Bord Bia launched the South Korean phase of its new €3.9 million EU pork and beef campaign in Seoul on Thursday June 13.
The three-year campaign is intended to build awareness of Ireland as a supplier of high-quality, sustainably-produced beef and pork. It will cover South Korea, Vietnam and the Philippines and is targeting a combined population of 250 million people.
To launch the initiative, Bord Bia invited over 100 Korean food industry representatives, including top importers, distributors, wholesalers and influential chefs, to an EU pork and beef seminar in Seoul, which featured presentations on Irish pork and beef production.
Aiming To Strengthen Awareness Of "High Standards" In Production
Speaking at the event, Ireland's minister for agriculture, food and the marine, Michael Creed, said "This project aims to build and strengthen awareness of the European Union’s high standards in the production of quality pork and beef, particularly those from Ireland. It is strongly aligned with Food Wise 2025, our plan for the Irish agri-food sector, which has international market development built on customer and consumer led insights as a key theme."
Meanwhile, Bord Bia's chief executive, Tara McCarthy, commented, "This new campaign will be rolled out across [South Korea, Vietnam and the Philippines], each of which will have a specific target audience, product focus and tailored promotional activities. Over the next three years, Bord Bia will target more than 500 key trade and decision-makers, and over 300,000 buyers will be accessible to our meat exporters at international trade shows. We will also target and welcome 90 overseas trade representatives to visit Irish farms and processors."
© 2019 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
