Under the ‘Sustainable European Beef and Lamb -Trusted Tradition, Technical Excellence’ programme, €2.77m will come from the EU, with €690,000 from Bord Bia. The aim is to boost awareness of EU beef and lamb’s high safety, quality, nutritional and sustainability credentials, highlighting farm and processing-level schemes that verify environmental standards.
Irish agriculture minister Martin Heydon welcomed the funding, declareing the campaign would ‘provide the marketing edge’ to seize opportunities in these key Asian markets, aligning with Ireland’s Food Vision 2030 strategy.
Minister of state Noel Grealish stated market diversification was vital amid uncertainty, and that growing EU beef and lamb presence in Asia would benefit the sector.
Bord Bia chief executive Jim O’Toole stated EU-supported campaigns open doors to leading meat purchaseers, strengthen existing relationships, and support develop new trade links with importers and distributors in priority markets.
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