Bord Bia has launched its ‘Summer of the Beef Lover’ campaign in the Netherlands, aimed at raising the profile of Irish beef in that market for the BBQ season.
Butcher Barry van Leeuwen and Michelin-starred chef Roger Rassin ran masterclasses for food writers and consumers on how to prepare and cook the perfect steak using Irish beef in the kitchens of the La Rive restaurant in the Amstel Intercontinental Hotel and the new ‘Creative Kitchen’ culinary centre in Nijmegen’s University of Applied Sciences.
Van Leeuwen discussed the technical aspects of the beef cuts used, as well as explaining what makes Irish beef unique as Rassin demonstrated how to cook perfect steaks and burger. Participants then got the chance to try themselves and enjoy the fruits of their labour.
The masterclasses were attended by industry representatives, as well as consumers who won their places through the Irish Beef Netherlands Facebook page and Felix Willbrink’s food column in the Telegraaf newspaper.
The summer campaign will also see the Facebook page used to offer consumers the chance to win vouchers to one of ten Bod Bia CIBC member restaurants,
Bord Bia’s Amsterdam office is focusing its efforts on both educating and inspiring Dutch consumers, using both the ‘Summer of the Beef Lover’ initiative and its new Irish beef YouTube channel, Koetube.
The Netherlands is the fourth most important market for Irish beef exports, with exports in 2014 rising 6% to 41,000 tonnes, representing €165 million in value and 12 of the top retail chains in the Dutch market selling Irish beef.
© 2015 - Checkout Magazine by Jenny Whelan.