‘Key to success is identifying trend’

To ensure that Irish food remains ahead of consumer trends globally Bord Bia has carried out thorough market research initiative.

The CEO of Bord Bia, Aidan Cotter said that in the last five years Bord Bia has been engaging in extensive consumer research.

“The key to success in the food industry is trying to identify the next trend in food,” hesaid. At the cutting edge of this research is Bord Bia’s head of insight and innovation Helen King.

Ms King has been involved in ethnographic research which has seen Irish researchers living with families in Indonesia, Vietnam and South Korea and monitoring what they keep in their fridges and what they eat. The research has been particularly focused on the use of dairy products focusing on when and how frequently they are used.

Bord Bia is hoping to increase the export of dairy products to Asia and Africa once the quota for milk production expires in 2015.

A better understanding of these markets is seen as key to make the enterprise a success.