Press release
McConalogue welcomes EU funding award for new Bord Bia Promotion Campaigns
From Department of Agriculture, Food and the Marine
Published on
Last updated on
From Department of Agriculture, Food and the Marine
Published on
Last updated on
The Minister for Agriculture, Food and the Marine, Charlie McConalogue T.D., has today welcomed the award by the EU Commission of co-funding of over €5.3million towards new Bord Bia information and promotional campaigns.
The €3.96m Beef and Lamb campaign, Working with Nature – European beef & lamb, will drive awareness and propensity to purchase across key international markets – China, Japan, South Korea and the USA.
The €2.7m Dairy campaign, European Dairy the sustainable choice for Asia, aims to enhance the competitiveness of European dairy and more specifically increase market share of Irish dairy products in the target markets of Japan, Malaysia, Philippines, Thailand and Vietnam.
Commenting on the Commission decision, Minister McConalogue said
“I am delighted to see the EU recognition and financial support for these Bord Bia programmes to raise awareness of European beef, lamb and dairy as high quality sustainably produced products.
“Central to these campaigns is communicating the unique story of Irish farming and grass-fed food production, with Irish farm families at the heart of that message. “The campaigns are in line with the ambitions of the EU’s Farm to Fork policy, where sustainable production and consumption are key priorities. These are also reflected in our own stakeholder led strategy for the sustainable development of the agri-food sector - Food Vision 2030.”
Martin Heydon T.D., Minister of State for New Market Development, commented
“These campaigns provide an excellent opportunity for Bord Bia to communicate the value of our premium quality, safe and nutritious food offering in these priority markets. The beef and lamb campaign aligns well with the work of my own Department to secure meat market access to new markets, as well as retaining and enhancing our existing market access.”
Fruit and vegetables
Bord Bia has also been successful in a multi-Member State promotion programme where it will be working with European partners to increase the consumption of fresh Fruit and Vegetables in Ireland, France and Belgium. This campaign has a total budget of €5.4m over a three year duration and €1.5m of this will be invested in Ireland over the three years.
Senator Pippa Hackett, Minister of State for Land use and Biodiversity – commented: .
“There are many benefits to buying fresh local tasty produce in season, I look forward to seeing this programme progress over the next three years, given its focus on increasing the consumption of fresh fruit and vegetables in the Irish population”
Further Applications
Minister McConalogue then highlighted that
“The 2022 call for proposals will open in February 2022 and I look forward to the further submission of new Irish applications to the European Commission for this competitive process“.
More information available on https://ec.europa.eu/chafea/agri/en