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16 Mar 2015

Paul Rankin’s soda bread goes green!

Celebrity chef Paul Rankin and Tourism Ireland team up for a ‘green bread’ promotion on 1.5 million packs of Rankin’s Irish soda bread across Britain

Tourism Ireland has joined forces with celebrity chef Paul Rankin for a St Patrick’s promotion with a difference. Timed to coincide with our national day, the promotion gets under way this week and will see some 1.5 million – specially greened – packs of Rankin Selection Irish brown soda bread distributed across Britain.

The promotion will run for six weeks – with the ‘greened’ bread on sale in Waitrose, Tesco and Sainsbury’s supermarkets, targeting potential holidaymakers in Britain with a chance to win a city break in Ireland. A special competition page has been created on Tourism Ireland’s website,; and Tourism Ireland will also send the ‘greened’ bread to major media outlets in London on 17 March.
David Boyce, Tourism Ireland’s deputy head of Britain, said: “Tourism Ireland is delighted to join forces with Paul Rankin for this special St Patrick’s promotion, to highlight the island of Ireland to potential holidaymakers across Great Britain. We are inviting people to be in with a chance to win a city break in Ireland. The island of Ireland is increasingly known for the quality of its food, with a reputation for high quality, natural products used in both traditional and innovative dishes, so we are delighted to have this opportunity to also remind people that Ireland is a wonderful food tourism destination.

“Great Britain is the largest market for tourism to Ireland and we were pleased to see visitor numbers increase by +6% in 2014, almost 2.8 million British visitors during the year. Tourism Ireland is determined to ensure that tourism growth continues and we have an extensive programme of promotions under way across Britain in 2015.”

This promotion with Paul Rankin is just one element of Tourism Ireland’s busy programme of spring promotions in Great Britain. This week alone, Tourism Ireland will participate in, and promote the island of Ireland at, a range of St Patrick’s Day activities across Britain – including Glasgow, Birmingham, Manchester and London. For the first time ever, The View from the Shard in London (Europe’s tallest building), Nelson’s Column in Trafalgar Square, Edinburgh Castle and Wales Millennium Centre in Cardiff will join Tourism Ireland’s Global Greening initiative to celebrate St Patrick and Ireland. The London Eye, Selfridges in London and the ‘Armadillo’ in Glasgow are also set to be illuminated in green. David Boyce, Tourism Ireland, with Paul Rankin at the launch of the ‘greened’ packs of Rankin Selection Irish brown soda bread.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • In 2014, we welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.