ORLANDO — Bord Bia — the Irish Food Board is bringing its ‘European beef and lamb — Ireland, working with nature’ promotional campaign to the 2025 Annual Meat Conference (AMC) March 24-26.

The campaign is co-funded by the European Union and is designed to raise awareness in the US about the high-quality European Beef from Ireland, Bord Bia said.

Bord Bia will be highlighting the EU’s food safety, quality assurance, traceability, animal welfare, and sustainability standards and how Ireland “goes the extra mile to ensure high standards are implemented and verified at each stage of the production process.”

According to Bord Bia, no growth hormones are allowed in the EU, and the EU has Agri-Environment programs that incentivize farmers to produce sustainable food.

Bord Bia said it implements Origin Green, a sustainability program that unites the EU’s entire food and beverage production chain with the same sustainability goals.

“We are excited to exhibit at AMC once again this year and to share the larger story of European beef from Ireland, especially what makes it different, in terms of safety, quality and sustainability,” said Henry Horkan, director, North America at Bord Bia. “Global reach is important for attracting future customers and for the long-term development of the food and drink industry. Communicating the quality, safety and sustainability of European beef from Ireland is what opens doors for us in international markets.”