November 5, 2018


Ireland Bord Bia's campaign to promote meat in Asia receives funding from EU


The EU Commission will provide EUR3.16 million (US$3.6 million) in the support of the Bord Bia Irish Food Board's EUR3.9 million (US$4.44 million) campaign that would promote European pork and beef over three years in the Philippines, South Korea and Vietnam.


The move was welcomed by Michael Creed, Ireland's Minister for Agriculture, Food and the Marine. The minister had recently concluded a trade mission to Indonesia and Malaysia, where he focused on expanding opportunities for Irish meat and dairy in South and East Asia.   

The campaign, called "European pork and beef - Excellence in quality and production standards", will begin in early 2019 and will reach out to the combined population of South Korea, Vietnam and the Philippines, which stands at 250 million people. As it seeks to win over Asians into consuming European pork and beef - thus, stimulating exports from Europe to these countries - the campaign would also bolster awareness of meat products from Ireland. 

Ireland's beef and pork found a significant place in the Philippines since market access opened in 2014. As for Vietnam and South Korea, these markets - which already avail access for Irish pork - are regarded as "high priority..., both with prospects that have been identified within the top five potential meat markets by Bord Bia," according to Creed.

"Food Wise 2025 – our industry led plan for the agri-food sector foresees a sector that acts more strategically and achieves a competitive critical mass in the international marketplace," he said. "I commend the Irish meat industry for their positive input and for their collaboration in the co-funding of the national element of this programme."

With the campaign, Bord Bia will focus on "more than 500 key trade and decision makers to attend technical seminars," said Tara McCarthy, Bord Bia's chief executive. In addition, more than 300,000 buyers will be accessible to Irish meat exporters at international trade shows.

Bord Bia will also invite 90 foreign trade representatives to visit Irish farms and producers.

- AgriLand