Irish pork is officially launched into the Malaysian market during agri-food trade mission
- Irish pork is showcased in Kuala Lumpur at a special trade event on the first day of an agri-food trade mission to Malaysia and the Philippines.
- Ireland gained access to export pigmeat to the Malaysian market in November 2022.
Monday November 6th: Following the gaining of market access for Irish pigmeat to Malaysia last year, Bord Bia hosted a special trade event to showcase Irish pigmeat, on the first day of an agri-food trade mission to Malaysia and the Philippines. The event in Kuala Lumpur, Malaysia, aims to spotlight the superior quality and taste of Irish pigmeat to selected importers, distributors and chefs.
Minister of State at the Department of Agriculture, Food and the Marine, Martin Heydon T.D, who leads the trade mission said: “As Minister with responsibility for new market development, I am pleased to see the positive progress made by Irish pigmeat in Malaysia since access was gained. This trade mission is strategically important to build upon this strong start as we continue to position Ireland as the supplier of choice for sustainable, safe and high-quality meat and dairy. Key to this will be direct engagement with influential buyers at events such as this; while later today, I will participate in several high-level meetings with potential pigmeat customers as organised by Bord Bia.”
This summer, Bord Bia invited 15 Malaysian chefs and meat buyers on a tour of Irish pig farms and processors and to Teagasc’s pig research facility, to experience Irish pigmeat production first hand.
Lisa Phelan, Bord Bia South East Asia Manager outlined how Bord Bia is developing the Malaysian market opportunity for Irish pigmeat: “Since access was gained 12 months ago, Bord Bia has been actively generating interest in Ireland as a supplier of high-quality pork among the Malaysian trade. We also undertook in-depth research into the Malaysian pigmeat market to understand all aspects of the market from consumer preferences to the best route-to-market strategy for Irish exporters. Through local trade media outreach, we secured enquiries from interested buyers and initiated discussions with Irish suppliers. Following this, we had our first Malaysian buyer visit in June which was very successful from a commercial perspective.”
Although Malaysia is a majority Muslim country, a sizeable ethnic Chinese population (23%) supports demand for pork with per capita consumption of 17.3kg per year according to the Malaysian government. Domestic pigmeat production accounts for 90% of consumption and last year pigmeat imports reached 33,500 tonnes.
Lisa Phelan added: “Although we are relatively new trade partners, Ireland is committed to developing long-term and sustainable trade relationships with Malaysian pigmeat customers. Today’s event, and the trade mission as a whole, aims to reinforce this partnership message. In attendance today are several potential and existing pigmeat customers, including buyers who visited Ireland this summer.”
Notes to editor:
Between January and August (latest CSO figures available), 370 tonnes of Irish pigmeat have been exported to Malaysia, valued at €870,500.
Further detail on Irish food and drinks exports available at www.bordbiaperformanceandprospects.com
The main supplier of pork to Malaysia is currently Spain, supplying over 14,000 tonnes in 2022, followed by the Netherlands, Denmark and Belgium.
Pictured at a Bord Bia foodservice event in Kuala Lumpur to officially launch Irish pork in Malaysia is Minister of State at the Department of Agriculture, Food and the Marine, Mr. Martin Heydon TD (right), with Bord Bia CEO, Jim O'Toole (left), and Executive Chef of the Grand Imperial restaurant, Kenneth Chai Wai Keong.