Irish food board beefs up its UK promotions

An Bord Bia, the Irish food board, is tipped to appoint Edelman PR to a six-figure account to promote Irish products, including beef, in the UK.

An Bord Bia, the Irish food board, is tipped to appoint Edelman PR

to a six-figure account to promote Irish products, including beef, in

the UK.



The board reviews its UK PR agency every three to five years and is

thought to have approached a number of agencies before drawing up a

shortlist of two. The Rowland Company is believed to have been the other

shortlisted agency.



Michael Murphy, market relations manager for An Bord Bia in Dublin, said

the organisation was reviewing its PR arrangements but refused to give

any further comment.



The board is responsible for promoting Irish food and drink products

overseas and has a six-strong office in London.



The Irish government has charged An Bord Bia with devising a marketing

strategy to boost Irish beef’s market share. The move follows a ’Buy

British’ campaign by the Meat and Livestock Commission launched in

January which is believed to have wiped out a trade worth around pounds

3 million a week from Irish farming.



Last month An Bord Bia was said to be in discussions with UK ad agencies

about a pounds 3 million TV, poster and labelling campaign. Since 1995

Irish beef exports to Europe have fallen from 50 per cent of total

output to 36 per cent. Last year Welsh farmers protesting at cheap Irish

imports threw tonnes of frozen beefburgers destined for Tesco stores

into the sea at Holyhead.



Under EU regulations fresh beef and veal will be labelled with its

country of origin for the first time from 1 April. Labelling will

initially be voluntary, but will become compulsory in 2000.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in