ABP Food Group backs Irish beef promotional campaign in Germany

ABP Food Group participated in a distinguished delegation that initiated a campaign aimed at boosting the presence of Irish beef in the German market. The campaign, spearheaded by Taoiseach Enda Kenny, is a strategic move developed by Bord Bia over a five-year period, grounded in comprehensive consumer studies. These studies highlighted the German consumers' preference for transparency regarding the origins and producers of the beef they consume. In the year 2016, Ireland's beef exports to Germany reached 23,000 tonnes, marking a significant increase from the figures recorded in 2012. With this campaign, Bord Bia sets its sights on elevating these numbers to 30,000 tonnes by the year 2018. For ABP Food Group's operations in Ireland, Germany represents a key market for their beef exports.