Bord Bia is undertaking a major promotion of Irish meat in France.

International meat buyers, decision makers and 19,000 chefs will attend France's main food service trade fair - which gets underway in Lyon today.

More than 200,000 visitors will attend the event over the next five days - including 19,000 international chefs.

Bord Bia and six Irish meat firms are also in attendance.

The Irish stand will also focus on promoting Bord Bia's Origin Green programme - as well as providing details on the Irish Beef Club and the Bord Bia Quality Assurance Scheme.

The Irish exhibitors at the event include John Stone, Kepak, ABP Ireland, Liffey Meats, Slaney Foods, Irish Country Meats and Kildare Chilling.

France is Ireland's largest Eurozone market for beef at €260m. It accounts for 23% of Irish beef exports to continental Europe.

Speaking in advance of the event, Bord Bia CEO Aidan Cotter, said: "It is also our biggest export market for sheep meat with a value of €90m or 42% of our total global sheep meat exports."

"This endorsement from a country renowned for its culinary and fine dining tradition will enhance our attractiveness to the non-French presence...who account for 13% of visitors", he added.

Michael Walsh of Bord Bia says it will boost the profile of Irish beef and lamb to French and other international buyers.