New €1.6m campaign launched to promote Irish beef in China

The Department of Agriculture, Food and the Marine (DAFM) has confirmed the resumption of Irish beef exports to China after a ten week suspension by the General Administration of Customs of China (GACC).

Bord Bia CEO Jim O’Toole has welcomed the lifting of the suspension by the GACC: “This is welcome news for the Irish beef sector and allows our beef exporters to immediately re-commence trade with their Chinese customers. In response to today’s news, Bord Bia has reactivated our €1.6 million EU co-funded beef and lamb campaign in China. As part of the campaign, we will be inviting Irish exporters to exhibit at SIAL China, a high profile meat trade show held in Shanghai in May. We will also host Irish beef information seminars in Beijing in March and Shanghai in May, inviting Chinese beef buyers and stakeholders.”

According to CSO figures, over 3,200 tonnes of Irish beef, valued at €19.7 million, was exported to China in 2023 prior to the November suspension. 

Speaking from Shanghai, Bord Bia’s China Manager, Conor O’Sullivan added: "Since Irish beef was first granted access to the Chinese market in 2018, Bord Bia’s Shanghai office and Irish exporters have been building close trading relationships with Chinese customers. When the Chinese market reopened in January 2023, after the previous suspension, there was immediate interest from Chinese buyers. The medium term forecast for the Chinese beef market is positive as we expect Chinese consumer demand for beef to grow steadily throughout the year. I look forward to once again working with Irish exporters to build the long term opportunities for Irish beef in the Chinese market.”