, focusing on health and nutritional benefits. The campaign uses digital and print media to reach both trade and consumer audiences, reinforcing Ireland’s position as a trusted beef supplier.
Drinks: Bord Bia and four Irish drinks companies will exhibit at ProWine trade fair in Mumbai, India, this October for the second time. The event will also feature a Spirit of Ireland tasting masterclass at the Ireland stand, targeting on-trade professionals. India is a market of growing importance for Irish spirits, particularly whiskey, with exports reaching over €30 million last year.
Organic: Bord Bia will promote organic beef and lamb to trade professionals at specialist Meat Academy events in Germany and Sweden this October and November. Irish organic food exporters will also exhibit at two leading organic trade fairs this November: Natexpo in Paris and the Nordic Food Fair in Malmö, Sweden. These activities are part of a three-year EU co-funded campaign designed to raise awareness of the positive attributes of certified organic beef and lamb across Germany, Belgium, Sweden, and Austria.