The Bord Bia EU Organic Beef & Lamb programme is a European-funded campaign designed to raise awareness and drive demand for organic beef and lamb from Ireland in key markets: Germany, Sweden, Belgium and Austria. At its core, the programme is focused on B2B audiences such as importers, distributors, retailers and foodservice professionals. The aim is simple: to position Irish organic meat as a trusted, high-quality and sustainable choice that meets EU organic standards and fits real sourcing needs.