Bord Bia is holding a programme of targeted trade engagements and promotional campaigns across 18 countries in March to coinicide with this year's St Patrick's Day celebrations.
Bord Bia said it will bring a taste of Ireland to the world by coordinating promotional activities and events aimed at consumers, retailers, trade and foodservice operators.
In 2021 Irish food and drink exports reached over 180 countries across the globe and were valued at €13.5 billion, an increase of 4% on 2020.
In the US, Taoiseach Micheál Martin will present a hamper of Origin Green verified Irish food and drink products to the first lady, Dr Jill Biden, and Vice President Kamala Harris during his visit to the White House.
Irish brands included in the hamper include Ballymaloe, Burren Smokehouse, Butlers Chocolates, Cooleeney Cheese, Five Farms Cream Liqueur, Flahavan's, Folláin, Keogh's Crisps, Kerrygold butter and cheese, Lakeshore Mustard, Lily O'Briens Chocolates and Silke Irish Whiskey.
US multinational retailer Whole Foods Market is also holding an Irish spirits promotion in its 147 stores across the country.
Irish produce was also showcased to over 30,000 people at the Lord Mayor of London's official St. Patrick's Day consumer event at Trafalgar Square.
Irish beef promotions are also taking place across well-known grocery retailers in Italy, France, Luxembourg, the Nordics and Spain this month.
The largest of these promotions in Europe will take place in Germany and will target millions of consumers across 4,000 Netto stores and 2,000 Edeka stores around the country.
Bord Bia CEO Tara McCarthy said this year Bord Bia's St Patrick’s Day global campaign provides an invaluable opportunity to tell the great story of the Irish food and drink industry on an international stage.
"Our industry has shown remarkable resilience and solidarity in the face of the challenging trading environment brought about by Covid-19 over the last two years, all of which has had a huge impact on the retail and foodservice sectors," Ms McCarthy said.
"This international programme of events for St Patrick’s Day will further help to support the sector and highlight the quality of our unique offering to a global audience," the outgoing CEO added.
