Bord Bia has announced plans to promote Irish produce on a worldwide scale for Patrick's Day this year.
According to the Irish Farmer's Journal, Bord Bia will host events in countries such as the US, the UK, France, Sweden, China, Spain, Germany, Belgium and as far as the United Arab Emirates.
In the US, Irish chefs will feature on US Breakfast TV presenting Irish beef on the show. The annual American Ireland Fund Dinner will also feature Irish beef and produce with 1,00 people in attendance.
Get a FREE Digital Subscription!Enjoy full access to Hospitality Ireland, our weekly email news digest, all website and app content, and every digital issue.
Irish food has had great success in the US in recent times, including being the first European country to be granted full access for its beef to be sold there after a prolonged ban.
Further promotions will take place all over the world, including Dubai, where Spinneys Supermarket will host a customer facing promotion for Irish food hampers.
Speaking about the initiative, Aidan Cotter, Chief Executive of Bord Bia, said, “St Patrick`s Day provides Bord Bia and producers with a unique opportunity to showcase Irish food and drink.
"The goodwill towards all things Irish on our national day provides us with an invaluable opportunity to connect with potential new customers invited to embassy events, Irish community gatherings as well as maximising media interest surrounding the festival."