Bord Bia is undertaking a number of food and drink promotions in overseas markets as part of its St Patrick's Day activities. Special events around the world will highlight the range and quality of Irish food and drink to consumers, retailers and foodservice operators.
Mary Coughlan, TD, Minister for Agriculture & Food will lead the programme of promotions. The Minister will visit a Bord Bia Irish beef promotion taking place in Delvita stores during her visit to the Czech Republic while Brendan Smith, TD, Minister for Food will officiate at a number of promotions in Hungary.
Aidan Cotter, Chief Executive, Bord Bia commenting on the opportunity presented by St. Patrick's Day to promote Irish food and drink said. "St Patrick's Day has become one of the world's greatest holidays, a concept immediately understood and a brand with enormous goodwill. No other country in the world has anything like it, and Bord Bia is keen to deepen the connection with our customers overseas to use the occasion to promote Ireland the Food Island. Additionally it affords Bord Bia the opportunity to network with retail and foodservice buyers, while also winning the goodwill of Irish Embassies, Irish communities and business interests internationally."
An Irish beef promotion will take place in 150 Delhaize stores across Belgium. Beef and lamb promotions will also take place in Intermarche stores and a selection of Cora hypermarkets in France. Point-of-sale materials will be visible in over 1,400 outlets. A virtual butcher shop selling Irish beef- www.iboucherie.fr - will also be launched on St. Patrick's Day in association with Bord Bia.
Irish food tastings will take place to coincide with Euro Disney's first St Patrick's Day Parade and Disney will host an Irish village where consumers will also have the opportunity to sample Irish beef and dairy products.
Irish food and drink promotions will take place in a number of Makro stores across Madrid organised jointly by Bord Bia and BIM. Irish beef in-store promotions will take place in Pam, one of the larger Italian retail chains in Milan. Sixty Italian buyers and trade contacts will attend a dinner in Milan at the invitation of Bord Bia, Enterprise Ireland and Tourism Ireland.
In the United States, a series of promotions will be undertaken at retail level in over 130 outlets in both the Mid West and Tri State areas. The promotions will ensure a presence within the retail sector throughout the coming year. Bord Bia will host Irish suppliers and key buyers at the Irish Economic Forum Dinner in Chicago on St Patrick's night. A trade reception will take place in Moscow in association with the Irish Embassy. Three hundred and fifty guests including Russian authorities, Embassy contacts, Russian meat and drink importers and Bord Bia representatives will attend.
Bord Bia is also conducting a number of activities and promotions with the major UK multiples to capitalise on the festivities including Tesco, Morrisons, Asda and Sainsbury's.
In total, Bord Bia will hold promotions and support St. Patrick's Day activities in 32 overseas markets.
Irish food, drink and horticulture exports in 2005 amounted to €7.1bn.
ENDS
For further information contact
Rosaleen O'Shaughnessy, Corporate Communications, Bord Bia