Tuesday 10th June 2008 Bord Bia’s third European Meat Forum concluded today with a conference in the Lyrath Estate, Kilkenny. The event attracted over 400 attendees, including more than 200 overseas delegates representing 16 European markets. Among the attendees were buyers from Europe’s most influential retail and food service representatives 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. 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.
This years Forum was a key part of Bord Bia’s strategy to assist the continued repositioning of Irish meat in an increasingly competitive European marketplace. 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.
In his address to the delegates, Aidan Cotter, Chief Executive, Bord Bia stated that the global food market was undergoing fundamental change and there were increasing doubts about the capacity of agricultural productivity to keep pace with rapidly growing world demand. This would have consequences for the European meat market as the linkages between food commodities continued to strengthen and assert themselves. The competitive advantage provided by Ireland’s grass-based beef production would become increasingly important in the context of rising grain prices, positioning the industry to take increasing advantage of Europe’s growing deficit in beef, set to approach one million tonnes by 2015.
However, he stated that the European marketplace would remain challenging and it was essential that the industry continued to build on the strong position it had established over the last five years, during which exports to Continental markets had doubled. Irish beef enjoys listings with a wide range of leading retail and foodservice customers across Europe and this represented a unique platform to pursue a policy of differentiation and premiumisation that would enhance returns to the industry.
According to Aidan Cotter “Consumers today are witness to fundamental change and while they would continue to seek out the best eating experience they are also conscious of the growing impact of their choices in relation to animal welfare, ethics and the environment. The large number of farmers participating in the Rural Environment Protection Scheme and the Suckler Welfare Scheme operated by the Department of Agriculture, Fisheries and Food has the potential to address many of the emerging needs of consumers in these areas. Similarly, further opportunities for differentiation could be explored in relation to breeds and specialist production systems. Bord Bia is increasing its engagement with customers to pursue these opportunities while continuing to focus on building a premium image for Irish beef among the industry’s target markets.”
Today’s conference, chaired by broadcaster John Bowman, addressed 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 included Rick Barrera, CEO of Overpromise Inc, whose keynote presentation was entitled ‘Delivering on the Premium Promise’ and Paolo Tramelli from Consorzio del Prosciutto di Parma who explained 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 lead an open discussion on the formula for perfect meat.
Ireland is the largest exporter of beef in Europe, with export sales last year valued at €1.6 billion. Irish beef has achieved significant diversification across the EU marketplace, which now accounts for 98 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.