Ireland’s Minister for Agriculture Simon Coveney will lead a trade mission to the United States to promote Irish beef following the lifting of the US ban on European beef implemented during the BSE crisis.
The promotion will mark the first arrival of Irish beef into the US market in more than 15 years.
The mission will take Coveney, along with representatives Bord Bia and leading Irish beef companies, to New York, Washington DC, and Boston.
Several promotional events are planned for each city, including a launch for high-end trade buyers and US food publications in New York, featuring international chefs who will endorse the quality of Irish beef.
"We are visiting now to quickly build on the momentum generated by the US announcement last month that Ireland is the only EU member state approved for access there," said Coveney.
"This confers a real first-mover advantage on Irish beef which we will be exploiting to its fullest next week," he added.
Bord Bia Chief Executive, Aidan Cotter, said the campaign to promote Irish beef derived from comprehensive consumer research undertaken by Bord Bia since 2012.
"Our research confirms that Irish beef fully meets the US consumer's expectations of purity, simplicity and grass fed and is reinforced by our sustainable Irish beef story," he said.
"The US consumer wants to taste the difference and will pay more for Irish beef based on quality," he added.
The visit will also include meetings with the US Secretary for Agriculture, Tom Vilsack and other leading politicians on Capitol Hill.