Bord Bia Launches Grass-Fed Irish Beef Advertising Campaign In The UK

Bord Bia has launched a major UK marketing campaign that places grass-fed Irish beef in the spotlight in a bid to drive awareness of its premium qualities and Ireland’s unique grass-fed production systems.

The campaign, which involves a television advertisement that will run during the month of October on ITV breakfast shows as well as digital advertisements and collaborations with high profile UK chefs, is being released in parallel with the launch of Bord Bia’s new Grass-Fed Standard for Beef in the UK this month.

The Grass-Fed Standard is the world’s first independently verified standard on a national scale, which allows Irish processors to track and verify the percentage of grass consumed in the diet of Irish beef herds.

The Grass-Fed model will use data collected during the ISO-accredited Sustainable Beef and Lamb Assurance Scheme (SBLAS), which is Bord Bia’s quality assurance scheme on Irish farms, at on-farm audits to determine the grass fed status of each participating herd.

“A Timely Opportunity”

Bord Bia GB meat market specialist Emmet Doyle stated, “This campaign is a timely opportunity to showcase Ireland’s high standards in grass-fed production systems and highlight the tradition and care of Irish farmers with consumers across the UK. It enables us to showcase the commonalities between British and Irish beef, and how Ireland continues to be the perfect source of premium quality and delicious tasting grass fed beef.”

Ireland’s beef exports to the UK were valued at almost €850 million in 2019.

Original Article by Dave Simpson of Hospitality Ireland.

Stay up to date

Latest News

  • Five Irish Food Venues Being Sold
    Five Irish Food Venues Being Sold

    Five Irish food venues are being sold.   Details As listed on Daft.ie, a property comprised of a fast food take-away and…

    10 November, 2022

  • Four Star Pizza Partners With BWG Foodservice For Supply Deal
    Four Star Pizza Partners With BWG Foodservice For Supply Deal

    Four Star Pizza has partnered with BWG Foodservice in a multimillion euro deal over the next five years for the exclusive supply of…

    10 November, 2022

  • Cliff Group Appoints New Joint Managing Directors
    Cliff Group Appoints New Joint Managing Directors

    Hotel and hospitality company Cliff Group has appointed Patrick Shields and Tristan Jacob as joint managing directors. Shields’s Responsibilities In his new…

    10 November, 2022

  • Fota Island Resort Appoints New Executive Chef
    Fota Island Resort Appoints New Executive Chef

    Fota Island Resort has announced the appointment of Tomasz Pawlak as its executive head chef. Pawlak’s Background Originally from Poland, Pawlak…

    10 November, 2022

  • Griffin Hotel Group Returns To Profit, Details Plans For Solar Farm
    Griffin Hotel Group Returns To Profit, Details Plans For Solar Farm

    Griffin Group Hotels Limited, which operates Monart Destination Spa, the Ferrycarrig Hotel in Wexford and Hotel Kilkenny, has filed its 2021…

    10 November, 2022

  • Shelbourne Hotel Of Dublin Records Increase In Revenue
    Shelbourne Hotel Of Dublin Records Increase In Revenue

    Dublin’s Shelbourne Hotel has recorded an increase in revenue for last year. Details As reported by the Irish Independent, according to…

    10 November, 2022

We use cookies in order to give you the best possible experience on our website. By continuing to use this site, you agree to our use of cookies.
Accept
Reject