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Bord Bia sets out its new Brexit Initiatives at ANUGA

Minister Doyle welcomes 70% increase in Irish Exporters in Cologne

Date: 05/10/2017

47% exhibiting for first time


Bord Bia will set out its range of new Brexit supports for Irish food exporters at ANUGA this week when Minister of State at the Department of Agriculture, Food and the Marine, Andrew Doyle T.D. and the Chairman and CEO of Bord Bia lead a record number of Irish food and drink companies to the world's biggest food fair in Cologne. The 34 companies, 27 of whom will be exhibiting in the "Ireland – Origin Green" pavilion, will be pushing for new business opportunities as they target buyers among the 160,000 trade visitors.

The new Bord Bia initiatives, enabled by the increase in budget allocation from the Department of Agriculture, Food and the Marine, are built on the results of client engagement and insight and will see it work with individual exporters on new ways of maximising business through market prioritisation, consumer and customer insight, marketing strategy, distribution channels and where appropriate, diversification from traditional markets to new destinations.

Before departing for Cologne, Minister Doyle paid tribute to the determination of the Irish food and drink industry to meet the challenge of Brexit and highlighted Bord Bia's speed in recalibrating its support programmes for companies to maximise opportunities in new markets: “ANUGA is a barometer for the performance of international food and drink markets and emerging consumer trends. This is where we showcase all that is best in Irish food and drink under our Origin Green banner and assess how our competitors are adapting to changing international consumer trends and market opportunities. The record number of Irish companies participating here demonstrates the determination of the food and drink industry to face the Brexit challenge and grow in new international markets.

The government is committed to achieving the industry targets in Foodwise 2025 and we have demonstrated this in practical terms with the recent increased allocation of €6.7 million to Bord Bia to maximise the impact of its Brexit initiatives. The scope and depth of the new Bord Bia initiatives will ensure exporters will be equipped with insight and knowledge to access the best markets, the best logistical and distribution partners and the best consumer insight for their particular products as they engage with buyers and retailers.”

New Initiatives

Bord Bia has completed a review of the effectiveness of the organisation and the readiness of industry to meet the challenges of Brexit. While its strategy remains the same it is adapting its tactics to deal with the changing landscape and the impact of Brexit on individual sectors, food and drink categories and the needs of individual companies. Getting companies into new markets is vital to the success of the new strategy. ANUGA is strategically important in getting companies face to face with international buyers and Bord Bia has issued targeted invitations to buyers on behalf of Irish exhibitors. Bord Bia will also undertake a comprehensive trawl of competitors' stands to look for shifts in trends, positioning and innovation.

The CEO of Bord Bia Tara Mc Carthy said: “We are now entering the next phase in our push to secure new market prospects and ANUGA will prove our fitness for winning new markets amongst the world's sternest competition and in front of the biggest gathering of international food buyers.

Supporting our exporters to enter sustainable new markets requires planning the route with them; developing individual export strategies, using insight to identify the best destinations for their particular products, knowledge on logistics and distribution. Getting more “feet on the street” to assist companies promote their products when they are in market is also vital and the budgetary support of government and the Department of Agriculture Food and the Marine is enabling us to do more, quicker, to succeed with these initiatives.

Origin Green has never been more important than today and continues to be key to our success in attracting business. We are now exploring further the influence of sustainability on consumers in new markets to assist exporters in offering the benefits of sustainable food production to new customers who are increasingly responding to demands for it from their consumers.”

Irish companies

A record number of 34 Irish companies (27 in the Origin Green pavilions) from across the food and drink industry are attending ANUGA this year with an Irish presence in the Meat, Dairy Chilled and Fresh, Frozen and Bakery halls, 70% higher than the last visit here in 2015. Bord Bia's global office network has specifically targeted 2,600 buyers from their regions who are attending ANUGA to ensure that Irish exporters are aware of their presence and maximise engagement with them during the event. In addition, Bord Bia will host a trade reception on site to maximise networking possibilities for participating Companies.

Bord Bia Chairman Michael Carey said the importance of ANUGA as a venue for networking cannot be underestimated and the efforts of Bord Bia's office in Germany and globally in targeting buyers plays a key role in the success of Ireland's presence. “Trade events like ANUGA and trade missions are invaluable in widening the network of contacts for exporters and building upon existing trading relationships. The active participation of Minister Doyle has raised our profile here and showed the serious intent of the Irish food and drink industry. We are delighted that 26 Irish products will feature at the Taste Innovation Show at ANUGA; reflecting the importance that our industry places on insight based innovation and on our ability to respond with pace to evolving consumer and customer demands.

To optimise the return on the investment made by participating Irish firms, we assist by working with our exhibitors to target relevant buyers in advance, allowing for engagement on the stands and at our trade reception at the Ireland - Origin Green pavilion. Bord Bia’s insight initiatives allow our participants to reach out to new contacts, armed with an understanding of their needs and the challenges of meeting their particular demands. Many of our exhibitors work closely together, sharing their experiences and making very practical distributor/customer introductions to one another. We are here to do business and we are confident that ANUGA 2017 will prove to be a great success for Irish food and drink firms.

The 34 Irish companies participating

Meat Hall

  • Ashbourne Meats
  • Dawn Farms
  • Dawn International
  • Dawn Meats
  • Dawn Pork & Bacon
  • Irish Country Meats
  • Kepak - Agra Kepak International
  • Kildare Chilling Co.
  • Liffey Meats
  • M & M Walshe T/a Ribworld
  • QK Meats Ltd.
  • Rosderra Irish Meats
  • Slaney Foods International
  • Traditional Meat Company Ireland Ltd.

Dairy Hall

  • Advanced Food Concepts
  • Dansko Foods Ltd.
  • Kerry Foods
  • Ornua Co-operative Ltd.

Chilled & Fresh Food Hall

  • Ballineen Fine Foods
  • Mora Foods Ltd.
  • Rangeland Foods Ltd.
  • Swift Fine Foods
  • Truly Irish Country Foods

Frozen Food Hall

  • Paganini Ice-cream Ltd./Coolhull Farm
  • Green Isle Foods Ltd.

Bakery Hall

  • Coolmore Fresh Foods
  • Goodness Grains Gluten Free Bakery

Independent Exhibitors

  • ABP Food Group
  • BR Marketing Ltd True Life Health Foods
  • Food Bridge Ltd.
  • Fulfill Nutrition
  • Golden Iris Worldwide (EU) Ltd
  • Greenfields Ireland Ltd
  • Vitz Drinks Limited