Bord Bia has announced a global programme of promotional and trade activities across 13 countries in celebration of St. Patrick’s Day.

This month, Bord Bia will be hosting over 40 St. Patrick’s Day events across three continents, targeting both trade customers and consumers.

The events will cover key international trading markets including the US, UK, Europe, and Nigeria.

Bord Bia said that the events are designed to "enhance Ireland’s reputation as a supplier of high-quality, sustainably produced food and beverages".

In 2024, Ireland exported €17 billion of Irish food and drink worldwide – equivalent to €46 million worth of Irish food and drink exported every day.

The UK is Ireland’s principal agri-food export destination; exports to that market were valued at €5.9 billion in 2024.

Bord Bia said that this year's calendar of activities to mark St. Patrick's Day include senior-level trade engagements; digital campaigns; retail and restaurant promotions; in-store tastings; cookery demonstrations; and on-the-ground Irish food festivals.

In the UK, Bord Bia will sponsor the Lord Mayor of London’s official St. Patrick’s Day celebration at Trafalgar Square, which attracts over 50,000 visitors.

In the US, Bord Bia will exhibit at the Annual Meat Conference in Orlando, Florida, which is the country's largest gathering of meat industry professionals.

In Italy, campaigns promoting Irish beef will take place in 20 leading Milan restaurants from March 9 to 17.

There will also be an advertising campaign for Protected Geographical Indicator (PGI) for Irish Grass Fed Beef displayed on 200 billboards and at 79 underground stations.

France will see one of Bord Bia’s largest initiatives: a two-week shopper marketing promotion at 250 Carrefour hypermarkets around the country.

Bord Bia will also run a Spirit of Ireland training session on the merits of Irish whiskey for retail staff at drinks chain, Intercaves, which has 80 stores in France.

Organic Irish beef and lamb will be promoted in Belgium, while in Nigeria, Bord Bia’s team is launching the fourth annual Irish Cocktail Week in Lagos.

In Vietnam, Bord Bia will host Minister of State at the Department of Agriculture, Food and the Marine, Noel Grealish, where he will meet key customers of Irish food and drink in Hanoi.

Bord Bia chief executive Jim O’Toole will visit Washington for trade engagements and meetings with senior representatives from the Irish food and drink industry.

"It allows us to showcase the best of Ireland's food and drink exports globally, which were valued at €17 billion last year.

"Bord Bia’s global programme of activity aims to drive growth in established markets while raising awareness of Ireland’s food and drink offerings in new and emerging markets.

"The planned events and promotions place Ireland prominently on the global stage during a time of increased international focus on our nation," he said.