'Major Irish beef promotion' rolled out across 26 European countries
Supermarket chain Lidl has launched "a major Irish beef promotion across 26 European countries".
The promotion comes following Ireland’s success at the most recent World Steak Challenge.
The promotion focuses on four cuts of Irish steak sourced by Lidl from Dawn Meats and Liffey Meats.
The supply contract is valued at €10 million, which increases Lidl’s beef exports to more than €32 million this year.
The promotion commenced in the UK in March, with activity subsequently taking place across a number of European markets over recent months. The initiative is now concluding with the final phase of the promotion taking place this month.
According to Lidl, the promotion "has already proven to be wildly popular with Lidl shoppers across the retailer's European network of stores".
The promotion features Irish premium cuts including:
- Striploin;
- Fillet;
- Ribeye;
- Sirloin.
The promotions will be available for a limited time in each market, concluding in Slovakia at the end of July.
The campaign builds on Ireland winning the ‘World’s Best Steak’ title in 2025, when a grass-fed Angus striploin produced by Dawn Meats, in partnership with Lidl, took the top award.
Bord Bia has supported the rollout of the promotion through its network of international offices and local market teams in key beef export countries, including Belgium, France, Italy, the Netherlands and the UK.
In Germany, Irish beef has sold out in two separate promotions.
Commenting on the initiative, Kevin Duffy, Lidl Ireland chief commercial officer said: “We are proud to work with our Irish suppliers to bring award-winning Irish beef to customers across Europe and the UK.
"Irish beef is a global gold standard and we are proud to showcase the excellence of the industry across our extensive international store network, bringing Irish provenance to the global stage.
"At Lidl, providing the highest-quality products at the best value on the market has always been our promise to our customers.
"We’re delighted to support our Irish beef suppliers, procuring more than €100 million worth of beef annually from our long-standing supplier partners and supporting them in further growth by exporting €35 million of that to international markets."
According to Duffy, working with Lidl Ireland will provide Irish suppliers with opportunities to "easily access global markets, showcasing the best, local produce worldwide".
"We’re very proud to be home to the ‘World’s Best Steak’ and provide world-class Irish produce at the best value on the market to Lidl shoppers near and far," Duffy added.
Dawm Meats
Niall Browne, CEO of Dawn Meats said that winning the World’s Best Steak "is fantastic recognition for Dawn Meats and for its farmer suppliers".
“We truly believe in the quality of Irish grass-fed beef, and this promotion is a great opportunity to bring that quality to more consumers across Europe.
"As a leading global meat company, our focus is on producing consistent quality, great-tasting, nutritious beef from sustainable sources and we are delighted to see this product being well received in homes and on barbecues across Europe this summer.”
Liffey Meats
Liffey Meats, who won six medals at the 2025 World Steak Challenge, including gold medals for its grass-fed Irish Angus fillet and ribeye steaks, is also featured in the promotion.
Ciaran Beirne, retail sales director at Liffey Meats, said: “This promotion, spanning 26 European countries, provides an outstanding opportunity to showcase the consistent quality of our award-winning Irish Quality Assured grass-fed beef on a significant international scale.
"We are delighted to partner with Lidl in strengthening Ireland's position as a leading exporter of premium-quality beef.
"This initiative reflects Lidl's continued commitment to Irish suppliers and recognises the dedication, hard work, and high standards of the farmers who supply this exceptional product.”
Bord Bia
Mark Zieg, beef sector manager at Bord Bia, said the global beef promotion shows the strength and reputation of Irish beef internationally.
“Through our network of 14 overseas offices, Bord Bia works with partners like Lidl to build demand for Irish beef, highlighting its quality from sustainable farming and grass-fed production.
"The World Steak Challenge win helped open doors, and it’s positive to see that converting into real opportunities for Irish exporters across Europe.”
Irish beef exports exceeded €3.4 billion in 2025, up 24% year-on-year.
World Steak Challenge
The World Steak Challenge is coming into its twelfth year in 2026, and is regarded as "the ultimate benchmark for steak producers worldwide".
2025’s judging panel, comprising over 60 international experts, assessed entries on both raw and cooked criteria.
A total of 304 medals were awarded, with Ireland taking home the greatest medal haul of 68 gold, silver, and bronze medals.
