Liffey Meats signs €14m export deal with Lidl
The deal will see 17 fresh and frozen Bord Bia Quality Assured products exported over the next 12 months to Lidl stores in the US and Europe.
This includes a quarter of a million burgers to 3,200 stores across Germany along with two planned promotions for US stores this summer.
The €14m represents an increase of 20% on 2019 figures and comes at a time when the industry is seeing challenges from the coronavirus pandemic and Brexit.
Liffey Meats’ Ciaran Beirne said: “Our longstanding partnership with Lidl has allowed us to develop our business significantly over the past number of years, and this opportunity to leverage new international markets is a game changer for our business. We are extremely grateful to Lidl for the ongoing support and investment, particularly now in these unprecedented times. We look forward bringing premium Irish grass-fed beef to consumers across the globe.”
Lidl Ireland & Northern Ireland managing director John Paul Scally added: “At Lidl, supporting and developing our local supplier network has always been a priority for us and now, more than ever, we are committed to investing in our partners. With our commitment and support they can strengthen their supply chains, build their capacity and workforce to supply not only the island of Ireland, but more than 18 countries across Europe and the U.S. with quality Irish beef.”
Bord Bia CEO Tara McCarthy also praised the deal. “Lidl Ireland has always been a significant exporter of Irish food and drink and a committed stakeholder in the Irish food industry. This is an exceptionally challenging time for Irish suppliers and Irish farmers, so I am pleased to see Lidl’s tangible efforts to support the Irish beef industry and their continued commitment to sourcing Bord Bia Quality Assured Irish beef.”
In 2017 Lidl was the first Irish retailer to facilitate a deal with its US counterparts that saw Irish beef labelled with the USDA seal of approval, which was secured after three years of engagement between Bord Bia and the USDA.