Bord Bia has launched a major UK marketing campaign that places grass-fed Irish beef in the spotlight in a bid to drive awareness of its premium qualities and Ireland's unique grass-fed production systems.
The campaign, which involves a television advertisement that will run during the month of October on ITV breakfast shows as well as digital advertisements and collaborations with high profile UK chefs, is being released in parallel with the launch of Bord Bia's new Grass-Fed Standard for Beef in the UK this month.
The Grass-Fed Standard is the world's first independently verified standard on a national scale, which allows Irish processors to track and verify the percentage of grass consumed in the diet of Irish beef herds.
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The Grass-Fed model will use data collected during the ISO-accredited Sustainable Beef and Lamb Assurance Scheme (SBLAS), which is Bord Bia's quality assurance scheme on Irish farms, at on-farm audits to determine the grass fed status of each participating herd.
"A Timely Opportunity"
Bord Bia GB meat market specialist Emmet Doyle stated, "This campaign is a timely opportunity to showcase Ireland's high standards in grass-fed production systems and highlight the tradition and care of Irish farmers with consumers across the UK. It enables us to showcase the commonalities between British and Irish beef, and how Ireland continues to be the perfect source of premium quality and delicious tasting grass fed beef."
Ireland's beef exports to the UK were valued at almost €850 million in 2019.
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