“Rebuilding market confidence in Irish pork and bacon is now an absolute priority for Bord Bia working with the Irish pigmeat industry in the wake of the weekend’s comprehensive product recall. Annual exports of Irish pigmeat amount to €368 million, over €1 million per day, and a comprehensive action plan is now being prepared to secure our international trade, while also restoring consumer confidence on the crucially important domestic market” according to Aidan Cotter, Chief Executive, Bord Bia.
Bord Bia is currently developing a tailored consumer information campaign to accompany the imminent return of Irish pork and bacon back onto retail shelves. The campaign will highlight products produced after 7th December and that have therefore been unaffected by the events leading up to the current pork and bacon product recall.
Through its network of international offices 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.
“The industry has developed an excellent track record with its customers in overseas markets and Bord Bia’s focus now is to ensure these relationships are leveraged effectively as the industry seeks to re-build its market positions into the future” commented Aidan Cotter.
Meanwhile an international media monitoring programme has been put in place in all key markets and Bord Bia is ensuring any additional information is supplied and clarifications are made as appropriate.
Roz O'Shaughnessy,
Corporate Communications Manager,
Bord Bia,
Clanwilliam Court, Lower Mount Street, Dublin 2.
T: 01 6142245 / 086 4054639
F: 01 6764569