Bord Bia recently launched its Summer of the Beef Lover promotion in the Netherlands raising further the profile of Irish beef in that market for the BBQ season.
Butcher Barry van Leeuwen and Michelin starred chef Roger Rassin ran two masterclasses for food writers, bloggers and consumers on how to prepare and cook the perfect steak. The events took place in the kitchens of La Rive restaurant in the Amstel Intercontinental Hotel and the brand new ‘Creative Kitchen’ culinary centre in Nijmegen’s HAN (University of Applied Sciences).
Barry took the group through the technical aspects of the beef cuts and explained what makes Irish beef so special. Roger Rassin, Michelin starred chef from La Rive in the Amstel hotel and member of Bord Bia’s Chefs’ Irish Beef Club (CIBC), demonstrated how to cook the perfect steak and the perfect burger. Participants then enjoyed the fruits of their own labour!
Bord Bia’s office in Amsterdam is focusing efforts on educating and inspiring Dutch consumers through this initiative as well and the new Irish beef YouTube channel, Koetube.
The successful consumer participants won their places via the “Irish Beef Netherlands” Facebook page and Felix Willbrink’s Food column in the Telegraaf newspaper. As part of the summer campaign, Dutch consumers will also have the opportunity to win vouchers to one of 10 participating Bord Bia CIBC member restaurants through competitions on the Irish Beef Netherlands Facebook page.
Dutch Market for Irish Beef
The Netherlands continues to be a strong market for Irish forequarter beef in particular (up to 80% of Irish exports) making it the fourth most important market for Irish beef exports (third in volume terms in 2014). Exports to the Netherlands in 2014 were up 6 per cent to 41,000 tonnes, over €165 million in value. Twelve of the top retail chains in the Dutch market sell Irish beef.
Irish beef. There are almost eighty member chefs who are spread across seven markets including Belgium, France, Italy, Netherlands and Switzerland.
Pictured is Michelin starred chef, Roger Rassin with Stephanie Moe, Bord Bia’s Dutch Market Manager and Butcher, Barry van Leeuwen following the recent Irish Beef Masterclass for a group of Dutch food writers, bloggers and consumers.
Pictured is Roger Rassin, Michelin starred chef from La Rive in the Amstel hotel, with some of the Dutch food writers, bloggers and consumers participating in the Irish Beef Masterclass.