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Irish food to be celebrated globally this Patrick’s Day

Wednesday, 13th March, 2019 4:36pm

St Patrick’s Day is famous for a few things in Ireland and one of them is the annual flight of Government ministers to far flung destinations.

It’s all part of Bord Bia’s plan though.

Bord Bia CEO Tara McCarthy said: “St Patrick's Day is an Irish festival that's celebrated in every corner of the globe and provides Bord Bia and the Irish food and drink industry with an invaluable and tangible business opportunity. We will maximise this opportunity in our priority markets to engage with new and existing customers through ministerial-led trade meetings, retail and restaurant promotions, in-store tastings, cookery demonstrations, media briefings, online campaigns and Irish food festivals.”

This week Bord Bia hopes to use the opportunities created by Patrick’s Day to drive its strategy of defending clients in the UK market, growing business in established markets and creating awareness of Irish food in emerging markets.

Through its growing network of international offices, Bord Bia will host in excess of 100 events around the world, promoting and showcasing Irish food and drink through a series of business development meetings, social events and consumer-facing promotional initiatives. Irish food and drink is currently enjoyed in 180 markets around the world and exports reached over €12 billion in 2018.


In Europe, Bord Bia will drive its strategy of growing existing business through widespread engagement with key customers and consumers. Tara McCarthy will accompany the Minister for Agriculture, Food and the Marine, Michael Creed on his visit to Spain and Portugal where they will engage in a series of meetings with key customers from the three priority export sectors – beef, livestock and seafood. The five day programme of activity will include top-to-top meetings with key importers.



In the priority UK market, Bord Bia's London office will support a number of activities and initiatives to highlight Ireland’s food and drink offering. Along with a range of other events, on Friday 15 March, Bord Bia will participate in an industry trade event in the Irish embassy hosted by Minister for Finance, Public Expenditure and Reform, Pascal Donohue.

On St Patrick’s Day, Bord Bia is a main sponsor of the official Mayor of London St Patrick's Day parade and festival which concludes in Trafalgar Square, where all will be able to savour Irish inspired food through a number of high-end street food vendors.


Continental Europe

As a priority market for Irish beef in Europe, Bord Bia will focus its activities in Germany on building its partnership with leading retailer Edeka.

Munich is home to the biggest St Patrick’s Day Parade on mainland Europe, and this year, the 30,000 expected visitors will have the opportunity to sample Irish beef and learn about its provenance from Bord Bia’s food truck. Bord Bia is also supporting three St Patrick’s Day trade receptions in Stuttgart, Cologne and Berlin.


International markets

Further afield, the emphasis will be on creating awareness of Ireland as a sustainable source of high quality food.

Bord Bia’s expanding team in Shanghai is partnering with Glanbia, Ornua, ABP and a number of Ireland’s local partners in a promotion of Irish beef, dairy, seafood and consumer foods with, one of China’s top two e-commerce platforms with more than 350 million monthly active consumers and a rapidly expanding high-end offline retail operation. Bord Bia is also involved in Shanghai’s St. Patrick’s Festival with a stand to promote Irish food products.

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