BROADCASTS.com

Published: March 1, 2023, 10:24 p.m.

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The Irish Food Board, Bord Bia, recently kicked off its new campaign to bring more European beef and lamb into the United States.

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As promotional events and campaigns recently began in New York City, MEAT+POULTRY caught up with Henry Horkan, Bord Bia\\u2019s director of North America.

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Horkan shares the history of Irish cattle and how it\\u2019s grown into an important industry for Ireland.

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He then details the significance of the American market in this push to give consumers an international option.

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Horkan also explains the timeline for a three-year campaign and how it will help Bord Bia with its marketing to the United States.

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Horkan then discusses his career with Bord Bia and what other markets the organization plans to work with around the world as it grows.

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Five years ago, MEAT+POULTRY managing editor Erica Shaffer traveled to Ireland and detailed the grass-fed beef production, national traceability and sustainability programs in the country.

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