Bord Bia - The Irish Food Board
Background
Bord Bia, established in 1994, is Ireland's state agency dedicated to promoting Irish food, drink, and horticulture both domestically and internationally. Formed through the amalgamation of the Irish Meat and Livestock Board and the food promotion activities of the Irish Trade Board, Bord Bia has since expanded its remit to include horticulture and seafood sectors. The agency's mission is to bring Ireland’s outstanding food, drink, and horticulture produce to the world, thereby enabling the growth and sustainability of producers. Its vision is for customers globally to recognize Irish food and drink as world-class—high quality, distinctive, and produced sustainably by a diverse range of creative producers from Ireland's unique environment.
Key Strategic Focus
Bord Bia's strategic priorities for 2022-2025 are:
1. Build Food Brand Ireland and Develop Its Proof Points: Enhancing the global reputation of Irish food and drink by showcasing quality and sustainability.
2. Develop Better Ways for Clients and Customers to Connect and Build Partnerships: Facilitating stronger relationships between Irish producers and international markets.
3. Nurture and Attract Industry Talent and Drive Client Capability: Investing in talent development to bolster the industry's growth.
4. Champion Insight-Led Innovation and Brand Development: Encouraging innovation based on market insights to meet evolving consumer demands.
5. Support and Enable the Organization to Execute Strategy: Ensuring internal structures and resources align with strategic goals.
These priorities align with the national agri-food strategy, Food Vision 2030, aiming to position Ireland as a global leader in sustainable food systems.
Financials and Funding
In 2024, Ireland's food, drink, and horticulture exports reached a record €17 billion, marking a 5% increase from the previous year. This growth was primarily driven by higher pricing amidst global trade challenges, with notable volume increases in seafood, prepared consumer foods, and meat and livestock sectors.
Pipeline Development
Bord Bia's initiatives include the "Spirit of Ireland" campaign, a €750,000 investment launched in 2022 to promote Irish spirits in the U.S. market. This program features virtual reality tours of 20 Irish distilleries and sensory experiences to educate U.S. retail and bar staff about premium Irish spirits. The campaign aims to strengthen the presence of Irish spirits in North America and is set to expand into Canadian markets.
Technological Platform and Innovation
Bord Bia introduced the world's first national Grass Fed Standard for Beef, allowing verification of the percentage of grass in the diet of Irish beef herds. This standard ensures that at least 90% of an animal's feed intake over its lifetime consists of grass or grass-based forage, reinforcing Ireland's commitment to natural and sustainable beef production.
Leadership Team
As of November 2022, Jim O'Toole serves as the Chief Executive Officer of Bord Bia. Prior to this role, he was the CEO of the Irish Seafood Development Agency (BIM) and has over 25 years of experience promoting Irish agri-food exports. Under his leadership, Bord Bia focuses on enabling the growth of the food and drink sector by increasing export value and demonstrating sustainable practices.
Leadership Changes
In March 2024, Bord Bia appointed two new market specialists for North America:
- Adam Hannon: Meat and Foodservice Market Specialist, previously a category buyer for Lidl Ireland.
- Daragh Flanagan: Drinks Market Specialist, formerly with Diageo Ireland and the Jameson graduate program.
Both are based in Bord Bia's New York office, enhancing support for Irish exporters in the U.S. market.
Competitor Profile
Market Insights and Dynamics
The global agri-food sector is highly competitive, with increasing emphasis on sustainability, traceability, and quality. Consumers are more conscious of food origins and production methods, driving demand for transparent and ethical practices.
Competitor Analysis
Bord Bia operates in a landscape alongside other national food promotion agencies such as Food Export USA and New Zealand Trade and Enterprise. These organizations focus on promoting their respective countries' food and beverage products, emphasizing quality and sustainability to appeal to global markets.
Strategic Collaborations and Partnerships
Bord Bia collaborates with various stakeholders, including government bodies, industry associations, and educational institutions, to advance the Irish food and drink sector. Notably, the agency works with Teagasc, the Agriculture and Food Development Authority, to support research and innovation in sustainable agriculture.
Operational Insights
Bord Bia's competitive advantage lies in its comprehensive approach to promoting Irish food and drink, integrating marketing, sustainability certification, and industry support. The Origin Green program exemplifies this by providing a national sustainability framework that differentiates Irish products in the global market.
Strategic Opportunities and Future Directions
Looking ahead, Bord Bia aims to:
- Expand Market Reach: Strengthen presence in existing markets and explore emerging ones.
- Enhance Sustainability Initiatives: Further develop programs like Origin Green to meet evolving consumer expectations.
- Foster Innovation: Support product and process innovation to maintain competitiveness.
- Invest in Talent Development: Attract and nurture talent to drive the sector's growth and adaptability.
Contact Information
- Website: Bord Bia Official Website
- Social Media:
Bord Bia's headquarters are located in Dublin, Ireland, with an international network of offices in cities including Amsterdam, Dubai, Düsseldorf, London, Madrid, Milan, New York, Paris, Shanghai, Singapore, Stockholm, and Warsaw.
