China: €8 million campaign

Bord Bia is launching a series of meat promotional campaigns with the European Union in China worth €8 million. e co-funded campaigns to promote meat from Europe will also build awareness of Ireland as a supplier of high-quality, safe and sustainably produced beef, lamb, pork and poultry.

Coinciding with the ministerial-led trade mission to China, Bord Bia is hosting a chef masters event in Beijing, Sustainable European Meat from Ireland, and a trade seminar in Shanghai to promote the best of Euro- pean beef, lamb, pork and poultry from Ireland. e chefs masters’ event will also provide the opportunity for new and existing Chinese customers to connect with Irish meat companies and sample Irish beef during a networking reception at the end of the seminar. is will be followed by a trade seminar in Shanghai which will bring together two of Bord Bia’s EU cofunded campaigns; European Beef and Lamb – Ireland, Working with Nature and European Pork and Poultry: Excellence in Food Safety and Quality Assurance. e three-year, €4.8 million EU co-funded campaign, European Beef and Lamb – Ireland, Working with Nature campaign has been building awareness of beef and lamb across China, Japan, Korea Republic and the US since last December. e campaigns are timely given the resumption of Irish beef exports to China earlier this year. e three-year, €3.8m. EU co-funded campaign has been building awareness of Ireland’s quality assurance and food safety credentials in China and Mexico since 2020.

On day one of the trade mission to China Bord Bia will host its rst chef masters’ event, Sustainable European Meat from Ireland, in Beijing which will bring together the top players in the Chinese foodservice sector for an expert showcase of how Irish beef and pork can be adapted to Chinese cuisine.

In addition to these physical activities, the campaigns will undertake a suite of digital promotional activities, such as website and social media, advertising and recipe video development showcasing how meat from Ireland can be adapted to re ect a fusion of Western and Chinese cuisines.

Bord Bia’s Senior Manager EU Promotions Declan Fennell said: “ ese cofunded campaigns with the EU are pivotal in extending the global footprint of Irish meat in China and are expected to result in €37 million in return in Irish beef and lamb exports to the market.”