NI announces two year European campaign

Northern Ireland has announced a new two-year campaign to accelerate its red meat sales to Europe.

Invest Northern Ireland has put a structured programme of activities in place to expand sales of beef and lamb to retailers and foodservice customers in France, Italy, the Netherlands, Spain and Scandinavia by 2011.

The programme, which gets under way in November, includes the appointment of dedicated marketing advisers in each of the five markets to help pinpoint sales opportunities and convert these into firm business by arranging face-to-face meetings with key buyers and Northern Ireland processors.

Northern Ireland Enterprise minister Arlene Foster said: “Invest NI will work closely with participating local red meat companies to develop sales in each of our target markets – France, Italy, the Netherlands, Spain and Scandinavia.

“This work will include visits to Northern Ireland by European retail and foodservice buyers and the proactive promotion of our local beef and lamb in Europe.”

The new campaign will build on the achievements of Invest NI marketing activity across Europe over the past 18 months, which has so far resulted in £25m-worth of new business for the local meat industry and found a high level of interest in Northern Ireland products, particularly among major retailers such as Carrefour and foodservice businesses across all of the markets.