An Taoiseach, Enda Kenny T.D. today promoted Irish beef to a group of top chefs in Munich during a Bord Bia-organised working lunch at the restaurant of Irish chef Shane Mc Mahon. The Taoiseach addressed the German Chefs' Irish Beef Club (CIBC) of which Shane McMahon, who is Limerick born, is the current President. The event formed part of the Taoiseach's three-day trade and investment mission to Germany and The Netherlands.
During his address the Taoiseach highlighted the importance of Germany as a premium market for Irish beef exports and Bord Bia's plans to increase Ireland's market share with the help of the Chefs' Irish Beef Club and Origin Green. “Bord Bia's Chefs' Irish Beef Club and Origin Green have been instrumental in raising the profile of Irish beef as a premium product in Germany. The endorsement of our beef by critically acclaimed chefs who demand the best has helped Irish beef exports to Germany grow six-fold in six years from €17m in 2009 to €120m in 2014. Last year saw continued growth of 4% and total beef exports to Germany now stand at 21,000 tonnes. When I launched Origin Green on the international stage at the SIAL Food Fair in Paris in 2012 its impact was immediate. It is still the only national food sustainability programme and has struck a chord with German retailers and their customers seeking a reliable supplier of premium, high-quality, grass-fed, sustainably produced beef. For this reason I am confident that Bord Bia's objective to increase beef exports to Germany to 30,000 tonnes by 2018 is achievable and I wish them well with it.”
Shane McMahon, who is also a celebrity television chef and fellow CIBC member and Michelin-star chef, Mario Corti, outlined to the Taoiseach the unique qualities that make Irish beef such a premium product in Germany and the beef of choice for top chefs. “Ireland’s grass based production system and farmers' attention to animal welfare as well as Bord Bia’s Quality Assurance System are all great reasons why Germany’s top chefs prefer Irish Beef. We are committed ambassadors for Irish Beef in Germany because for us the taste is incomparable. You can taste the difference in the beef – it's a real premium product.”
About Chefs’ Irish Beef Club
The Chefs' Irish Beef Club is an exclusive international forum which brings together some of Europe’s leading chefs (84) who collectively endorse Irish beef. The Club sees award-winning chefs give pride of place to Irish beef by serving it in their restaurants, some of the finest dining establishments in Europe. Their preference and advocacy for Irish beef enhances its reputation and helps Bord Bia to position it as a premium product across the Continent. The German chapter includes 11 chefs, including today’s host, Shane McMahon and guest chef, Mario Corti (Luce d’Oro Restaurant, Schloß Elmau, Bavaria, location of the recent G7 summit in June of this year).