10 million Europeans to be targeted in Irish beef promotion

Bord Bia is targeting more than 10 million European consumers with Irish beef promotions as this year’s most influential food and drink trade show kicks off in Germany.

20 Irish food companies ranging from wild venison to global dairy exporters are participating at the world’s largest trade food fair in Cologne, Germany, this week.

Bord Bia is organising and coordinating the Irish presence at Anuga, a biennial event which attracts more than 170,000 trade buyers from 187 countries.

Irish beef promotion

Anuga falls as Bord Bia kicks off its autumn campaigns across Europe with beef marketing across key UK and EU markets to specifically spotlight Irish quality-assured beef.

In Germany, Bord Bia’s beef campaign is estimated to reach 10 million people. Germany represents Ireland’s fourth largest export for Irish food and drink with an export value of €992 million in 2022.

Bord Bia’s consumer-facing autumn beef promotional campaign includes 366 billboards located in four regions across Germany, which it said will reach over eight million consumers.

From October 5-10, almost two million consumers will see Irish beef advertising on a giant digital screen outside the LANXESS arena in Cologne, visible from a high-traffic commuter belt near the entrance to the Koln Messe trade fair centre, where Anuga is taking place.  

Anuga is a landmark event on the food and drink industry calendar and attracts over 4,600 exhibitors and 70,000 visitors from around the globe.

Minister of State with responsibility for research and development, farm safety, and new market development, Martin Heydon, is in Cologne this week to officially launch the Irish presence at Anuga.