Bord Bia’s St. Patrick’s Day Showcase Global Cheers for Irish Excellence

As St. Patrick’s Day approaches, Bord Bia is ramping up a dynamic global campaign to showcase Ireland’s premium food and drink offerings, underlining the nation’s commitment to sustainability and quality.

The programme spans 13 countries, with over 40 events set to take place across three continents, strengthening Ireland’s presence in key international markets.

Bord Bia’s CEO, Jim O’Toole, remarked that the celebrations provide a unique opportunity to leverage the global affection for Ireland, highlighting the country’s distinctive food and drink exports.

Last year, these exports were valued at an impressive €17 billion, and this year's campaign is designed to further increase Ireland’s footprint in established and emerging markets alike.

From bustling trade events in Washington to high-profile promotions in Milan, the festivities are designed not only to celebrate Irish heritage but to position Ireland as a key player in the global food sector.

In the UK, Bord Bia will sponsor the Lord Mayor of London’s St. Patrick’s celebration, drawing over 50,000 visitors, while in the US, the Annual Meat Conference in Orlando will see Irish meats positioned as a premium choice for American consumers.

Europe will witness extensive campaigns, including a targeted promotion of Irish beef across 20 Milan restaurants and 200 billboards in Italy, while French shoppers will enjoy a special showcase of Irish products at Carrefour stores.

Belgium and Nigeria will also see tailored campaigns focusing on organic meats and unique cocktail experiences, respectively.

As the calendar unfolds, Bord Bia’s international teams are working tirelessly to elevate Ireland’s reputation, demonstrating the country’s rich heritage and sustainable practices in every corner of the globe.

Through trade engagements, digital campaigns, and local food festivals, the programme promises to strengthen Ireland’s status as a leading force in the global food and drink industry.