Bord Bia today launched its new trade communications strategy for Irish beef in the Italian market at Tuttofood in Milan, where many of Ireland’s top meat companies are represented in the Origin Green pavilion.
The strategy emerged from research begun by Bord Bia’s Thinking House into Italian consumer behaviour and subsequent work on consumer trends around animal welfare and sustainability. It aims to convince food buyers that in choosing Irish beef they can respond to the demands of their customers who are calling for sustainably produced quality beef from certified production systems that respect the environment and animal welfare.
Research showed that Italian consumers who tasted Irish beef considered it to be of premium quality, even if recognition of it was limited. A reduction in consumption of red meat due to the economic downturn, questions around its health benefits and the impact on the environment were seen as challenges. Consumers (22%) were willing to pay more for the assurance that animal welfare was protected and 25% said they would switch to non-Italian beef if it was quality certified.
Italy is a very important market for Irish food with exports valued at over a quarter of a billion (€287m) in 2016. Italy is Europe’s largest importer of beef with imports of approximately 413,000 tonnes per annum and has the second highest beef consumption rate in Europe at around 20 kg per capita.
Approximately 40% of the beef consumed in Italy is imported. Ireland is the 5th largest exporter of beef to Italy with the main exporter being France, followed by Poland, the Netherlands and Germany.
The companies participating at Tuttofood include ABP, Dawn Meats, Slaney Meats, Liffey Meats and Traditional Meats.
Bord Bia CEO, Tara McCarthy who attended Tuttofood says, "Our priority now is to convince more buyers and consumers that they can enjoy the taste of Irish beef in the knowledge that it is produced to the highest standards of quality, safety and sustainability through our Origin Green programme."
She added, "The theme of the campaign is freedom, focusing on the stress free rearing of our beef cattle on family farms respecting the landscape and the environment. This in turn allows the consumer the freedom to choose Irish beef when shopping or eating out and when sharing a meal at home."
Source: www.businessworld.ie
