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.

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Market research undertaken in 2019 by Bord Bia shows less than 9% of European consumers are aware of what suckler beef is.