Tipperary woman appointed as Bord Bia's new China manager
Sinéad Kennedy, the newly appointed China manager for Bord Bia.
Sinéad Kennedy has been appointed Bord Bia’s new China Manager.
A native of Cahir, Co Tipperary, Ms Kennedy joins Bord Bia’s global business development team in Shanghai.
She will lead a team and oversee the implementation of Bord Bia’s strategy for dairy, seafood, drinks, prepared consumer foods and meat exports in the Chinese market.
It is a busy start to her new role, as Ms Kennedy prepares to welcome an Irish agri-food trade mission to China this week, led by minister of state with responsibility for fisheries and the marine, Timmy Dooley.
Ms Kennedy steps into the role after her predecessor, Conor O’Sullivan, was recently appointed Bord Bia UK manager, leading the London team.
Bord Bia’s global business development director for Africa, Asia and the Middle East Fiona O’Shaughnessy said: “We are delighted to announce Sinéad Kennedy’s appointment as Bord Bia’s new China manager. Sinéad brings a strong track record in market development and strategic insight, having worked most recently as Bord Bia market specialist for meat and seafood in southeast Asia.
"Her experience and deep understanding of customer needs will be invaluable as Bord Bia continues to strengthen Ireland’s position in China — a priority market for our agri-food exports.”
Before her appointment, Ms Kennedy spent six years in Singapore. Before joining Bord Bia, she worked as a sales manager for Asia at Premier Brands International, a consolidation and brand management company, and previously as key account manager for Asia at the vertical farming start-up Unfold.
Speaking on her appointment, Ms Kennedy said: “I am excited to help Irish food and drink companies exporting to China to realise future growth opportunities. Ireland is in a strong position to compete and supply China’s evolving consumer requirements.
I’m looking forward to focusing on dairy proteins, high-value seafood, and segments of the meat and alcohol categories where demand continues to grow and Irish producers can add real value and variety for Chinese buyers.”
In 2024, Irish food and drink exports to Greater China — mainland China, Taiwan, Hong Kong, and Macau — were valued at €576.5m, primarily driven by dairy and pigmeat exports.
