To celebrate the Irish festival of St Patrick’s Day, which falls on Thursday 17 March, Bord Bía has planned over 100 events, from Dublin to Dubai, to champion Ireland’s iconic food and drink.
One notable event is the whirlwind visit Ireland’s Taoiseach Enda Kenny will make to the Obama family at the White House today (Tuesday 15 March). The Irish politician is due to present a hamper of top Irish exports – such as beef, whiskey and cheese – to the US president today.
Bord Bía has also sent salmon, air-dried lamb, cheeses and beef to dozens of embassies around the world to ensure the political elite are aware of St Patrick’s Day.
‘Highlight the quality’
In total, 175 countries import traditional Irish food and drink products and exports reached €10.8bn ($11.98bn) in 2015, according to Bord Bía. Popular products include Guinness, prime Irish beef, pork sausages, farmhouse cheese, whiskey and seafood.
“St Patrick’s Day provides Bord Bía, and the Irish food and drink industry, with an invaluable opportunity to highlight the quality and sustainability credentials of our produce,” said Bord Bía’s chief executive Aidan Cotter.
“Events and promotional campaigns allow us to engage with new and existing customers to tell the story of Origin Green [Ireland’s commitment to sustainable food production], our industry and its producers, on a scale unmatched by the national day of any other country.”
The UK is Ireland’s largest export market and Bord Bía is launching a “major” promotion of Irish food across 100 retail stores.
Other events in Paris, Germany, Italy, Sweden, Russia, China and Dubai are schedule to take place this week.