NEW YORK — The Irish Food Board, Bord Bia, has launched a campaign to raise awareness of the quality of European beef and lamb in the United States.

The three-year campaign is operating under the tagline, “European Beef and Lamb – Ireland, working with nature” and aims to reach the United States, Japan, South Korea and China.

Bord Bia is investing €4.8 million ($5 million USD) to cover campaign costs across all four countries.

A total of $1 million is designated to the United States market, and Bord Bia said the investment is expected to result in $12.6 million growth in Irish beef and lamb exports to the market.

“Over the course of the campaign in the United States, Bord Bia will target more than 350 key trade and decision makers, and over 255,000 buyers will be accessible to our meat exporters at international trade shows such as the American Meat Conference in Texas and technical trade seminars, which Bord Bia will host each year in the market,” the organization said.


 Bord Bia is also planning to invite 15 trade and media representatives from the United States to visit Ireland and see the grass-fed beef and lamb farms and processors themselves.

“We’re delighted to be kicking off our 3-year campaign in the USA, a market we know has a strong affinity for beef consumption as part of its culture and heritage,” said Henry Horkan, Bord Bia’s director of North America. “Beef production in Ireland is underpinned by strict EU food safety legislation that is recognized as the most stringent worldwide, and sustainably raised Irish cattle are fed on grass from the rolling hills of the Irish countryside, giving the meat a unique flavor and texture. We’re excited to share the taste and versatility of EU beef from Ireland at the events in New York this week and throughout the campaign across the USA.”

According to Bord Bia, Irish beef has met the USDA’s verification criteria for the following claims:

  • Irish Grass Fed Beef
  • Pasture Raised Beef
  • From Certified Sustainability Scheme
  • Raised on Family Farms
  • Raised Without Use of Growth Hormones
  • Responsible Use of Antibiotics
  • Full Farm to Fork Traceability
  • Certified Quality Assured Farms

“We’re excitedly preparing for US market access for EU lamb from Ireland, which is expected later this year,” said Joe Burke, Bord Bia’s senior meat and livestock manager. “Lamb is a staple tradition in Ireland, and we look forward to sharing some of our finest cuts and recipes here in the US.”