First Consumer Promotion of Irish Beef in the US
Bord Bia (Irish Food Board) has launched the first consumer promotion of Irish beef in the USA to date, giving US consumers the chance to win a trip to Ireland when they purchase Irish beef. Launched in February, the on-pack promotion is taking place in 17 Roche Bros. supermarkets and will run until the 16th of March. Based in Massachusetts, Roche Bros Supermarkets are a chain of premium retailers stocking Kepak’s Celtic Beef brand of Irish beef. Irish beef is being marketed just in time for St. Patrick’s Day, as hormone free, raised on Quality Assured family farms, with farm to table traceability.
Henry Horkan, Bord Bia Manager for North America, comments: “Since the US market opened for Irish beef in 2015, Bord Bia has been steadily building relationships between Irish beef suppliers and key trade customers in the US. We are now leveraging these trade relationships to launch the first Irish beef promotion directed at US consumers. The purpose of the campaign is to increase sales of Irish beef across Roche Bros. Supermarkets and create customer loyalty to Irish beef that will surpass the three week duration of the campaign. The promotion will also raise awareness of the premium nature of Irish beef, sourced from Quality Assured farms, and fully traceable from farm to fork. In the longer term, this activity provides Bord Bia with an excellent platform to further grow the opportunity for Irish beef in the US retail channel, emphasising its marketability and strong consumer acceptance.”
In January 2015, Ireland became the first EU member state to be granted beef market access to the US in over 15 years, and five years later, Irish beef is still the only beef from Europe available for sale in US retailers. In 2016, access was widened to include ‘Beef Intended for Grinding’ (BIFG). Irish beef has been stocked in Roche Bros. stores since 2017.
Since opening its New York office in 2008, Bord Bia has largely focused on continually strengthening business to business relationships. Exports of Irish beef to the US have been strong in recent years – 876 tonnes of beef were exported in 2017 and 956 tonnes the year after. 2019 saw exports soar to 4,718 tonnes, valued at €19.45 million – a 428% increase on 2018 figures.
Global research performed by the Bord Bia Thinking House, announced at the Meat Marketing Seminar 2020, highlighted how over a fifth of adults worldwide are actively trying to increase their protein intake. Furthermore, people want to be informed about the meat they purchase and will respond to claims that instill trust and confidence. Irish beef is in a prime position to meet the needs of American consumers, and this campaign only strengthens Ireland’s competitive position as a global meat supplier.
