Bord Bia is using St. Patrick’s Day to promote Irish food and drinks to consumers and buyers around the world, running over 100 promotional events through its offices across the globe.
In the UK, Bord Bia is coordinating major promotions for Irish goods in 100 retail stores, with support from an online and social media campaign with chef Paul Foster. Londoners also had a chance to sample Irish fair at Bord Bia London’s ‘Irish Food Market’, which took place in Trafalgar Square yesterday (March 13).
In Paris, the Chefs Irish Beef Club, Bord Bia’s initiative that brings together award-winning chefs who use Irish beef from around the world, will host an event to welcome its newest member, Claude Colliot – who features Irish Hereford beef on the menu of his high-end Parisian restaurant.
Bord Bia hosted a German media and trade event at the Scholss Elamau in Munich, Germany, where Michelin Star Chef, Mario Corti served Irish beef. Over 30,000 German consumers also visited the city’s St. Patrick’s Day parade, where they had the opportunity to sample a range of Irish foods.
An Tánaiste Joan Burton is join Bord Bia in Italy for a meeting at Metro’s headquarters in San Donato Milanese, which currently supplies over 53,000 restaurants, 68,000 bars and 23,000 private and public canteens with Irish beef. Meanwhile, Bord Bia Spain is running an Irish beef promotion in the flagship stores of premium retail chains AlCampo and El Cortes Ingles.
In China, Bord Bia is set to launch an online promotion for Irish seafood with e-commerce platform SF Best, while premium Irish oysters will make their way on to the menu of restaurant chain Oodling in Shanghai and Hongzhou.
Finally, while Bord Bia has sent samples of Irish food to embassies across the country, this week An Taoiseach Enda Kenny is set to present a hamper of Irish food and drink products in person to the Obamas and Dr. Jill Biden during his visit to the White House.
Aidan Cotter, Bord Bia’s Chief Executive commented, "St. Patrick’s Day provides Bord Bia, and the Irish food and drink industry, with an invaluable opportunity to highlight the quality and sustainability credentials of our produce.
"Events and promotional campaigns allow us engage with new and existing customers to tell the story of Origin Green, our industry and its producers, on a scale unmatched by the national day of any other country."
© 2016 - Checkout Magazine by Jenny Whelan.
