Bord Bia’s new chairman impresses with redirected beef export strategy
The Jacobs Fruitfield chairman will bring a lot of export knowledge to the role. He has also held executive positions with a number of other food exporting firms in Ireland and Britain.
Welcoming Michael Carey to Bord Bia, Agriculture Minister Simon Coveney said: “Mr Carey will bring considerable experience and knowledge to the agri-food sector at a time when the food industry is playing a pivotal role in the economic recovery of this country.”
Indeed, while many competing nations are driving exports towards emerging large populace eastern markets, Bord Bia is focusing on Germany, where a trebling of beef sales by 2015 seems an achievable goal.
We exported 9,600 tonnes in 2010, and we’re heading for 15,000 tonnes in 2011.
This contrasts markedly with Brazilian beef exports to Russia which were down 39% year-on-year in July and August.
And, from January 2012, Russia will also demand a hygiene certificate for all beef imports from Brazil.
Brazil’s response has been to increase its exports to Australia and the US in July. Brazil has also diverted exports into Iran, Hong Kong and Chile.
Mr Coveney has also appointed five non-executive members to the Bord Bia board: Gary Brown, chief executive, below the line marketing; Michael Cronin, former chairman of the Irish Dairy Board; Rhona Holland, marketing director global intelligence, Pepsi Co; John Kingston, beef and dairy farmer; and Brody Sweeney, food entrepreneur.
Michael Carey takes up his seat from outgoing chairman Dan Browne, one of the founders of Dawn Meats.
Mr Coveney said: “During an economically challenging period, I am very grateful to the significant contribution Mr Browne made to An Bord Bia and the wider food industry during his term of office.”
