Bord Bia`s positioning of Irish beef as a premium product in the United Arab Emirates received a valuable endorsement in Dubai today from award winning and renowned chef, Reif Othman, at the launch of the UAE chapter of Bord Bia’s Chefs` Irish Beef Club (CIBC), the first outside Europe.
The Minister for Agriculture Food and the Marine, Michael Creed inducted the chapter`s first member, Chef Reif Othman, on day five of the trade mission to the Gulf region.
The Minister said the value of the CIBC in legitimising the premium positioning of Irish beef was invaluable in convincing high end foodservice operators and retailers of the quality of grass- fed Irish beef.
Later this year, Bord Bia will welcome four new member chefs into the Chefs’ Irish Beef Club, UAE and host an inward study visit to Irish to showcase the key credentials of our grass- based, sustainable beef production systems. In total, Bord Bia will welcome thirty or so chefs together with media into Ireland this year.
Marking the opening of the UAE chapter of the CIBC, Chef Reif prepared a special beef dish with ingredients sourced from the following Irish suppliers by “Fine Food Eire”. Irish suppliers included Cooleeney Cheese, Galway Bay Seafoods, John Stone Beef, K&K Produce, Kelly’s Oysters, Killowen Farm Yogurt, Scúpe Gelato, Slibh Aughty Honey.
Speaking at the event, the Minister for Agriculture Food and the Marine, Michael Creed said, "One of Bord Bia`s key priorities in increasing the value of Irish beef exports is to establish it as a premium product. I would like to thank Reif and his colleagues in the Chefs` Irish Beef Club, perfectionists in their art, for legitimising our strategy."
He added, "The endorsement of our beef is a result of considerable investment by all partners in our beef industry, on farms, in plants and in marketing and promotion."
Source: www.businessworld.ie
