Bord Bia plans to spend €6m over the next three years to develop a suckler beef brand focused on continental Europe.
At a meeting of the Beef Market Taskforce in October it was agreed a suckler beef brand would be developed. The brand will be focused on Italian and German markets and aim to increase awareness of suckler beef and generate demand.
Market research undertaken in 2019 shows less than 9% of EU consumers are aware of what suckler beef is. However, there is large demand for the qualities associated with it – namely authentic, ethically and naturally raised meat.
ADVERTISEMENT
Branding
Development of the brand began in November this year. The theme “wholesome: reared as nature intended” was particularly well received in Bord Bia’s market research so the brand is likely to be focused around a similar message.
It will be launched next year accompanied by a PR campaign on the suckler beef story.
Over the three years a “suckler beef academy” will be set up to educate buyers and journalists visiting Ireland about suckler beef. A monitoring group comprising Meat Industry Ireland, farmer representatives and beef producers will also be set up.
This content is available to digital subscribers and loyalty code users only. Sign in to your account, use the code or subscribe to get unlimited access.
The reader loyalty code gives you full access to the site from when you enter it until the following Wednesday at 9pm. Find your unique code on the back page of Irish Country Living every week.
CODE ACCEPTED
You have full access to the site until next Wednesday at 9pm.
CODE NOT VALID
Please try again or contact support.
Bord Bia plans to spend €6m over the next three years to develop a suckler beef brand focused on continental Europe.
At a meeting of the Beef Market Taskforce in October it was agreed a suckler beef brand would be developed. The brand will be focused on Italian and German markets and aim to increase awareness of suckler beef and generate demand.
Market research undertaken in 2019 shows less than 9% of EU consumers are aware of what suckler beef is. However, there is large demand for the qualities associated with it – namely authentic, ethically and naturally raised meat.
Branding
Development of the brand began in November this year. The theme “wholesome: reared as nature intended” was particularly well received in Bord Bia’s market research so the brand is likely to be focused around a similar message.
It will be launched next year accompanied by a PR campaign on the suckler beef story.
Over the three years a “suckler beef academy” will be set up to educate buyers and journalists visiting Ireland about suckler beef. A monitoring group comprising Meat Industry Ireland, farmer representatives and beef producers will also be set up.
If you would like to speak to a member of our team, please call us on 01-4199525.
Link sent to your email address
We have sent an email to your address. Please click on the link in this email to reset your password. If you can't find it in your inbox, please check your spam folder. If you can't find the email, please call us on 01-4199525.
ENTER YOUR LOYALTY CODE:
The reader loyalty code gives you full access to the site from when you enter it until the following Wednesday at 9pm. Find your unique code on the back page of Irish Country Living every week.
SHARING OPTIONS