As St Patrick’s Day approaches and the spotlight focuses on all things Irish, Bord Bia is preparing to bring a taste of Ireland to an international audience with a series of planned promotional activities. From Paris to Shanghai, Bord Bia, through its network of international offices, has scheduled a number of events for consumers, retailers, trade and foodservice operators to highlight the range and quality of Irish food and drink.
"St Patrick's Day is an ideal time to put our best foot forward and capitalise on the enormous good will and profile Ireland enjoys at this time. The Irish food and drink industry, whose exports were valued at €8.16 billion in 2008, is facing unprecedented challenges amid currency fluctuations, growing pressure on consumer spending and a high cost base. Bord Bia is committed to working with industry to exploit all opportunities to broaden export reach and consolidate the position of Irish food and drink in existing markets" commented Aidan Cotter, Chief Executive, Bord Bia.
The Minister for Agriculture, Fisheries and Food, Mr. Brendan Smith T.D. will travel to Germany on March 16th to attend a number of trade and media events in Munich, Dusseldorf and Berlin. The Minister’s visit will be an opportunity to reassure leading German retail and industry figures of the continuing safety, traceability and quality of Irish meat. In 2007, Irish food and drink exports to Germany were valued at over €417 million. After France, Germany is one of Ireland’s leading food and drink markets on Continental Europe. Minister Smith will also attend a trade and retail lunch with the Irish Ambassador, before meeting with his German counterpart on St Patrick’s Day.
The Minister of State at the Department of Agriculture, Fisheries and Food, Mr. Trevor Sargent T.D. will attend a trade reception in Paris co-ordinated by Bord Bia, Tourism Ireland and Bord Iascaigh Mhara. The Minister will also meet with the French pigmeat trade associations including SNCP (pigmeat processors federation) and the FIC (French charcuterie manufacturers federation) to maintain their confidence in the safety and quality of Irish pigmeat. Bord Bia’s Paris office is also coordinating a number of consumer and trade campaigns promoting Irish lamb, beef and farmhouse cheeses.
As part of its Asian Strategy, Bord Bia is organising a series of interactive and educational seminars, entitled Classic Drinks of Ireland, in Delhi and Mumbai. The trade and media seminars, which commence on March 16th, aim to increase awareness of Irish whiskey, stout and cream liqueur and to secure a stronger presence within this growing premium import market. The Indian drinks market is one of the largest in the world, valued at $2 billion, and is growing at approximately 20 percent per annum. The market has already developed a taste for Western style products and in the medium to long term presents considerable opportunities for Irish drinks exporters.
Bord Bia Shanghai will host an Irish dinner for key retailers, media and trade contacts. Guests will participate in sampling sessions with Irish drink companies including Baileys, Guinness, Jameson, Murphys and Irish Mist. China represents Ireland’s most important export market within Asia, accounting for 25 percent (€100 million) of all Irish food and drinks exports to the region in 2007.
Closer to home, Bord Bia’s UK office is working with celebrity chef Richard Corrigan to promote Irish beef and speciality foods through a national print and radio campaign. The UK was the main destination for Irish food and drink exports in 2008 accounting for over 40% of the total exports, valued at €3.5 billion.
Bord Bia recently launched its Statement of Strategy 2009-2011 which aims to boost Irish food and drink exports to €10 billion in the next three years.