Irish beef is being promoted to consumers across Europe and the UK through a major €7.5 million promotion by Lidl campaign across 26 countries, following Ireland’s success at the World Steak Challenge. 

The promotion of four cuts of Irish steaks sourced from Dawn Meats and Liffey Meats by Lidl saw multiple sell outs across Europe.

The promotion, which began in Lidl in the UK in March, features Irish beef from Dawn Meats and Liffey Meats with premium cuts including striploin, fillet, ribeye and sirloin. The promotions are available for a limited time in each market, concluding in Slovakia at the end of July.

The campaign builds on Ireland winning the ‘World’s Best Steak’ title in 2025, when a grass-fed Angus striploin produced by Dawn Meats, in partnership with Lidl, took the top award.

Bord Bia has supported the rollout of the promotion through its network of international offices and local market teams in key beef export countries including Belgium, France, Italy, the Netherlands and the United Kingdom. In Germany, Irish beef has sold out in two separate promotions.

Kevin Duffy, Lidl Ireland Chief Commercial Officer said:
“We are proud to work with our Irish suppliers to bring award-winning Irish beef to customers across Europe and the UK. The quality and consistency of Irish beef, which won achieved a record-breaking performance, securing 68 medals across gold, silver and bronze categories, makes it a strong fit for Lidl markets.  

At Lidl, providing the highest quality products at the best value on the market has always been our promise to our customers and this recognition underscores our strong commitment to providing world-class Irish produce at the best value on the market to shoppers across the country.”

Niall Browne, CEO of Dawn Meats said:

“Winning the World’s Best Steak is fantastic recognition for Dawn Meats and for our farmer suppliers.

We truly believe in the quality of Irish grass-fed beef, and this promotion is a great opportunity to bring that quality to more consumers across Europe.

As a leading global meat company, our focus is on producing consistent quality, great-tasting, nutritious beef from sustainable sources and we are delighted to see this product being well received in homes and on barbecues across Europe this summer.”

Liffey Meats, who won six medals at the 2025 World Steak Challenge, including gold medals for its grass-fed Irish Angus fillet and ribeye steaks, is also featured in the promotion.

A spokesperson for Liffey Meats added:
“This initiative reflects the strength of Irish beef and the growing demand for high-quality, grass-fed products from Ireland across Europe. We are thrilled that our  exceptional Irish grass-fed beef is being served up on dinner plates across Europe. Similarly, it is a reflection of Ireland’s excellent farming practices that our steaks have been recognised for quality, breed credentials and processing standards on the international stage.”

Mark Zieg, Beef Sector Manager at Bord Bia, said:
“This promotion shows the strength of Irish beef internationally. Through our network of 14 overseas offices, Bord Bia works with partners like Lidl to build demand for Irish beef, highlighting its quality from sustainable farming and grass-fed production. The World Steak Challenge win helped open doors, and it’s positive to see that converting into real opportunities for Irish exporters across Europe.”

For more information on Ireland’s award-winning beef and the Origin Green programme, visit www.bordbia.ie 

Featured image left to right: Kevin Duffy – Lidl Ireland & Northern Ireland, Biance Ioana – Lidl Germany, Richard Booth – Dawn Meats, Mark Zieg – Bord Bia