Today, Irish beef is available in more than 10,000 retail and foodservice outlets across the German market, compared to just 2,500 three years ago. The value has increased by a further 9.8 per cent in the first six months of this year compared to the same period last year.
This welcome boost in sales follows the initial two years of a three-year planned promotional campaign in the market, co-ordinated and executed by Bord Bia. The campaign, aimed at trade and consumers alike, includes specialist print and online advertising, PR and targeted in-store promotions and will continue throughout the year ahead.
Speaking at Anuga, the world’s largest food and drink trade fair taking place in Cologne, today the Minister for Agriculture, Food and the Marine Simon Coveney TD commended the industry for its highly encouraging performance in a competitive environment.
“This year, despite a challenging economic and trading environment, Irish beef exports to Germany are expected to exceed the €100m mark. This is a strong endorsement for the industry as it continues to secure market share based on Ireland’s premium image and brand recognition in terms of quality, traceability and sustainable food production.”
According to Bord Bia’s beef campaign evaluation research, in the past two years one in five of its targeted German consumers of beef, or approximately 2.6 million people, have tasted Irish beef.
In addition, awareness within the target market, which includes high-income professionals with an interest in premium food, has increased from 40 per cent to 52 per cent within the same timeframe.
Commenting on the research findings, Bord Bia’s Chief Executive Aidan Cotter said: “The increased exports and heightened awareness provide us with tangible results and highlight the positive impact of this campaign, while validating the premium strategy and market positioning, which we continue to pursue in the European marketplace, which accounts for 99 per cent of our total exports.
“The German market is one of the largest beef importers within the EU importing approximately 410,000 tonnes a year and we are on course to achieving our goal, in support of Food Harvest 2020 targets, to assist the industry in building a premium position and treble its import share by 2015.”
Meanwhile, Kerry Foods has won a global innovation award at Anuga for its Cheestrings Spaghetti product. In excess of 500 food and drink companies from around the world entered the awards, with a total of more than 1,200 concepts and products.
The judging panel selected 53 ‘best in class’ products and concepts that were impressive by virtue of their underlying ideas, innovative character and creative implementation. Cheestrings Spaghetti was selected as one of eight winners within the dairy category.
Bord Bia is organising and coordinating the presence of 17 Irish food companies at Anuga 2013, a biennial business to business event which attracts over 6,700 exhibitors and 155,000 trade visitors from 185 countries.