(HONG KONG, 28 April 2026) The joint initiative of the Irish Food Authority (Bord Bia) and the European Union to launch European Cattle and Movine - a Sustainable Choice from Ireland - was launched in Hong Kong today and launched simultaneously in mainland China. The three-year project (2026-2028) aims to increase the awareness of European Irish cattle and mutton in the Chinese market, build on its core advantages of high quality, safety, traceability and sustainability, deepen China-Ireland meat trade cooperation, and provide more high-quality protein options for Chinese consumers. The launch ceremony brought together industry agencies, core trading partners and media representatives, marking the full launch of a series of promotional activities for the project in China and key markets in Asia Pacific, including Japan and Singapore.

China remains one of the world's largest and most dynamic consumer markets for meat and high-quality protein.As consumer demand continues to escalate, consumers' interest in high quality, food safety, full traceability and sustainable production standards continues to increase, creating a broad development space for high-quality international cattle and mutton products that can meet diversified consumer demands [1].

In 2025, China's beef imports reached about 2.8 million tons, ranking the world's largest and most dynamic beef market [* 1].During the same period, demand for mutton imports continued to escalate - from January to August 2025, the average unit price of mutton import increased by 23% year-on-year [ * 2], reflecting the strong demand of Chinese consumers for high-quality, safe and traceable high-quality proteins [ * 3].

Against this backdrop, this project will turn European Irish cattle and mutton into a high-end choice trusted by Chinese importers, catering companies, retailers and consumers, and promote the long-term steady development of the category through diversified trade and market activities.

Ms. Jennifer Bourke, Consul General of Ireland in Hong Kong and Macau, said:“We are pleased to witness the official launch of the project in the Chinese market. This not only reflects the deepening economic and trade cooperation between Ireland, the EU and China, but also demonstrates the common pursuit of high-quality, safe and sustainable food. European Irish cattle and mutton is renowned internationally for its excellent quality, natural grass feed system and comprehensive origin-tracing mechanism. It is expected that through this project, the Chinese industry and consumers will further enhance their understanding of European Irish cow and mutton and deepen bilateral trade and industrial exchanges.”

EU Commissioner for Projects David Mulholland said:“China is one of the important strategic markets for Irish cattle and mutton in Europe and has long-term development potential in the field of high-quality imported food. Through this project over the next three years, we will further increase awareness in the Chinese market of the quality advantages of Irish and European cattle and mutton, as well as strengthen exchanges with importers, distributors, chefs and restaurant industry partners. We believe that the advantages of European Irish cattle and lamb in terms of quality, food safety and sustainability will continue to meet the changing needs of Chinese consumers and industry partners.”

The "European Cattle and Mutton - Sustainable Choice from Ireland" project, co-funded by the European Union and Ireland, has a total budget of 3.45 million euros (about 27.6 million yuan), focusing on high-potential Asia-Pacific markets such as China, Japan and Singapore. During the period 2026 to 2028, the project will be supported by industry technical seminars, SIAL exhibition, Multiple forms such as chef interactions and themed restaurant activities continue to convey the advantages of natural grass-fed, high animal welfare and full-traceability of European Irish cattle and lamb, build an efficient communication bridge between Irish producers and the Chinese market, and realize long-term win-win development.

Comments:

       1. China Food and Beverage Industry Report, Second Quarter 2024, BMI (Fitch Solution)

       2. General Administration of Customs of China (GACC), January-August 2025

About the Irish Food Board (Bord Bia)

The Food Authority of Ireland is the national food promotion agency of Ireland, responsible for promoting Irish food, drink and horticultural products globally, supporting local enterprises to enhance their sustainability and expand international markets. In the Chinese market, the Irish Food Bureau focuses on promoting the export of beef, lamb, dairy products, seafood, and whiskey in a number of advantageous categories, continuously enhancing the influence of Irish high-quality agricultural products in China with professional market insights and brand promotion services.

About Irish grass-fed cattle and lamb

Ireland has a mild and humid climate, abundant rainfall, fertile soil, and unique natural conditions that breed beautiful grasslands that are evergreen all year round. That's why the local cattle feed on natural grass all year round and spend most of the year walking and gathering freely in the outdoor pasture.

Irish beef strictly follows EU and Irish production standards. To qualify for the EU's Protected Geographical Indication Certification (PGI), cattle must be born, raised and fertilised on the island of Ireland, graze outdoors no less than 220 days a year, produce more than 90% of the grass feed, and have independent audits and traceability throughout the whole chain.

The same sustainability principles apply to the production of Irish lamb. European grasslands are known as "green gold mines," and natural grasslands allow sheep to live in harmony with nature. Natural grazing protects ecology and biodiversity and maintains rural ecological balance, resulting in safe, high quality Irish lamb with environmental value.