“Today, on behalf of the Irish meat industry, we set ourselves the challenge of securing the premium space in meat counters across Europe” commented Dan Browne, Chairman, Bord Bia during his opening address at the European Meat Forum taking place in Lyrath Estate, Kilkenny today. “The fact that over 97% of Irish beef exports is destined for the UK and Continental Europe represents an important platform on which to build our future success” he said. The value of Irish beef exports in 2008 is set to increase over 2007 levels and exceed €1.6 billion as improved market prices, particularly in the UK, compensate for a depreciation in sterling and lower volumes.
“Sustainability and environmental issues are undoubtedly important but food safety and traceability will remain central to the consumer’s quest for good food. In Ireland, we have developed world class systems to support these assurances and these will remain crucial as we continue to develop our premium market position” he added.
The European Meat Forum is a key part of Bord Bia’s strategy to assist the continued repositioning of Irish meat in an increasingly competitive European marketplace. Today’s conference has attracted over 400 attendees, including over 200 overseas delegates representing 16 European markets. Among the attendees are buyers from the majority of key retailers and food service operators in the UK and mainland European including Asda, Sainsburys and Somerfield in the UK; Carrefour and Intermarche in France; Dehaize in Belgium; Co-Op in Italy; Albert Heijn in the Netherlands and Rewe in Germany.
This is the third European Meat Forum with previous Fora held in 2001 and 2004. According to Aidan Cotter, Chief Executive, Bord Bia “this years delegates are the most internationally diverse to date and include some of Europe’s most influential retail and food service representatives. Twenty one of the attending retailers are ranked in the top three in their respective markets and the buyer’s combined turnover is valued at approximately €220 billion.”
Today’s conference, chaired by broadcaster John Bowman, addresses the changing consumer needs and trends; the future of meat production and consumption in Europe and the marketing and development of premium brands. High profile speakers include Rick Barrera, CEO of Overpromise Inc, whose keynote presentation is entitled ‘Delivering on the Premium Promise’ and Paolo Tramelli from Consorzio del Prosciutto di Parma who will explain how the Parma region has developed a premium world-wide brand based on geographical location.
Kyle Connaughton, Head Development Chef at the Michelin Star Fat Duck Restaurant, London and a panel of meat experts will lead an open discussion on the formula for perfect meat and, finally, Aidan Cotter, Chief Executive, Bord Bia will conclude proceedings, discussing premiumisation and the opportunity for Irish meat in Europe.
According to Aidan Cotter “Following extensive research and segmentation of markets, consultation with producers, processors and customers, Bord Bia has developed a marketing strategy for Irish beef for 2008 to 2013 based on the overriding principles of Premiumisation and Differentiation. The strategy is based on the key characteristics of Irish beef: traditional Grass Based Production, Full Traceability and Quality Assurance and building further on this, through tailoring and innovation of individually targeted offerings. The overriding aim is to seek out the highest priced markets in the EU for Irish meat and gain access by supplying a superior product on a year round basis, with excellent packaging, presentation and customer service.”
Ireland is the largest exporter of beef in Europe, with export sales last year valued at €1.5billion. Irish beef has achieved significant diversification across the EU marketplace, which now accounts for 97 percent of exports, up from 50 percent in 2000. The industry has made significant progress in particular over the last five years, increasing its sales to Continental EU markets by 70 percent. Irish beef is listed in more supermarket groups (62, up from 27 in 2001) in more markets than beef of any other country of origin.