Minister for Agriculture Martin Heydon welcomed the EU Commission award, from the Commission’s reserve list, of co-funding of €3.46m towards the new Bord Bia information and promotional Sustainable European Beef and Lamb – Trusted Tradition, Technical Excellence campaign.
The campaign, due to commence in late 2025, will see funding of €2.77m coming from the EU and €0.69m from Bord Bia.
This co-funded campaign will promote sustainable European beef and lamb over the next three years in China, Japan and Singapore.
The objectives of the programme are to develop increased awareness of the high safety and quality standards of EU beef and lamb as well as their attributes as natural, nutritional and sustainable products.
The campaign will highlight the specific features of beef and lamb production methods within the EU and the programmes at farm and processing levels which verify the sustainability and quality attributes of EU beef and lamb consistent with EU policy imperatives.
“I am delighted to see the EU recognition and financial support for this Bord Bia programme on sustainable EU beef and lamb,” said Minister Heydon.
“This campaign will provide the marketing edge for EU beef and lamb exports to capitalise on the significant market opportunities in China, Japan and Singapore and ultimately expand EU share in these important markets.”
The minister added that the programme will also reinforce Europe’s ambition to be the global reference for sustainable food production and sustainable nutrition.
“This ambition is also reflected in Ireland’s own stakeholder led strategy for the sustainable development of the agri-food sector, Food Vision 2030,” added Minister Heydon.
