Supermarket chain Lidl has announced an export deal worth €14m for Bord Bia quality approved Irish beef to the US and Europe.The beef will be provided by Lidl's exclusive supplier Liffey Meats in Cavan.
Supermarket chain Lidl has announced an export deal worth €14m for Bord Bia quality approved Irish beef to the US and Europe.
The beef will be provided by Lidl's exclusive supplier Liffey Meats in Cavan.
Ciaran Beirne of Liffey Meats said they looked forward to “bringing premium grass-fed beef to consumers across the globe”.
Bord Bia
The deal will see 17 Bord Bia approved products exported over the next year to Lidl stores in the US and Europe.
CEO of Bord Bia Tara McCarthy said she was pleased to see Lidl’s “tangible efforts to support the Irish beef industry and their continued commitment to sourcing Bord Bia quality assured Irish beef”.
McCarthy also acknowledged it was a particularly challenging time for Irish farmers.
Promoting Irish beef
Lidl highlighted that the deal would include 250,000 burgers across 3,200 of ita German stores and two planned promotions in the US.
Three years ago Lidl were the first Irish retailer to facilitate a deal with its US counterparts that saw Irish beef labelled with the USDA seal of approval.
US expectations
While many Irish farmers will welcome the deal, some will remember that Irish beef exports to the US have fallen short of the forecast €100m when the market was opened by then Minister for Agriculture Simon Coveney in 2015.
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