Irish beef promotion builds on German success
Published:  31 October, 2016

Bord Bía, the Irish food board, has launched an Irish beef promotion with the Maredo steakhouse chain, a market leader in Germany. 

The Maredo campaign declares Irish beef to be “wholesome, juicy and Irish” and the month-long promotion offers Irish beef exclusively in all 48 Maredo restaurants, as well as a Facebook competition to win a trip to Dublin for St Patrick’s Day 2017.

The launch took place at the Maredo Restaurant in Frankfurt and was hosted by restaurant manager Manmohan Bedi and Bord Bía, in the company of the Ambassador of Ireland to Germany Michael Collins.  

This campaign comes as Irish beef continues to perform well in the German market, growing six-fold in seven years from €17 million in 2009 to an expected €136m by the end of this year, with total exports now at approximately 20,000 tonnes.

The continuous growth of the sector follows a major promotional campaign, developed and managed by Bord Bía, the aim of which has been to position Irish beef as a premium quality, natural, grass-fed, and sustainably produced product. A new five-year campaign will be launched in early 2017 with a renewed focus on sustainability, introducing Bord Bía’s Origin Green programme at consumer level.

To further capitalise on the success, Bord Bía has organised Irish beef in-store promotions recently in German hypermarket Real, which is Ireland`s biggest customer for Irish beef and accounts for about one quarter of beef exports to Germany. In addition, German hypermarket, Kaufland, will be targeted by Bord Bía with in-store promotions and the Irish beef Food Truck, ‘irishbeef.de on Tour’ will hit the road between now and the end of the year, covering trade fairs as well as food and arts festivals.