The European Union has foreseen more than € 3 million in the next three years to help boost Irish pork and beef products in Southeast Asia.
The Bord Bia campaign will target the Philippines, South Korea and Vietnam, and will cost € 3.9 million, most of which will be the EU Commission.
This is part of a wider campaign starting early next year, entitled "European Pork and Beef – Excellence in Quality and Production Standards" – and will target 250 million potential consumers from all three countries.
A statement on EU funding of EUR 3.16 million just after the Minister for Agriculture, Food and Maritime Affairs, Michael Creed, completed the weekly trade mission in the region.
Minister Kreede said: "I am pleased to see EU recognition and financial support for an attractive sectoral program to raise awareness of European quality and quality of pigmeat and beef.
"Food Wise 2025 – Our industry-led agri-food sector plan envisages a strategic sector that reaches a competitive critical mass on the international market," he added.
I welcome the Irish meat industry for its positive contribution and cooperation with the co-financing of the national element of this program.
Bord Bia argues that the three target countries are potential export markets for Ireland, mainly due to the growing intermediate divisions.
Tory McCarthy, executive director of Bord Bia, said: "Providing this funding highlights trust in Ireland as a well-established, high-quality, sustainable pigmeat and beef exporter.
"This campaign gives us the opportunity to expand our advertising efforts at a time when enlargement in international markets is becoming increasingly important," she added.