Day one of the Minister for Agriculture’s Simon Coveney’s promotional tour to mark the launch of Irish beef in the US will include an unveiling to US media today of Bord Bia’s strategy for marketing Irish beef in the US.

This will be followed by a high profile launch event this evening with top international chefs presenting to US buyers and food writers.

Minister Coveney has said the week is about building on the momentum of the recent announcement that Irish beef is the only European beef approved for sale in the US.

“Today in New York is the first day of our three-city promotional tour and it’s fitting that we start here in a city with a reputation for high quality food but also with deep links with Ireland.

“Our key aim is to build awareness and generate excitement about Irish beef among trade buyers and opinion formers,” he said.

Bord Bia strategy

Launching the Bord Bia US market strategy, Bord Bia Chief Executive Aidan Cotter said they will highlight the premium quality of Irish beef and sustainable practices of Irish beef producers and processors.

Bord Bia’s objective is to build awareness, gain recognition and secure advocates for Ireland’s grass-fed natural beef, he said.

“Our 16 year absence from the US market provides us with a blank canvas on which to write the story of Irish beef for an expectant audience.

“We will concentrate our immediate attention on the North East, Mid West and South East regions with a primary focus on specialist meat distributors, fine dining chefs and premium grocery chain buyers” said Cotter.


The Minister is also hosting a number of bilateral meetings with key US food buyers this afternoon to highlight the premium offering which Irish beef represents to consumers.

Accompanying the Minister on this promotional tour are all of the leading Irish beef exporters and he will join some of them later today to meet potential customers.

According to the Minister working with these large-scale distributors will be key to building the sales of Irish beef across the US.

“I’m confident that we will see some business collaborations coming out of these meetings which will mark the first tangible benefits of our securing beef access,” he said.