October 8, 2013

Ireland's beef exports to Germany double to US$122 million

Ireland's beef export value to Germany has more than doubled from €45 million (US$61 million) in 2010 to reach €90 million (US$122 million), or 15,000 tonnes in 2012, according to Bord Bia.

Today, Irish beef is available in more than 10,000 retail and foodservice outlets across the German market, compared to just 2,500 three years ago. The value has increased by a further 9.8% in the first six months of this year compared to the same period last year.

This welcome boost in sales follows the initial two years of a three-year planned promotional campaign in the market, co-ordinated and executed by Bord Bia. The campaign, aimed at trade and consumers alike, includes specialist print and online advertising, PR and targeted in-store promotions and will continue throughout the year ahead.

According to Bord Bia's beef campaign evaluation research, in the past two years one in five of its targeted German consumers of beef, or approximately 2.6 million people, has tasted Irish beef.

In addition, awareness within the target market, which includes high-income professionals with an interest in premium food, has increased from 40% to 52% within the same timeframe.

Commenting on the research findings, Bord Bia's Chief Executive Aidan Cotter said: "The increased exports and heightened awareness provide us with tangible results and highlight the positive impact of this campaign, while validating the premium strategy and market positioning, which we continue to pursue in the European marketplace, which accounts for 99% of our total exports. The German market is one of the largest beef importers within the EU importing approximately 410,000 tonnes a year and we are on course to achieving our goal, in support of Food Harvest 2020 targets, to assist the industry in building a premium position and treble its import share by 2015."