Bord Bia today (Wednesday 13 July) announced a collaboration with major Irish retailers to raise awareness of locally sourced organic produce.
The state authority has developed as part of the digital and in-store materials organic off Ireland Campaign to help retailers promote Irish organic produce beefLamb, dairy, seafood, eggs and ready meals for consumers.
The campaign will run in Tesco, SuperValu stores and on Aldi and Lidl social media channels from July to September.
Launching the partnership, Fiona Twomey, Retail Specialist at Bord Bia said:
“We have some wonderful organic growers in Ireland and are delighted to be able to support their growth through this retail partnership.
“Organic food has a high level of trust among Irish consumers. However, research by Bord Bia last year found that over 66% of Irish shoppers prefer organic over local.
“Based on this finding, Bord Bia initiated this pilot project to increase consumer awareness of the availability of Irish organic food, so that they could choose both organic and local,” explained Twomey.
After the campaign is completed, it will be evaluated for future similar actions.
Currently 1.6% of the land in Ireland is farmed organically, but the government’s Food Vision 2030 strategy aims to increase that to 7.5% by the end of the decade.
Research from Bord Bia shows that the biggest growth opportunities in the organic market are in retail, where sales have grown by almost a fifth since 2019.
According to Kantar, retail sales of organic food in the year to the end of October 2021 were estimated at 221 million euros; increased by 2.7% compared to 2020.
Later this month there will be a ministerial trade mission to Germany to coincide with BIOFACH, the world’s leading trade fair for organic food.
Bord Bia will host Origin Green Ireland’s stand at the event, which takes place from 26th to 29th July.
The agency also runs several consumer campaigns to promote Irish organic produce in continental Europe.
In October, Bord Bia will host the biannual Organic Awards, in partnership with the Department for Agriculture, Food and Marine (DAFM), celebrating the growers, producers and manufacturers of Irish organic food and drink.