Bord Bia, the Irish Food Board, is promoting its €3.9 million EU Pork and Beef campaign in Manila to build awareness of Ireland as a supplier of high-quality, safe and sustainably produced pork and beef. Under the slogan, “European Pork and Beef: Love the taste, Trust the quality”, this three-year campaign covers the Philippines, South Korea and Vietnam and targets a combined population of 250 million people.

To promote the campaign, Bord Bia has invited over 80 Filipino food industry representatives including top importers, distributors, wholesalers and influential chefs, as well as media to an EU Pork and Beef seminar in Manila featuring presentations on Irish pork and beef production. Origin Green, Ireland’s unique and holistic response to making Irish food and drink a leader of sustainability, will be a most powerful tool of differentiation in this highly developed market of discerning consumers who care where their food are sourced.

Declan Fennell, Bord Bia’s EU Programme Director, said “The Philippines is a priority market for Ireland and we are looking to grow our pork and beef business from €7.8m and €14.3m respectively in 2018. We have experienced unprecedented growth with our beef volumes for the first nine months of the year with +230% growth versus the previous year with volumes expanding from 4,146T to 13,719T. With a young and growing population and a rising middle class driving the demand for meat products, Irish pork and beef is well positioned to supply this increasing demand as we produce pork and beef to the strictest
EU food safety standards.

The Philippines is a market of strategic importance to Ireland, it is a key international
destination for Irish beef, and is currently ranked as the no.1 market in Asia for Irish beef. Bord Bia with the support of EU funding will intensify it’s promotional activities in the Philippines with a range of trade initiatives. Key trade events as part of the campaign include attendance at trade fairs, showcasing the industry at technical seminars combined with market visits to Ireland to see first-hand the workings of farms and processors. Bord Bia is working with the leading Irish exporters of pork and beef and are ensuring that Irish exporters connect with the key Filipino importers, retailers and foodservice providers.

Over the course of the three-year campaign, Bord Bia will target more than 500 key trade and decision makers and over 300,000 buyers will be accessible to our meat exporters at
international trade shows. Bord Bia will also welcome 90 overseas trade representatives to
Ireland. The EU Pork and Beef trade-focused campaign will run for three years (2019- 2021) and will build awareness and understanding of food safety, quality assurance and sustainability of European pork and beef.

Details on the market access, trade and certification situation for these and other markets is available on the market access web portal at