Irish Food Board promotes herring and mackerel at Japan’s Aeon Stores

Bord Bia has coordinated a seafood promotion with Japan’s leading retail group, Aeon.

Dublin-based Bord Bia, or in English, the Irish Food Board, is the Irish government export promotion agency for food, drink and horticulture. Nine Irish mackerel and herring products will be promoted through in-store sampling in many as 100 Aeon stores 17 to 19 March.

The campaign will emphasize the quality and sustainability of Irish seafood. The products featured will be Marine Stewardship Council-certified. Additionally, Irish pelagic fish exports are certified by Bord Bia’s own “Origin Green” sustainability program.

To support the tasting program, Bord Bia has developed a new Irish seafood logo that will be used on Irish mackerel and herring to help Japanese consumers identify Irish-origin products. Other POS materials include an Irish seafood leaflet.

Ireland exports around JPY 68.6 billion (USD 597.5 million, EUR 560 million) of seafood annually. Sales to Japan have been growing quickly, reaching JPY 1.2 billion (USD 10.6 million, EUR 10 million) in 2016.