Bord Bia plans market relaunch as Irish beef exports to China reopen

Bord Bia is planning a relaunch campaign to mark the return of Irish beef to the Chinese market.

Irish beef was banned from the Chinese market in September 2024 after an “atypical” case of so-called mad cow disease was discovered in Ireland.

But after persistent lobbying by the Irish Government, including Taoiseach Micheál Martin's visit last week, the Chinese government has agreed to lift the ban.

Bord Bia said they plan to have the relaunch to coincide with the Chinese New Year at the beginning of March.

Bord Bia's office in Shanghai will officially relaunch Irish beef to the market in Beijing with key customers, Irish beef companies, and Chinese trade media.

They said in the months following, there will be industry engagements for the B2B community with chef demonstrations on how to cook Irish beef, plus the presence of Irish beef at China's largest food and drink trade fair, SIAL, in May.

Bord Bia CEO Jim O’Toole said: “This is positive news for the Irish beef sector, offering exporters the opportunity to broaden their market options and capture returns across a range of specialist beef cuts.

"In the longer term, Bord Bia, working closely with Irish exporters, is committed to building stable, sustainable growth for Irish beef in the Chinese market.”

Sinead Kennedy, Bord Bia China Manager, added: “Bord Bia has continuously engaged with Chinese importers, many of whom remain committed to working with Irish suppliers to develop opportunities in both foodservice and retail. 

"With the resumption of exports, we can now dial up our activities in China.

"This includes promotional activities under Bord Bia's €3.45m EU-funded campaign to promote beef and lamb, which has already been launched in Japan and Singapore.”

Chair of the Oireachtas Agriculture Committee, Aindrias Moynihan, also welcomed the news, adding, "The confirmation today that the Chinese market will reopen for Irish beef is a very important and positive development for our farmers.

"It restores access to a key international market and supports the continued growth of Ireland’s beef sector."

He added: “Ireland’s animal health, traceability and food safety standards are respected across the world. This decision is a clear endorsement of the robustness and transparency of those systems.”