Under the EU Promotion of Agricultural Products Regime, Bord Bia has submitted an application for an Information and Promotion Campaign on EU Suckler Beef, with the strapline " EU Suckler Beef - Wholesome, Raised as Nature Intended". The destination markets are Germany and Italy. The duration of the programme is three years, with a budget of €2.9 million, of which 70% would be co-funded by the EU.
The application is currently under scrutiny in Brussels as part of a competitive process, with the EU Commission Decision on successful applications expected to be published in Q4 2019. If approved, the Irish Suckler Beef Promotion programme would start early in 2020.