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Bord Bia targets German market post Brexit

As part of its post-Brexit initiatives, Bord Bia is targeting Germany with the launch of two new German websites.

At present, Germany is Ireland’s sixth largest export market for food and drink with a total estimated export value of €600m for 2016 and Bord Bia is seeking to grow this post Brexit.

Figures from Bord Bia show that export performance to date for 2017 has been very strong (up 24pc), driven by increases in Dairy and Prepared Foods. Significant increases have also been recorded for sheepmeat (+14pc), seafood (+26pc), pigmeat (+19pc), edible horticulture (+25pc) and beverages (+9pc).

As well as increased consumer, customer and market insights Bord Bia is launching two new German websites targeting German consumers.

Irish beef exports to Germany have jumped from €142m in 2016 from €92m in 2012 and this year Bord Bia is working with 34 Irish companies at the Cologne-based foodfair Anuga, where details of the beef website www.irishbeef.de were announced.

This year, Bord Bia has ran five retail promotions in over 2,000 stores and a series of promotions with leading steak restaurant chains across 50 locations.

According to Bord Bia’s CEO Tara McCarthy, the research found that there is a huge interest among German consumers around the topics of food sustainability, origin and animal welfare.

“Ireland as a food producing nation was viewed favourably and the image of our food production system is one that is pure, green and natural where animals freely graze on green pastures.”

Bord Bia is launching a new website in German for German consumers later this year.

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