The EU’s action plan for organic farming aims to achieve 25% of EU agricultural land under organic production by 2030.

Boosting consumer demand for organic products is an important part of the EU’s action plan for organics and Ireland has invested significantly in the organic sector in recent years.

As part of this investment, Bord Bia is focused on promoting Irish organics to both trade customers and consumers to increase market demand in high potential markets.

In 2024, Bord Bia research across seven European markets found strong demand for Irish organic food, with 68% of organic shoppers willing to buy it.

Ireland was also the preferred imported organic product when local options were unavailable.

Two years ago Bord Bia was awarded funding from the EU to promote organic beef and sheepmeat across four EU markets: Austria, Sweden, Germany, and Belgium.

Germany and Belgium are the largest EU export markets for Irish organic beef and lamb.

Approximately 15% of organic Irish beef and 25% of organic Irish lamb is destined for Germany while nearly one quarter of organic Irish lamb is exported to Belgium.

Austria and Sweden have thriving organics markets, and Bord Bia research conducted in 2024 identified all four markets as offering opportunities for growth (see further information below).

Pasture Raised in Ireland

Bord Bia is halfway through the EU Organic Beef and Lamb, Pasture Raised in Ireland campaign which started in June 2024.

During the three-year campaign, €2.7 million (80% co-funded by EU) will be invested across Germany, Belgium, Sweden, and Austria until June 2027.

The campaign aims to raise awareness of the positive attributes of pasture raised organic beef and lamb from Ireland. 

The campaign emphasises Ireland’s pasture and outdoor farming credentials, which are a key differentiator against our export market competitors.

This is the first EU co-funded campaign for organic beef and lamb and comes at a pivotal time for the sector, as we look to increase market demand at home and in key export markets.

A challenge for the sector is the comparatively low supply, however by boosting market demand the aim is to help maximise organic production.

John Purcell, organic farmer and managing director of The Good Herdsmen, explained the value of the Pasture Raised in Ireland campaign for Irish organic producers.

He said: “The ‘Pasture Raised in Ireland’ campaign provides an excellent platform to showcase the quality and integrity of Irish organic beef and lamb to key trade customers and consumers in Europe.

"Along with Bord Bia, we are dedicated to expanding markets for Irish organic beef and lamb while supporting farmers nationwide in exploring the opportunities that organic farming can bring to both organic and conventional systems.” 

Pasture Raised in Ireland - Campaign activity

Most recent activity as part of the campaign included trade events in Sweden, Germany, and France. 

From November 19-20, Bord Bia exhibited at the Nordic Organic Food Fair in Malmo, Sweden, with an information stand about organic beef and lamb featuring celebrity chef, Claus Holm.

The two-day trade show attracts organic buyers from across the Nordic region. Bord Bia also hosted an organic meat academy event in Malmo, to coincide with the show, with buyers, chefs, and trade media in attendance.

In late November, Bord Bia participated in the 20^th German meat congress (Fleischkongress), held in Mainz, where we spoke about Ireland’s organic beef production. 

In Paris, Bord Bia exhibited at the Natexpo trade show from November 30 to December 2.

The trade fair attracts buyers from France and Belgium as well as from The Netherlands and Italy.

Commenting on the recent campaign activity, Daniel O’Dwyer, Country Sales manager, Dawn Meats said: “The Organic Meat Academy in Malmö was a fantastic opportunity for us to connect with Nordic buyers and showcase the premium quality of Irish organic beef and lamb.

"These events give us a chance to tell the story behind our pasture-based production system and strengthen relationships with both new and existing customers in a market that values sustainability and animal welfare.” 

Irish organic beef and sheep snapshot

Over 5,500 Irish farmers in the Organic Farming Scheme (OFS);
There are 2,750 organic beef farms and 1,750 organic sheep farms in Ireland;
Nearly 90% of new entrants are livestock farmers;
Approximately 10,000 organic cattle and 15,000 organic sheep were processed in 2024.