Russia offers new openings for food and drink products
She said the market is changing with the ongoing development of a dynamic new retailing sector.
“We believe we can extend the range of wholesome Irish food products available in Russia, while strengthening existing levels of trade in frozen beef.
“We take huge pride in our Irish farming methods and the quality of our products, and we hope both the Russian and Irish people will enjoy the growing links between our two countries,” she said.
Ms Kennedy said Bord Bia’s role in Russia over the next number of years will be to investigate and identify these opportunities for Irish companies and to assist them to meet the changing demands of the Russian market, particularly at retail level. “We have already started this process and, together with some of our leading meat processors, we are testing the market with a trial of chilled beef and pork in two retail outlets in St Petersburg.”
Ms Kennedy said this is the first time that Irish beef and pork have been sold at retail level in Russia. “We will evaluate the success of this new endeavour and we will work with Russian retailers and Irish exporters to continually improve the products and services we offer and the links between Russia and Ireland. We see this as the first of many such activities,” she said.
Agriculture and Food Minister Mary Coughlan said the Russian market is very important to Ireland for food and drink products, being valued at some €130 million in 2004. Meat Products accounted for about €90 million of this total.
“Ireland produced 560,000 tonnes of beef in 2004 and we exported almost 90% of that, most of which went to the internal EU market.
“Effective promotion and marketing of Irish beef by Bord Bia and the industry has ensured a presence for top quality Irish beef in all the key European markets.
“However, we need and value our non-EU markets also. We sent 47,000 tonnes of beef to Russia in 2004, representing 85% of our non-EU trade.”
Ms Coughlan said the main goal of the strategy is to increase retail market penetration and to invest in growing Irish beef awareness. “Naturally, I have great belief in our beef and have no hesitation in saying it is the best in the world for quality and flavour.”
Ms Coughlan said Bord Bia has identified an opportunity for the export of higher value, chilled, vacuum packed meat to Russia. The promotion is focused on achieving a breakthrough for this product.
