Bord Bía celebrates St. Patrick’s Day on a global level
To celebrate the Irish festival of St Patrick’s Day, which falls on Thursday 17 March, Bord Bía has planned more than 100 events, from Dublin to Dubai, to champion Ireland’s iconic food and drink.
The UK is Ireland’s largest export market and Bord Bía has confirmed it will launch a “major” promotion of Irish food across 100 retail stores. In-store promotions will be supported by a social media campaign fronted by the award-winning chef Paul Foster.
Sunday marked the start of Bord Bía’s St Patrick’s Day celebrations in London, when 80,000 people sampled a range of Irish beef stew and farmhouse cheeses at the organisation’s London Irish food market.
One notable event is the whirlwind visit Ireland’s Taoiseach Enda Kenny will make to the Obama family at the White House today (Tuesday 15 March). The Irish politician is due to present a hamper of top Irish exports – like beef, whiskey and cheese – to the US president.
It’s not just the Obamas who are tipped to receive a box of Irish beef. Bord Bía has sent salmon, air-dried lamb, cheeses and beef to dozens of embassies around the world to ensure the political elite fail to forget St Patrick’s Day.
In total, 175 countries import traditional Irish food and drink products, such as Guinness, prime Irish beef, pork sausages, farmhouse cheese, whiskey and seafood. As Bord Bía is responsible for Irish exports, it is no surprise to see the agency crow about Ireland’s popular produce.
“St Patrick’s Day provides Bord Bía, and the Irish food and drink industry, with an invaluable opportunity to highlight the quality and sustainability credentials of our produce,” said Bord Bía’s chief executive Aidan Cotter.
“Events and promotional campaigns allow us to engage with new and existing customers to tell the story of Origin Green, our industry and its producers, on a scale unmatched by the national day of any other country.”
Other events in Paris, Germany, Italy, Sweden, Russia, China and Dubai are scheduled to take place this week.
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