Bord Bia to invest €10m to push beef

Bord Bia has announced a three-year plan to invest €10 million in promoting Irish beef in the European Union.

Bord Bia has announced a three-year plan to invest €10 million in promoting Irish beef in the European Union.

The programme will involve on-pack promotions in 80,000 stores across nine countries.

Bord Bia is investing €3 million into the marketing programme over the autumn period alone.

The beef export market is worth €1.4 billion to the economy annually, with 90 per cent of Irish exports going to Europe.

“Supermarkets represent the most important ...