The EU Commission has announced it will co-fund a three-year Bord Bia campaign, promoting European pork and poultry, in China and Mexico.
The EU Commission will pay €3.05 million towards the €3.82 million "European Pork and Poultry – Excellence in Quality Assurance and Food Safety" campaign, which will commence in early 2020 and target a combined population of 1.5 billion people.
The campaign activities will include trade fairs, technical seminars, digital media, and PR, targeting trade professionals, market influencers, key decision makers and media.
Minister for Agriculture, Food and the Marine, Michael Creed T.D., commented: “The development of the Chinese and Mexican markets for European pigmeat and the Chinese market for European poultry is of the utmost importance in maintaining and growing these sectors in Ireland and in assuring a viable return for producers.”
China is now Ireland’s second largest export market for pigmeat, with exports standing at over €93m for the first eight months of the year (January to August). Ireland has had market access to China for pigmeat since 2008 and is at present working to achieve market access for Irish pigmeat to Mexico. Market access to Mexico for Irish pigmeat exports could provide niche opportunities in a market that imports 1.3 million tonnes of pigmeat annually.
Bord Bia CEO, Tara McCarthy, also commented on the funding announcement: “Securing this EU funding highlights the confidence in Ireland as a well-established exporter of quality, sustainably produced pork and poultry."