Declan Fennell, Sheep Sector Manager, Bord Bia - The Irish Food Board
Following the recent market access secured for sheep meat by Minister for Agriculture, Food and the Marine, Michael Creed T.D., Bord Bia hosted a technical seminar in Tokyo in an initiative to showcase Irish and EU lamb and beef. A delegation of some 80 Japanese representatives, including food buyers, chefs and media attended the seminar. Ireland’s commitment to food safety and sustainability was also highlighted as part of a three year EU co-funded campaign implemented by Bord Bia to promote meat across Asia. This seminar follows on from the successful Agri-Food Trade Mission to Japan in June, which marked the opening of the Bord Bia Tokyo Office.
Irish Ambassador to Japan, Paul Kavanagh and Bord Bia Market Specialist Joe Moore represented Ireland at the event, with former Irish international rugby player Bernard Jackman and winner of the San Pelligrino Young Chef of the Year competition 2018 Mr Yasu Fujio addressing attendees about the positive attributes of Irish beef and lamb.
Speaking at the event, Joe Moore said, “It is fantastic to see Irish lamb served here for the first time today. As one of the world’s largest meat importers, Japan offers significant growth potential for Irish sheep meat at a time when our food and drink industry is energised in unlocking growth in new markets. Over the last five years Japanese sheep meat imports have grown in double digits, with an 18% volume growth in 2018 alone. As we continue to invest resources in the region, this seminar is a key opportunity to build on the strong reputation Irish pork, beef, dairy and seafood has gained in Japan and demonstrate how the Irish food industry can work with customers in responding to consumer demands for quality and sustainably produced food.”
Rugby World Cup
On the eve of Ireland’s Rugby World Cup match against Japan, former Irish international rugby player Bernard Jackman addressed the seminar. Jackman, who hails from a farming background and studied Japanese business spoke about the important role that red meat plays in sports nutrition, and beef and lamb meat as a source of protein – particularly relevant for the ageing Japanese consumer.
Commenting on the timing of the seminar Joe Moore said, “The launch of Irish lamb in Japan coincides with a period when Ireland’s profile will be significantly enhanced amongst the Japanese public. The match represents an opportunity to drive awareness of Irish beef and lamb to an audience of 127 million people and promote Ireland as a world class food and drink producer.”
Whilst Ireland failed to secure a win against the Japanese in the pool stages of the 2019 World Cup Rugby tournament, the level of media coverage on Ireland post-match was unprecedented. This bodes well in raising the profile of Irish food and drink amongst Japanese consumers.
Irish Exports to Japan
Irish exports to Japan have been growing steadily since 2008; from €25 million to almost €115* million in 2018. Exports are led by pork (€41 million) and dairy (€41 million), followed by seafood (€14 million), and beverages (€8 million) and beef (€3.6 million, including offals).
Through its Prioritising Markets – Opportunities for Growth study, Bord Bia has identified Japan as being in the top five priority markets for Irish food and drink exports. Japan is currently Ireland’s fourth largest market for both pork and cheddar, while it remains a valuable and increasingly important market destination for Irish beef offals, seafood and a priority future market for Irish whiskey and other spirits.