EU Commission will fund Irish pork and beef promotion in Asia

The European Union has earmarked over €3 million to help promote Irish pork and beef products in south-east Asia over the next three years.

The Bord Bia campaign will target the Philippines, South Korea and Vietnam, and will cost €3.9 million, most of which will come from the EU Commission.

This is part of a wider campaign, which begins early next year, called ‘European Pork and Beef – Excellence in Quality and Production Standards’ – and will target 250 million potential consumers across the three countries.

The announcement of the EU’s €3.16 million in funding comes just after the Minister for Agriculture, Food and the Marine, Michael Creed, completed a week-long trade mission in the region.

Minister Creed said: “I am delighted to see the EU’s recognition and financial support for an attractive industry programme to raise awareness of European pork and beef as high-quality products.

“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 added.

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.

Bord Bia claims that the three target countries are potential markets for Irish exports, largely because of their growing middle classes.

Bord Bia’s chief executive, Tara McCarthy, claimed: “Securing this funding highlights the confidence in Ireland as a well-established exporter of quality, sustainably produced pork and beef.

“This campaign gives us the opportunity to broaden our promotional efforts at a time when expansion into international markets is becoming increasingly important,” she added.