About us

The ‘Potatoes - More Than a Bit on the Side’ campaign is a European programme for the generic promotion of fresh potatoes across Great Britain and Ireland.

This has been approved by the European Commission and received EU funding with co-financing from the Department of Agriculture, Food and Marine and the Irish Potato Industry (ie Irish Potato Federation representing potato packers and potato growers) for the Ireland campaign and AHDB (Agriculture and Horticulture Development Board) for the GB campaign.

Bord Bia is managing the running of the campaign in Ireland. This new promotional campaign is focusing on younger consumers and is highlighting the fact that potatoes offer enormous potential within the world of modern cooking and with the added health and nutritional benefits that they have. 

Our Role

The role of Bord Bia, the Irish Food Board, is to act as a link between Irish Food, Drink & Horticulture suppliers and existing and potential customers.

Our objective is to develop markets for Irish suppliers and to bring the taste of Irish food to more tables world-wide. We have an extensive and in-depth knowledge of the Irish industry, which we are happy to share. We can provide you with details of exports, production, quality standards, health regulations and controls, and new developments in the industry. We can also act as a bridge, putting you in touch with companies appropriate to your areas of interest.

Our History

Bord Bia/Irish Food Board was established by an act of the Irish parliament (the Dail) and came into being on the first of December 1994. It brought together the former CBF (Coras Beostoic agus Feola – the Irish Meat and Livestock Board) and the food promotion activities of the Irish Trade Board, now part of Enterprise Ireland. Responsibility for the development of the horticultural industry in Ireland, which rested with the former Bord Glas, was integrated into Bord Bia on July 1st, 2004. Horticulture is divided into two main sectors – the food sector (e.g. fruit and vegetables including mushrooms, potatoes and glasshouse crops) and the amenity sector (e.g. trees, shrubs, flowers, and bulbs).