Bord Bia has announced a global programme of promotional and trade activities across 13 countries in celebration of St Patrick’s Day.
Throughout March, Bord Bia will be hosting over 40 St Patrick’s Day events across three continents, targeting both trade customers and consumers. These events, which span key international trading markets including the US, UK, Europe, and Nigeria, are designed to enhance Ireland’s reputation as a supplier of high-quality, sustainably produced food and beverages.
Bord Bia CEO Jim O’Toole will visit Washington for trade engagements and meetings with senior representatives from the Irish food and drink industry.
“For Bord Bia, St Patrick’s Day serves as an important commercial opportunity to leverage international goodwill towards Ireland," said Jim O’Toole. "It allows us to showcase the best of Ireland's food and drink exports globally, which were valued at €17 billion last year."
The 2025 calendar of activities include senior-level trade engagements, digital campaigns, retail and restaurant promotions, in-store tastings, cookery demonstrations and on-the-ground Irish food festivals. All of these activities aim to increase the global footprint of Ireland’s sustainable food and drink industry.
In the UK, Bord Bia will sponsor the Lord Mayor of London’s official St. Patrick’s Day celebration at Trafalgar Square, which attracts over 50,000 visitors. Celebrity Irish chef Anna Haugh will also be showcasing Irish beef, farmhouse cheese and oysters at Myrtle restaurant in London.
In the US, Bord Bia will exhibit at the Annual Meat Conference in Orlando, Florida, the US’ largest gathering of meat industry professionals. Irish meat will be positioned as a premium offering in the US market, emphasising its distinctive qualities in terms of production and taste.
France will see one of Bord Bia’s largest initiatives which includes a two-week shopper marketing promotion at 250 Carrefour hypermarkets around the country. This campaign will showcase a wide array of Irish products, including beverages, seafood, beef, and more. For drinks, Bord Bia will run a Spirit of Ireland training session on the merits of Irish whiskey for retail staff at drinks chain, Intercaves (80 stores in France), at its annual training convention.
Other major events and activities are planned for Nigeria, Vietnam and Belgium.
“This year’s strategic and energetic programme of activity underscores Bord Bia's unwavering commitment to showcasing the quality, diversity, and sustainability of Irish produce to the world, reaffirming Ireland’s standing as a leading player in the global food and drink industry,” said Jim O’Toole.
