Bord Bia is using traceability and the benefits of locally sourced food to promote Irish beef to its home market. The Irish Food Board is targeting retail and foodservice outlets with its autumn slogan, “Know where your beef is coming from”.
It is also running a national ad campaign focusing on quick and easy ways to cook beef. A Bord Bia spokesman said: “While 94% of households buy beef on average once a week, there is potential to increase the volume and frequency of purchases.”
The drive is part of a E10m pan-European campaign to offset loss of business to the UK after the OTM ban is lifted on November 7.