Irish beef exports to Germany grow, as Bord Bia launches new campaign

A major new Bord Bia campaign to support Irish beef exports to Germany was launched by the Minister for Agriculture, Food and the Marine, Michael Creed in Stuttgart today.

The promotional campaign, said to be valued at almost €1 million this year alone, will target “in excess of eight million German consumers”.

In 2016, Ireland exported 23,000t of beef to Germany, a doubling in volume since 2012 (from 11,500t). According to Bord Bia, this figure is expected to reach 30,000t by 2018.

“I am delighted to launch Bord Bia’s new Irish beef campaign for the German market, introducing Irish beef’s unique sustainability credentials to German consumers for the first time,” Minister Creed said speaking from Stuttgart. “Promotional campaigns such as this enable us to showcase Ireland as a provider of safe, quality and sustainably-produced food.

“Against the Brexit backdrop, identifying opportunities, building awareness and securing business in a more diversified range of markets has never been more important to the future of our quality food production.”

Meanwhile Tara McCarthy, Bord Bia’s Chief Executive, said that building on the recent strong export performance in this competitive environment requires a sustained marketing and promotional drive such as this campaign.

Irish beef continues to perform in what is considered an important premium market, with beef exports rising to €142 million in 2016 – from €92 million just four years ago.

“This campaign follows comprehensive consumer research in the German market and a highly encouraging performance by industry,” she said.

As part of the campaign planning, Bord Bia undertook consumer research to “gain a better understanding of German consumer attitudes to Irish beef”.

Donal Denvir, Bord Bia’s German Manager, explained: “The research found that there is a huge interest among German consumers around the topics of food sustainability, origin and animal welfare. Ireland, as a food-producing nation, was viewed favourably and the image of our food production system is one that is pure, green and natural where animals freely graze on green pastures.”

Bord Bia says that it will undertake a five-year, multi-channel communications campaign – across retail, restaurant, online and social media avenues – as well as attending trade and consumer events.

Selling Ireland’s green image, the campaign will also feature an ongoing communications programme around Bord Bia’s sustainability initiative, Origin Green. Since the inception of Origin Green, over 137,000 carbon assessments have been completed on Irish beef and dairy farms, or an average of 800 assessments per week.

Sixth largest export market

Germany is Ireland’s sixth largest export market for food and drink. It is estimated to be worth €600 million. Irish dairy, beef and prepared foods are Ireland’s top food exports to Germany.

Bord Bia
Irish food and drink exports to Germany

As part of Minister Creed’s visit to Germany, a week-long programme of trade activity is underway surrounding the St. Patrick’s Day festive period, which includes “high-level trade meetings” and networking events.