The Growing Popularity of Irish Food in International Markets: Bord Bia’s Role in Championing Irish Produce

The Growth of Irish Food Exports

In recent years, Irish food and drink have gained significant recognition on the global stage, with consumers around the world embracing the high-quality, sustainable, and natural produce that Ireland is renowned for. At the heart of this international success story is Bord Bia, the Irish Food Board, a government agency dedicated to promoting Irish food, drink, and horticulture both domestically and abroad. Through their innovative marketing strategies, quality assurance programmes, and commitment to sustainability, Bord Bia has played a pivotal role in positioning Irish food products as sought-after commodities in international markets.

Bord Bia: Leading the Charge in Global Food Promotion

Bord Bia’s mission is to bring Ireland’s best food and drink products to a global audience. Over the years, they have developed a comprehensive range of initiatives that promote the unique qualities of Irish produce. Central to their efforts is a focus on sustainability, traceability, and the highest standards of quality, all of which resonate with the modern, eco-conscious consumer. Some of their key strategies include:

Sustainability through the Origin Green Programme:
Bord Bia’s Origin Green is a world-leading sustainability programme that operates on a national scale, involving farmers, food producers, and processors. Over 53,000 farms and 300 companies are currently participating, making it one of the largest national sustainability initiatives globally. The programme sets rigorous environmental and ethical standards, ensuring that Irish food is not only of the highest quality but also produced with minimal impact on the environment. In a world where consumers are increasingly looking for products that are both healthy and sustainable, Origin Green provides a compelling competitive edge for Irish exports.

Market Insight and Tailored Export Promotions:
Bord Bia’s ability to connect Irish producers with international markets is supported by its in-depth consumer insights and food trend analysis. The agency helps businesses identify key growth opportunities in markets as diverse as Europe, North America, and Asia. Through targeted export campaigns, Bord Bia ensures that Irish products are strategically placed in regions where demand for premium and sustainable food is on the rise. This data-driven approach helped Irish food and drink exports reach €16.7 billion in 2022, marking a 22% increase compared to the previous year and the highest level ever recorded. Products like dairy, beef, and seafood led the way, benefiting from strategic market placement.

Global Representation and Trade Fairs:
Another major aspect of Bord Bia’s work is representing Ireland’s food and drink industry at global trade fairs and food exhibitions. These events provide Irish producers with a platform to showcase their products to an international audience, fostering relationships with influential buyers and distributors. Irish beef, dairy, seafood, and whiskey are among the products that regularly draw attention at these exhibitions, further cementing Ireland’s reputation for excellence in food production. Irish whiskey, for example, has enjoyed a resurgence in popularity, with exports reaching €1 billion in 2022, and is now the fastest-growing spirit globally.

The Global Appeal of Irish Food: Quality, Tradition, and Sustainability

Irish food products have long been prized for their quality, thanks to Ireland’s temperate climate, rich soils, and traditional farming methods. Irish farmers have a deep connection to the land, and this connection is reflected in the quality of the food they produce. Products such as grass-fed beef, dairy from free-roaming cows, and seafood from the clean, cold waters of the Atlantic are renowned for their flavour and natural goodness.

What makes Irish food increasingly attractive to international consumers is not just its premium quality but also the emphasis on sustainability and ethical production. In an era where people are more mindful of their food choices, Ireland’s focus on sustainable agriculture is perfectly aligned with global consumer trends. Irish beef exports, valued at €2.5 billion in 2022, for instance, have penetrated markets such as China, where demand for high-quality, traceable meat products is growing.

Irish Food on the Rise: A Global Success Story

Thanks to Bord Bia’s efforts, Irish food and drink exports have seen impressive growth over the last decade. In 2022, Ireland’s food exports reached record levels of €16.7 billion, with dairy alone accounting for €6.8 billion, making it the largest sector within Irish food and drink exports. Irish butter, in particular, has become a firm favourite in markets like the United States and Germany, where consumers appreciate its rich taste and the sustainable farming practices behind it.

The popularity of Irish food is not limited to Western markets. In Asia, especially in China, Irish beef and seafood are gaining a strong foothold, appreciated for their traceability, safety, and premium quality. Irish seafood exports reached €766 million in 2022, with shellfish being particularly popular in Asian markets, where quality and sustainability are increasingly important to consumers. In North America, Irish dairy products, especially butter and cheese, have seen a significant rise in popularity, with consumers drawn to their natural production methods and rich flavours.

In Europe, Irish food remains a staple, particularly in the dairy and beef sectors. Despite the challenges posed by Brexit, Bord Bia has been proactive in maintaining strong trade relationships with both the European Union and the United Kingdom. Their work ensures that Irish products continue to enjoy strong demand across the continent.

Why Irish Food Stands Out in Global Markets

The global success of Irish food can be attributed to several key factors. First and foremost is the quality of the produce. Irish farms benefit from a mild climate and lush green pastures, which provide an ideal environment for raising livestock and growing crops. As a result, Irish food is known for its purity, natural flavours, and nutrient-rich composition.

Secondly, sustainability is a cornerstone of Ireland’s food industry. The world is becoming more conscious of the environmental impact of food production, and Irish producers, with Bord Bia’s support, are leading the way in demonstrating how high-quality food can be produced sustainably. The Origin Green programme is not just about environmental responsibility; it’s about building long-term trust with consumers who are increasingly prioritising eco-friendly food choices.

Finally, traceability and trust are crucial in the modern food landscape. Consumers today want to know where their food comes from, and they want assurance that it has been produced in a way that aligns with their values. Irish food, supported by Bord Bia’s rigorous quality assurance standards, offers that transparency, giving buyers confidence in their purchases. 72% of global consumers associate Irish food with high quality, and 80% of retailers rate Ireland as having a strong sustainability story, making it an attractive proposition for international buyers.

Conclusion

Looking ahead, the future of Irish food in international markets looks incredibly promising. Bord Bia’s ongoing efforts to promote Ireland’s sustainable, high-quality food products are opening up new opportunities for growth. As global demand for healthy, natural, and environmentally responsible food continues to rise, Irish producers are well-positioned to capitalise on these trends.

Moreover, with Bord Bia’s focus on innovation and staying ahead of food industry trends, Irish food is likely to maintain its strong presence in established markets while also breaking into new ones. The continued success of Irish food exports will not only benefit the Irish economy but will also enhance the reputation of Ireland as a leading producer of premium food on the global stage.

Ireland’s food story—rooted in tradition, sustainability, and quality—is one that resonates strongly with today’s global consumer. Thanks to Bord Bia’s tireless work, the future of Irish food in international markets is brighter than ever.



*By Anne Hayden MSc., Founder, The Informed Farmer Consultancy.