Lidl and Liffey Meats Will See Bord Bia Quality Approved Irish Beef Exported to 17 Countries Around Europe and to the US
Lidl Ireland and the retailer’s exclusive beef supplier, Cavan-based Liffey Meats, have secured exports to the value of €14 million, an increase of 20% on 2019 figures, despite the ongoing challenges of COVID19 and the uncertainty Brexit brings to the agricultural industry. The deal will see 17 fresh and frozen Bord Bia Quality Assured products exported over the next 12 months to Lidl stores in the USA and around Europe – a welcome announcement as the beef industry has faced a turbulent 12 months.
Highlights include a quarter of a million burgers to 3,200 stores across Germany along with two planned promotions for US stores this summer.
In 2017 Lidl was the first Irish retailer to facilitate a deal with its US counterparts that saw Irish beef labelled with the USDA seal of approval, which was secured after three years of engagement between Bord Bia and the USDA, on the shelves of Lidl stores. The USDA label guarantees US consumers that the claims of Bord Bia Quality Assured Irish beef are validated by their own national authority.
Ciaran Beirne of Liffey Meats says: “Our longstanding partnership with Lidl has allowed us to develop our business significantly over the past number of years, and this opportunity to leverage new international markets is a game changer for our business. We are extremely grateful to Lidl for the ongoing support and investment, particularly now in these unprecedented times. We look forward bringing premium Irish grass-fed beef to consumers across the globe.”
“Lidl Ireland has always been a significant exporter of Irish food and drink and a committed stakeholder in the Irish food industry,” says Tara McCarthy, CEO of Bord Bia. “This is an exceptionally challenging time for Irish suppliers and Irish farmers, so I am pleased to see Lidl’s tangible efforts to support the Irish beef industry and their continued commitment to sourcing Bord Bia Quality Assured Irish beef.”
John Paul Scally, Managing Director for Lidl Ireland & Northern Ireland, comments: “At Lidl, supporting and developing our local supplier network has always been a priority for us and now, more than ever, we are committed to investing in our partners. With our commitment and support they can strengthen their supply chains, build their capacity and workforce to supply not only the island of Ireland, but more than 18 countries across Europe and the US with quality Irish beef.”
