Bord Bia campaign to broaden export scope

BORD Bia has launched an intensified drive to broaden the food industry’s market reach and boost its exports, valued at €8.2 billion last year.

It is co-ordinating the participation of 30 Irish companies at Anuga ’09, the world’s top food and drink fair, which opened at Cologne in Germany over the weekend and continues until Wednesday.

Bord Bia chief executive Aidan Cotter said Ireland’s participation at the event, which is expected to attract 163,000 visitors including buyers from 175 countries, comes at a critical time.

“The Irish food and drink industry is experiencing probably the most challenging period in its entire history. Yet, as the world will need to double food production by 2050 to meet the needs of an expanding population, the potential for the industry to expand is immense,” he said.

Mr Cotter said broadening the export reach of Irish food and drink companies has become a major strategic priority for Bord Bia in light of the challenges facing the industry as a result of the global economic downturn and the depreciation of sterling.

Food and Horticulture Minister Trevor Sargent welcomed the Irish industry’s largest-ever presence at the biennial trade event.

“The food industry, accounting for two thirds of our indigenous exports, has a significant role to play in Ireland’s sustainable economic renewal,” he said.

“I am delighted to see such a broad and impressive representation of Irish food companies – including organic produce and Irish farmhouse cheeses – leading the drive to build exports at this crucial time for our economy.

“I look forward to even closer relationships being built with customers and buyers on the values and quality of food from Ireland, the green and sustainable food island,” he said.

Bord Bia chairman Dan Browne said Britain will continue to be Ireland’s single largest export market, accounting for 43% of exports in 2008.

But other eurozone markets offer the prospect of new opportunities and more stability in the light of recent exchange rate volatility.

Mr Browne said Ireland’s significant presence at Anuga is one of a number of market-building initiatives planned by Bord Bia.

It launched a targeted trade awareness campaign in advance of Anuga, aimed at attracting key buyers to meet Irish companies during the event.

Over 3,000 new and existing buyers, including representatives from the top 20 retail outlets in the EU, were targeted.

Bord Bia said Irish food and drink exports fell for the first time in 2008 by 6.5%, to just under €8.2bn, and further decline is expected this year.