Funding secured to push Irish beef in Asia - leatherbiz: Leading news Leatherbiz

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Funding secured to push Irish beef in Asia

08/03/2017
Ireland’s department of agriculture, food and the marine has given its backing to a campaign which will see lamb and beef from the country promoted in China, Japan and Hong Kong. 

The total investment in the campaign will be €3.75 million, with €3 million in funding coming from the European Union (EU). The rest will be from the Irish Food Board (Bord Bia). 

“I am delighted to see EU recognition and financial support for an attractive industry programme to raise awareness among Chinese and Japanese consumers of the versatility and nutritional value of European beef and lamb,” said Michael Creed, Ireland’s Minister for Agriculture. 

Tara McCarthy, chief executive of Bord Bia said each of the market territories will have a specific target audience, product focus and tailored promotional activities. 

“This additional funding has enabled us to significantly intensify our promotional work in the Asian market including participation at five key trade shows in the region, compared to two last year,” she added. 

Related stories:

Ireland agrees beef deal with Saudi Arabia 28/02/2017
Minister claims progress made on Irish beef entering China 08/09/2016
EU countries targeting Japan for beef 10/06/2016
Ireland announces first EU beef exports to the US for 16 years 05/01/2015

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