Lidl has agreed a €7.5m deal with Liffey Meats in Cavan that will see Irish beef exported to Lidl stores in up to 26 European markets this year.
Lidl already sells Irish beef in its supermarkets in 17 countries.
According to the low-cost retailer, the agreement brings Lidl Ireland’s total contract value with its primary Irish beef suppliers to €100m, while its annual Irish beef exports will rise to €35mn.
The promotion is being rolled in Lidl stores out across Europe – including Germany, France, Italy, the Netherlands, and Finland – and will showcase its Deluxe Angus range.
Liffey Meats is Lidl’s largest Irish beef supplier.
Chief Commercial Officer at Lidl Ireland & Northern Ireland Kevin Duffy said the initiative “is about more than just a single product; it is a showcase of the consistency and excellence of the entire Irish beef industry.
“By utilising our extensive international network, we are ensuring that the provenance of Irish beef is recognised on a global stage, providing a significant boost to our local suppliers and the wider rural economy.”
The German-owned retailer said it procured more than €2 billion in Irish goods and services last year, which included a record €404m in Irish agri-food exports.