Bord Bia targets China and Mexico with EU funding

By Aidan Fortune contact

- Last updated on GMT

Bord Bia targets China and Mexico with EU funding

Related tags: Pork, Poultry, Beef, Ireland, China, Mexico, Bord bia

Irish food board Bord Bia is to push pork and poultry to the Chinese and Mexican markets with the help of EU Commission funding.

The EU Commission has pledged to pay €3.05m towards Bord Bia’s €3.82m ‘European Pork and Poultry – Excellence in Quality Assurance and Food Safety’ campaign.

The three-year campaign will include presence at trade fairs, technical seminars, digital media, and PR, targeting trade professionals, market influencers, key decision makers and media.

Minister for Agriculture, Food and the Marine, Michael Creed explained the importance of these 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.”

Bord Bia CEO Tara McCarthy said: “Securing this EU funding highlights the confidence in Ireland as a well-established exporter of quality, sustainably produced pork and poultry.”

Irish beef to China

This comes as Creed heads to Shanghai and Beijing in an effort to “strengthen trading relationships and create opportunities for the Irish agri-food and drinks sector,” with a focus on beef.

He said “this visit will build on the recent approval of an additional tranche of 14 beef plants to export to China, with a total of 21 beef plants are now approved to export”​.

“Exports this year have already risen to 4,600 tonnes, valued at over €21m, to the end of August. With the approval of the additional plants allowing for greater supply, there is now significant potential for future growth.”

Creed will be accompanied by Bord Bia’s McCarthy. She added: “Chinese market access and beef plant approvals spearheaded by Department of Agriculture Food & Marine, alongside Bord Bia’s intensive Chinese market insight work over three years have laid the foundation for long term growth in the Chinese market. 

“The upcoming trade visit represents an exciting next phase in our strategy where we will build awareness and drive sales of Irish beef by forging new relationships and deepening existing links with key Chinese food service and eCommerce customers. Our 2020 marketing strategy for China will systematically build the reputation of food brand Ireland among Chinese customers and consumers; starting with the announcement next week of a major promotion that will place Irish beef front and centre with Chinese consumers.”​        

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