An Taoiseach Enda Kenny and Minister of State Shane McEntee TD joined Bord Bia and leading Irish food exporters in Paris today to mark the international launch of Bord Bia’s ‘Origin Green’ initiative. Over 300 food buyers including representatives from key customers such as Carrefour and Monoprix attended the launch which took place at SIAL, one of the world’s largest food trade fairs taking place in Paris this week. Addressing the buyers An Taoiseach highlighted the scale of the Irish food industry’s commitment. “Ireland has embarked upon an innovative sustainability development programme for the food and drink industry. We have not only a clear vision of where we should be going but the wherewithal to get there. ‘Origin Green’ demonstrates the commitment of Irish food and drink manufacturers to operating sustainably and we believe it is the starting point for Ireland to become a world leader in sustainably produced food and drink."
Origin Green is a comprehensive national sustainability development programme, the first of its kind in the world, designed by Bord Bia, to help Ireland become known as the optimum source of sustainably produced food and drink. Industry recruitment commenced in June 2012 and to date 79 companies accounting for over 50% of Irish food and drink exports have signed up to the programme, including each of the 15 companies exhibiting at SIAL this week. Today’s launch is the initial promotion of Origin Green outside of Ireland and the start of Bord Bia’s global promotional campaign which will include trade marketing, advertising and participation in some 25 international trade shows around the world in 2013.
At the heart of Origin Green is a sustainability charter that will commit Ireland’s food and drink industry to engage directly and robustly with the challenges of sustainable production: reducing energy inputs minimizing their overall carbon footprint, and lessening their impact on the environment. Working in conjunction with Bord Bia, the registered companies are currently working on sustainability plans setting out clear targets in key areas such as emissions, energy, waste, water, biodiversity and corporate social responsibility (CSR) activities.
Aidan Cotter, Chief Executive, Bord Bia added “Globally, consumer demand for premium sustainably produced food and drink is growing and our ability to meet that particular need must be at the heart of our longer-term strategy. We intend to have 100% of Irish food and drink exports sourced through the Origin Green programme by the end of 2016. In addition, as part of our Quality Assurance scheme, Bord Bia has assessed the emission performance and carbon footprint of over 30,000 beef farms. Taking these steps, and setting these ambitious targets at national and farm level, gives Ireland the most comprehensive and verifiable commitment to sustainability of any country of origin in the world.”
Bocuse d’Or
Irish beef was also in the spotlight at SIAL following its selection as a key ingredient for Bocuse d’Or, an esteemed French and world renowned, culinary competition. The Bocuse d’Or held every two years in Lyon, France, is regarded as the most challenging and prestigious haute cuisine cooking competition and is often referred to as the Olympics of the culinary world.
Following a rigorous and lengthy process, the selection of fillet of Irish beef was based on its grass fed nature and the sustainable farming methods combined with animal husbandry of the Irish farmers.
The Bocuse d’Or Finals will take place over two days, 29th – 30th January 2013, where 24 international teams from across Europe, Asia and America will compete in terms of their culinary skills and creative imaginations to highlight the excellence of Irish quality assured beef. It is hoped that these chefs will be encouraged to introduce Irish beef as a regular feature on their restaurant menus.
“With a majority of Ireland’s beef exports destined for European markets, the priority is to differentiate and position Irish beef by presenting a premium image to secure its place in an increasingly competitive marketplace. Securing this much sought after accolade is an invaluable endorsement and recognition of Irish beef” commented Noreen Lanigan, Bord Bia Manager, Paris. “Irish beef has already garnered a comprehensive following amongst many of Europe’s Michelin Star chefs through our Chefs Irish Beef Clubs and as part of our marketing plans, many more world class chefs will be visiting Ireland in the months ahead of the Bocuse d’Or.”
Exports
France is the leading Eurozone market for Irish food and drink products, and is the second largest global market after the UK. France is Ireland’s biggest customer for lamb and seafood; second largest for beef and third for whiskey. Irish food and drink exports to France in 2011 amounted to €646 million, an increase of 13.9% since 2010. Irish export values for 2012 are being affected by the continuing volatility in markets, with dairy product prices still some 25% off their March 2011 peak, adverse weather conditions, poor grass growth, and the rising cost of inputs with which farmers across all enterprises have to contend. According to Bord Bia, exports, currently valued at €8.85 billion, will largely stablise in 2012. The strongest performing categories this year are expected to be meat, seafood, edible horticulture and to a lesser extent, beverages.
Exports to international markets meanwhile have been performing strongly, helped by a weaker euro, rising by almost 10% to date this year, as significant increases to Asia, North America and to a lesser extent Africa boosted trade. The UK remains the principal export destination with exports largely unchanged during the first six months of 2012 with its share of exports remaining at 41%.
SIAL 2012
SIAL is one of the world’s largest food trade fairs with 5,900 exhibitors representing over 100 countries and almost 140,000 international visitors expected this year, of which over 40% are French buyers. At this year’s event, fourteen Irish meat companies and one Irish dairy cooperative are exhibiting on ‘Origin Green’ pavilions managed and coordinated by Bord Bia, with a further three Irish companies exhibiting independently.