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Irish Launch Beef Promotions In The Netherlands

20 October 2010

IRELAND - The Dutch market has always been well regarded as an important customer for the Irish beef industry, says Declan Fennell, Manager, Bord Bia Amsterdam.

In particular, it is a market which has shown a strong preference for the heavy forequarter cuts of steer beef. It therefore comes as no surprise that 53% of all beef sold in the supermarkets is suitable for stewing purposes according to GFK.

Recognising that stewing forms an integral part of the Dutch cuisine and given the popularly of this dish during the autumn/winter period, Bord Bia has developed an integrated promotional campaign under the theme of ‘stewing made easy’. With an objective of driving sales of quality assured Irish beef, Bord Bia have teamed up with the Le Creuset brand of premium cookware products with regards to a number of promotional initiatives.

Media Workshop:

The Irish Beef/Le Creuset promotion kicked-off in mid September with a Media Workshop in Cordon Bleu, Amsterdam. Invited journalists were treated to an informative workshop which included a presentation from a culinary historian on the ‘Human Stew’, Dirk De Prins and a demonstration from a craft butcher on the important meat cuts for stewing. Michelin Star members of the Chefs’ Irish Beef Club Erik van Loo and Roger Rassin gave a live cooking demonstration of new innovative stewing recipes to fifteen journalists.

On-Pack Irish Beef Promotion:

Over the course of the next number of weeks a total of seven retailers will participate in an on-pack Irish beef promotion. With a combined market share of 56% and a network of over 1,650 stores nationwide, consumers will have a chance to win a free Le Creuset stewing dish based on their purchase of Irish quality assured beef within one of these seven leading retail chains. A total of three million labels will be applied to packs of Irish quality assured beef over the course of the promotional campaign. Consumer can enter for a chance to win.

Towards the end of the year, Bord Bia will launch a second edition of Mooi and Mals Irish Beef Recipe Magazine. The magazine will focus on promoting a range of recipe ideas around the traditional stewing cuts and on some festive Christmas dishes. A total of 650,000 copies of the recipe magazine will be circulated in eight leading lifestyle/culinary magazines.

TheCattleSite News Desk


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