IRELAND, Dublin. Bord Bia is increasing its investment in the German food and beverage market as Irish exporters continue to look outside the traditional UK market to build business. Speaking at Anuga, the biggest food fair in the world, where a record 34 Irish companies are exhibiting, the CEO Tara McCarthy outlined the strategic importance of the market and its geography.
Bord Bia has committed considerable time and resources to the German market to exploit its potential for Irish food and drink exporters. It is Ireland’s sixth largest export market for food and drink with an estimated export value of €600m for 2016.
Export performance to date for 2017 has been very strong (up 24%), driven by increases in Dairy and Prepared Foods. Significant increases have also been recorded for sheepmeat (+14%), seafood (+26%), pigmeat (+19%), edible horticulture (+25%) and beverages (+9%).
Irish beef continues to perform in what is an important premium market, with beef exports rising to €142 mill. in 2016 from €92 mill. just four years ago. The new Brexit initiative will include concept and strategy development planning for promotion activity from 2018 and beyond, including existing material developed for the German market. The campaign commenced this year with five retail promotions in over 2,000 stores and a series of promotions with leading steak restaurant chains across 50 locations. In addition, Bord Bia is organising trade, consumer, food blogger and journalists visits to Ireland to gain a first-hand experience and understanding of Irish beef. (www.irishbeef.de)