Ireland’s bid for market share in Asia’s beef boom

Asia is predicted to become the export destination for half of the world’s beef within the next three to four years

At Bord Bia’s EU beef and lamb promotional event in Tokyo during the recent Irish food trade mission, Declan Fennell, Bord Bia, helping to serve up Irish beef to Japanese chefs. Earlier this year, Bord Bia won the contract to promote EU beef and lamb across China, Japan and Hong Kong in a campaign valued at €3.75 million.

With Asia predicted to become the export destination for half of the world’s beef in the next three to four years, it was no surprise that our beef industry was well represented on the recent Department of Agriculture/Bord Bia food trade mission to Japan and South Korea, writes Stephen Cadogan.

Rising incomes and changing cultures are dramatically increasing beef demand in Asia. Already this year, the Philippines has come to the rescue of Irish beef exporters. In the year up to August, compared to 2016, Ireland exported over 4,000 extra tonnes of beef to the Philippines, which has emerged as an important buyer for the estimated 5% increase in Irish beef production this year.