Lidl Ireland has today (Friday, March 13) announced that it has agreed a new €7.5 million supply deal with Liffey Meats in Co. Cavan.

The deal will see Irish grass-fed beef exported to Lidl stores in up to 26 European markets throughout the year.

The retailer already sells Irish beef in its supermarkets in 17 countries.

According to Lidl, this latest agreement brings its 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.

Lidl

This new promotion starting this month will showcase a premium selection of cuts including Angus fillet steak, rib eye steak and sirloin steak.

The beef will be rolled out across Lidl's network of stores in Europe throughout the year, including Germany, France, Italy, the Netherlands and Finland.

Liffey Meats is Lidl Ireland’s largest Irish beef supplier with the partnership spanning more than 20 years.

Kevin Duffy, chief commercial officer at Lidl Ireland and Northern Ireland, said that "Irish beef is a global gold standard".

"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," he said.

Francis Mallon, Liffey Meats chief executive, added: "This promotion across 26 European countries allows us to showcase the consistency and quality of Irish beef on a massive scale".

Lidl Ireland’s bought more than €2 billion in Irish goods and services last year, which included a record €404 million in Irish agri-food exports.