Bord Bia is to officially relaunch its Irish beef campaign in China when the Chinese New Year festivities kick off in just over one month’s time.
The announcement follows the reopening of Chinese markets to Irish beef on Monday, overturning a suspension on imports that had been in place since October 2024.
Irish beef had been granted access to China since January of the same year.
“This is positive news for the Irish beef sector, offering exporters the opportunity to broaden their market options and capture returns across a range of specialist beef cuts,” Bord Bia’s CEO Jim O’Toole said.
“In the longer term, Bord Bia, working closely with Irish exporters, is committed to building stable, sustainable growth for Irish beef in the Chinese market.”
The announcement from Chinese authorities that Irish beef exports to China can now resume has since been confirmed by Taoiseach Micheál Martin and Minister for Agriculture Martin Heydon.
An Taoiseach, who met with China’s president Xi Jinping last week, said that Beijing’s move “reflects the confidence of the Chinese authorities in the robustness, transparency, and effectiveness of Ireland's animal health, traceability, and food safety systems”.
Dialling up promotions
Bord Bia’s China manager Sinead Kennedy stated that the authority had been continuously engaged with Chinese importers over the duration of the suspension.
“This includes promotional activities under Bord Bia's €3.45m EU-funded campaign to promote beef and lamb, which has already been launched in Japan and Singapore,” Kennedy said.
Bord Bia’s Shanghai office will officially relaunch Irish beef to the market in February for Chinese New Year which runs from 17 February to 3 March.
The EU co-funded beef and lamb campaign will commence in Beijing in March.
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Bord Bia is to officially relaunch its Irish beef campaign in China when the Chinese New Year festivities kick off in just over one month’s time.
The announcement follows the reopening of Chinese markets to Irish beef on Monday, overturning a suspension on imports that had been in place since October 2024.
Irish beef had been granted access to China since January of the same year.
“This is positive news for the Irish beef sector, offering exporters the opportunity to broaden their market options and capture returns across a range of specialist beef cuts,” Bord Bia’s CEO Jim O’Toole said.
“In the longer term, Bord Bia, working closely with Irish exporters, is committed to building stable, sustainable growth for Irish beef in the Chinese market.”
The announcement from Chinese authorities that Irish beef exports to China can now resume has since been confirmed by Taoiseach Micheál Martin and Minister for Agriculture Martin Heydon.
An Taoiseach, who met with China’s president Xi Jinping last week, said that Beijing’s move “reflects the confidence of the Chinese authorities in the robustness, transparency, and effectiveness of Ireland's animal health, traceability, and food safety systems”.
Dialling up promotions
Bord Bia’s China manager Sinead Kennedy stated that the authority had been continuously engaged with Chinese importers over the duration of the suspension.
“This includes promotional activities under Bord Bia's €3.45m EU-funded campaign to promote beef and lamb, which has already been launched in Japan and Singapore,” Kennedy said.
Bord Bia’s Shanghai office will officially relaunch Irish beef to the market in February for Chinese New Year which runs from 17 February to 3 March.
The EU co-funded beef and lamb campaign will commence in Beijing in March.
Read more
Chinese market reopens for Irish beef
BSE jinx hits Irish beef exports to China again
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