October 9, 2006
Ireland's beef sales to EU up 23 percent
The Irish beef industry expects sales to continental EU outlets this year to increase to record levels, rising by 23 percent over the previous year.
The increase would be helped in no small way by the Irish food promotion body, Bord Bia's which is launching its pan European beef promotion for the second year.
The organisation has promoted Irish beef in nine export markets covering the UK and Continental Europe, with 30 leading European retailers in 7,500 participating supermarket stores.
Bord Bia is building on this expanding distribution network with the second year of its three-year campaign, Aidan Cotter, Chief Executive of Bord Bia, said.
Total exports of beef to European markets, including the UK, are forecast to rise by eight percent to reach almost 490,000 tonnes compared with 450,000 tonnes last year.
About 93 percent of all exports are destined for high value EU markets.
The strong showing is being driven by higher beef production in Ireland and increased demand. Irish beef also rode on the back of the ending of the over-thirty-month scheme in Britain, which saw older beef being released into the market.
Moreover, lower beef production in the EU is helping to increase beef imports in markets such as France, Italy, Sweden and Spain.
Bord Bia's promotional campaign would cover nine EU markets with purchases of over 120,000 tonnes, valued at EUR450 million.
Campaigns were run from September to December across different markets and would focus on supermarket customers for prime Irish beef in Britain and Continental Europe. The campaign includes both in-store activities and package offers.
Bord Bia said the challenge this year is to increase consumer awareness and preference for Irish beef while positioning it as a premium product and boosting sales during the fall period.
Other external challenges Irish beef would likely face include intensified competition from South America, and WTO deals in the medium-term, Bord Bia said.
