Ireland has successfully resumed beef exports to China following a suspension imposed in May 2020 due to a rare case of atypical BSE. The suspension was a precautionary measure based on a bilateral trade agreement, but the meat did not enter the food chain and did not pose a risk to human health. The suspension did not affect Ireland's reputation as a high-quality beef exporter, and the General Administration of Customs of China (GACC) has approved the resumption under the same conditions as before. Bord Bia, the Irish food marketing body, will launch a promotion campaign to capitalize on the market opportunities in China.