DUBLIN – Bord Bia (Irish Food Board) recently announced that it will launch its first consumer promotion for Irish beef in the US market, which could include a chance to win a trip to Ireland with a purchase of their product.
The promotion with Kepak’s Celtic Beef brand will run at 17 Roche Brother supermarkets in Massachusetts until March 16 on the pack of certain products. Irish beef is made hormone free, raised on family farms and has farm to table traceability.
“Since the US market opened for Irish beef in 2015, Bord Bia has been steadily building relationships between Irish beef suppliers and key trade customers in the US,” said Henry Horkan, Bord Bia manager for North America. “We are now leveraging these trade relationships to launch the first Irish beef promotion directed at US consumers.”
Horkan also said the campaign was set up to create customer loyalty to Irish beef that will surpass the three-week duration of the promotion.
Ireland was the first European Union member state to export beef primal cuts to the United States after a 15-year absence.