A €3.8m fund has been received by Bord bia through the Department of Agriculture to promote Irish pork and poultry in China and Mexico. The aim is to implement a three-year campaign to strengthen awareness in Europe’s high-quality standards and increase pigmeat exports across both markets.
Pork exports will be promoted in both China and Mexico, while poultry will solely be focused on the Chinese market. The Department expect that the campaign could provide the basis for exports going from 15,000t to 25,800t. The campaign will be targeted across all levels of business.
A further fund of €5.5m has been secured for a potato campaign that will include Ireland, France and Belgium. This three-year campaign will see a €1.95m allocated to the promotion of the Irish potato market from 2020 to 2022.
The aim of this campaign is to connect with younger consumers in order to secure demand into the future.
The potato campaign will focus on the nutritional value of potatoes how to prepare them conveniently. This will be a digitally led programme with promotional material being concentrated across social media platforms.