Lidl Ireland has announced that its Cavan-produced Irish grass-fed beef produced in partnership with Liffey Meats, is set to be part of a major international promotion. Starting this March, a new €7.5 million supply deal will see the opportunity for Irish beef to be exported to Lidl stores in up to 26 European markets throughout the year, building on an existing footprint of 17 countries, through Lidl’s international supply network.
This latest agreement brings Lidl Ireland’s total contract value with its primary Irish beef suppliers to a combined €100 million, with the total annual Irish beef export value rising to €35 million. This significant investment reflects Lidl's ongoing commitment to sourcing high-quality produce from local producers and facilitating their growth in international markets.
This promotion, starting in March, will showcase a premium selection of cuts—including the Deluxe Angus Fillet Steak 32 Days, Deluxe Angus Rib Eye Steak 32 Days, Deluxe Angus Sirloin Steak 32 Days and the Deluxe Angus Striploin Steak 32 Days - which will be rolled out across Lidl’s network of stores in Europe throughout the year, including stores in Germany, France, Italy, The Netherlands and Finland. This phased approach ensures that shoppers in each participating country can enjoy a dedicated week featuring the very best of Irish beef on their shelves.
As Lidl Ireland’s largest Irish beef supplier, Cavan-based Liffey Meats has grown into a cornerstone of the retailer's supply chain over a partnership spanning more than 20 years. Central to this partnership is the Lidl Sustainable Beef Programme, a joint initiative with Liffey Meats. This industry-leading programme supports more than 20 Irish beef farmers in implementing innovative sustainable farming practices. Through the use of the innovative AgNav sustainability platform, Liffey Meats and its farmers can accurately measure and reduce carbon emissions, improve water quality, and promote biodiversity. This data-driven approach ensures that Liffey Meats continues to lead the way in environmental stewardship while delivering the world-class beef that Lidl customers expect.
Kevin Duffy, Chief Commercial Officer at Lidl Ireland & Northern Ireland, said: “At Lidl Ireland, we are immensely proud of our crucial role as a gateway for Irish suppliers to reach international markets. Irish beef is a global gold standard, and through this major promotion, we are bringing a wide range of premium cuts to Lidl customers in 26 countries across Europe. Reaching an export value of €35 million is a landmark moment that reflects the incredible quality produced by our valued partners, including our longstanding partner of over 20 years, Liffey Meats. This 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.”
Francis Mallon, CEO, at Liffey Meats, said: “Our longstanding relationship with Lidl continues to provide incredible opportunities to supply our premium Irish beef to new markets from our Cavan site. This promotion across 26 European countries allows us to showcase the consistency and quality of Irish beef on a massive scale. We are delighted to work with Lidl to strengthen Ireland’s position as a premier exporter of high-quality beef.”
This announcement follows Lidl Ireland’s broader procurement of more than €2 billion in Irish goods and services last year, which included a record €404 million in Irish agri-food exports. This milestone reflects the retailer’s commitment to driving export-led growth for a wide range of Irish suppliers, including Keohane’s Seafood in Bantry, who secured an expanded €30 million export deal to European markets, and O’Brien Fine Foods in Kildare, whose premium cooked meats are featured across Lidl’s international network. By leveraging its global scale, Lidl continues to support the domestic economy and champion the quality of Irish produce on the world stage.
