Bord Bia has won two new EU contracts to promote organic EU beef and lamb and a separate campaign to promote EU mushrooms.

The combined value of the two campaigns is €5.7 million over three years. This comprises €3.96 million in EU funding and €1.73 million from Bord Bia and industry funding.

The organic campaign will invest €2.7 million including VAT in promoting organic beef and lamb in Austria, Belgium, Germany and Sweden, while the mushroom campaign will see €3 million including VAT allocated to promoting mushrooms across the UK.

“This will be the first EU co-funded campaign for organic beef and lamb and comes at a pivotal time for the sector, as we look to increase market demand in key markets,” said Jim O’Toole, Bord Bia Chief Executive.

“The domestic market is the most important market for organic horticulture, dairy and eggs, and we have recently invested in a €1 million organic campaign here in Ireland.

“Nearly two thirds of Irish organic beef is destined for export markets, while half of organic lamb is currently sold overseas,” he added.

Mr O’Toole said the new funding will ensure that Bord Bia can support the development of the four export markets for organic beef and lamb identified by Bord Bia as having the greatest growth potential.

Bord Bia said the organic beef and lamb campaign aims to raise awareness of the positive attributes of organic beef and lamb, while increasing trade recognition of the EU organic logo.

It said Germany is currently Ireland’s largest market for both organic beef and lamb, while Belgium is the second largest market for organic Irish lamb. It said Sweden and Austria both have strong consumer demand for organic produce coupled with a reliance on imports.

Meanwhile, Bord Bia said over 85% of mushrooms grown in Ireland are destined for the UK market with over 43,000 tonnes, valued at €106 million, exported to the UK in 2022.