Bord Bia will promote EU beef, lamb dairy and horticulture across Asia, Europe and the U.S in three campaigns for the next three years.
The value of the Irish food and drinks exports to Asian has increased 14 per cent to €1.4 billion since 2016.
A spokesperson for Bord Bia described the campaigns and “significant” and said that, along with educating millennials on increasing their consumption of fruit and vegetables as part of a healthy balanced diet, the campaigns will, for the first time, also provide information on sustainable consumption methods such as waste reduction.
Tara McCarthy, Bord Bia chief executive said the group’s aim behind the campaigns will promote Ireland as a secure supplier of safe and sustainably produced beef, lamb and dairy.
The campaigns are valued at €13.4 million, which includes €9.7 million in EU funding and €3.7 million from Bord Bia and industry funding.
Its first campaign ‘European Dairy’ and will be shown in Japan, Malaysia, Vietnam, Thailand and the Philippines.
Targeting trade buyers in China, Japan, South Korea and the U.S, the focus of the second campaign is ‘Working with Nature – European Beef and Lamb’.
France and Belgium’s millennials (25 to 40 year olds) will be targeted in the third campaign to promote eating fruit and vegetables.
LSL News.