Bord Bia (the Irish Food Board) has announced that it will be collaborating with leading food retailers in an effort to promote domestically produced organic food, according to local media reports.
The state body has developed digital and in-store materials as part of the ‘Organics from Ireland’ campaign to help boost sales of Irish organic beef, lamb, dairy, seafood, eggs, fresh produce and branded consumer foods.
The campaign it expected to run in-store at Tesco and SuperValu and on Aldi and Lidl social media channels from July to September.
The initiative follows research conducted by Bord Bia which showed that when consumers were confronted with a choice between organic and local, over 66% of Irish shoppers expressed a preference for local.
Fiona Twomey, retail specialist, at Bord Bia, said that the campaign would emphasise this needn’t be an either or decision: “The wide availability of organic food from Ireland means shoppers can choose both organic and local.”
Just 1.6% of farmland in Ireland is organic (the European average is 3.4%). Under Bord Bia Food Vision 2030 plan, that is targeted to reach 7.5% by the end of the decade.
Main image: Organic campaign from Irish retailer SuperValu. Supervalue.