ABP Food Group was part of a special delegation which launched a new campaign to promote Irish beef in Germany. The delegation was led by Taoiseach Enda Kenny. The new five-year Irish beef campaign which was developed by Bord Bia follows extensive consumer research which clearly showed that German shoppers want to hear about the origin of the meat they purchase and who is behind it. In 2016, Ireland exported 23,000 tonnes of beef to Germany, a doubling in volume since 2012 and Bord Bia aims to increase this figure to 30,000 tonnes by 2018. Germany is an important destination for beef processed by ABP Food Group’s Irish operations.