FEB MAR APR

per year, compared to average Irish consumption of 19kg, but consumer demand for premium imported beef is forecast to rise significantly, driven by increasing urbanisation, higher disposable incomes and health awareness.

Last year, Bord Bia won a contract to promote EU beef and lamb in China, Japan and Hong Kong in a campaign valued at €3.75 million.

This campaign will be highly beneficial to Ireland’s beef exporters, as Bord Bia’s management of the initiative has widened the recognition of Ireland as a secure supplier of safe and sustainably produced meat products.

Overall exports of live cattle have risen by more than 29pc

LIVE CATTLE EXPORTS HAVE RISEN BY 29PC THIS YEAR