Bord Bia is marking St. Patrick’s Day with the launch of global activities this week to promote Irish produce to trade customers around the world.

Bord Bia is hosting events to engage with senior-level trade; online marketing campaigns; retail and restaurant promotions; and in-store tastings.

There will be cookery demonstrations; and on-the-ground Irish food festivals.

Some examples of events include:

Japan: There will be a gathering of 30 premium chefs in Tokyo adapting local dishes to include Irish beef and lamb;
Italy: 25 chefs will serve Irish beef in their Milan restaurants as part of A Taste of Ireland promotion week in Italy; 
China: Irish whiskey will be promoted to over 750 trade guests at the China Drinks Awards in Shanghai, which recognises the achievements made by nightlife and beverage industry across Asia;
Lagos, Nigeria: In partnership with 10 premium restaurants and bars, unique cocktails using Irish drinks will be available for consumers to enjoy for the Spirit of Ireland cocktail week;
France: Close to 1,500 stores around France will receive a Bord Bia St. Patrick's Day sales kit.

Bord Bia will also host an information stand at the United States (US) Annual Meat Conference (AMC) which takes place in Nashville, Tennessee from March 18 to March 20. AMC attracts over 1,800 attendees of the meat industry.

In Germany, Bord Bia will welcome Minister of State at the Department of Agriculture, Food and the Marine (DAFM), Martin Heydon to launch a St. Patrick's week activation for Irish meat, dairy and confectionary in 25 Galeria Markthalle retail stores across the country.

In the last week, Bord Bia hosted Irish food and drink companies in Germany at the Internorga trade fair for the hospitality and restaurant industry in Hamberg and Prowein.

It also hosted Irish produce at the world leading wine and spirits trade show in Düsseldorf. Both trade shows attracted in excess of 100,000 visitors.