November 21, 2019

Ireland's Bord Bia gets US$3.4 million to promote EU pork and poultry in China and Mexico

Bord Bia, Ireland's food promotion agency, has received €3.05 million (US$3.4 million) in funding from the European Commission to promote the EU's pork and poultry in China and Mexico over the coming three years, The Irish Times reported in mid-November.

Bord Bia is spearheading the €3.82 million (US$4.2 million) information and promotional campaign, which will begin early next year, targeting a combined population of 1.5 billion people across what are viewed as two key export markets.

"The development of the Chinese and Mexican markets for European pigmeat and the Chinese market for European poultry is of the utmost importance in maintaining and growing these sectors in Ireland and in assuring a viable return for producers," said Michael Creed, Ireland's Minister for Agriculture, Food and the Marine.

As such, Bord Bia's campaign intends to strengthen awareness of Europe's high quality and production standards, he said.

As part of the campaign, Bord Bia will welcome trade representatives from both countries to visit Irish farmers and producers.

China is now Ireland's second largest export market for pigmeat, with exports for the first eight months of this year standing at more than €93 million (US$103 million).

However, the country has yet to gain access to sell poultry meat. Ireland is also working to achieve market access for Irish pigmeat to Mexico.

- The Irish Times