Irish food and drink will be enjoyed around the world this weekend according to Bord Bia who has co-ordinated a series of promotions to capitalise on the global interest in Ireland generated by the St. Patrick's Day celebrations. Bord Bia, in conjunction with Irish Embassies throughout Europe; the U.S.A.; China; Japan and India, has organised a wide range of events to showcase the best of Irish produce.
In London, Bord Bia's annual Irish Speciality Food Market takes place at Covent Garden over the weekend. The event promises to be a gastronomic delight for the 115,000 food lovers who will throng to the market to sample the produce of over 50 Irish artisan producers. On offer will be authentic Irish specialities ranging from fresh Irish oysters; apple juice; handmade confectionery; soda breads; sausages; delicatessen products; preserves and chutneys, and a wide selection of Irish farmhouse cheeses. Delicious Irish beef and Guinness stew will also be served throughout both days.
Across the Atlantic Minister for Agriculture and Food, Mary Coughlan T.D., who was in the US as part of the Taoiseach's delegation, and Bord Bia's US manager James O'Donnell, met top management of the giant A&P Group, the North American food retailer with over 470 stores and estimated annual turnover of $7.3 billion. A&P has been to the forefront in developing the "Speciality Aisle" concept in its stores in the densely populated Tri-State area. Irish food sections are growing in popularity within these aisles due to the success of products such as McCann's Oatmeal, the Kerrygold range and Barry's Tea. Last year, Irish exports to the US were valued at approximately €374 million and were comprised mainly of alcoholic beverages, dairy ingredients and cheese, pork and bacon, and grocery products. Minister Coughlan was Guest of Honour at an Eve of St. Patrick's Day Trade Reception at the Irish Consulate in New York to introduce Irish food and drink products to potential distributors, trade contacts and media.
In China, Bord Bia is running an "Ireland Week" in Xin Tian Di, Shanghai's centre city fashionable pedestrian street and home to many of the city's most popular bars, cafes, restaurants and boutiques. The promotion aims to create an awareness of Ireland as a source of high quality food and drink exports and to promote Irish drinks to a key Chinese audience. Activities include live Irish concerts, a "cocktail" competition and a major Irish Party Night. Throughout the week, consumers are being encouraged to sample Irish food and drinks and to learn about Ireland, its culture and its successful food and drink industry.
Coinciding with the Shanghai "Ireland Week", a retail promotion of Irish drinks has been organised for the St. Patrick's weekend in conjunction with China's Tesco-Hymall chain of stores. As part of this promotion, a replica "Irish Bar" will be located in the main Tesco-Hymall store where consumers will have an opportunity to sample and taste a selection of Irish whiskey, stout and cream liqueurs in a unique Irish setting.
Following the St. Patrick's Day parade in Moscow, Bord Bia has organised a trade reception and information stand in association with the Irish Embassy to which some 500 guests including Russian authorities, key business contacts and meat and drinks importers have been invited to sample a range of Irish food and drink products.
Promotions of Irish Beef are taking place in over 220 retail outlets involving three supermarket chains across the South of France while a promotion of prime Irish Hereford takes place at the Groupe Flo restaurants in Eurodisney in Paris. Irish beef promotions are also taking place in Germany in the Kaufhof stores in Frankfurt, Dusseldorf, Cologne, Munich, Hanover, Bonn and Berlin. Kaufhof is part of the Metro Group, the largest grocery group in Germany.
In Holland, Irish beef is again centre stage, being promoted in 25 of the Sligro group's cash & carry stores. Bord Bia successful Chefs Irish Beef Club is also being promoted in association with the St. Patrick's Day activity. Consumers are invited to participate in an online competition for chance to win a complimentary meal in one of the Club's member restaurants.
In a new departure, Bord Bia organised a major Irish foodservice promotional event for the upmarket restaurant and catering sector in the elegant surroundings of Villa Baiana (near Brescia), Italy on Tuesday evening. Over 150 restaurateurs & chefs attended the gala event where the objective was to broaden the customer base for Irish beef in particular, building on the product's considerable success at retail level in Italy. Other Irish products featured in the promotion were smoked salmon, farmhouse cheeses, and a range of whiskey, beers and cream liqueurs. Guest of honour was Sean O h'Uiginn, Ireland's Ambassador to Italy.
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For further information contact:
Margaret Dorgan, Corporate Communications Manager, Bord Bia
Tel: 01 614 2245 / 087 2632836