Ireland’s food industry is the largest in the country and one that is steadily growing. In 2018, total food exports grew 13 percent from 2017 to rake in 12.6 billion euros. Even with Brexit looming, Ireland expects the UK to remain its largest market.
The challenge of strengthening Irish-British food trade and entering new markets lies in hands of Bord Bia, or the Irish Food Board. Set up in 1994 by the Irish Parliament, Bord Bia acts as a link between suppliers of Irish food, drink, and agricultural products to customers around the world. Currently, Bord Bia has 14 different offices in Europe, New York, Shanghai and Singapore.
To promote the Irish food industry, Bord Bia carries out consumer insight reports, talent development programs and sustainability initiatives such as Origin Green. It also seeks to understand the trajectory of the industry towards modernization and create a story to improve branding and marketing of Irish food companies.
“Asia is drawing the interest of Ireland, particularly Japan. Among other Asian countries, Japan presents itself as an ideal investment destination for the food export market. We both have a very strong food culture, thought leaders, inspiring presentation, interest, variety and knowledge in food. It’s learning from each other that is the absolute core,” Bord Bia CEO Tara McCarthy McCarthy said.
Aside from the similarities between the two island nations, the Economic Partnership Agreement signed between Japan and the European Union proves advantageous for Ireland with trade tariff projections at record lows.
“Our trade with Japan is booming for the past 12 months, thanks to that trade policy evolution which facilitates trade when there are fewer tariffs involved. We want to make sure that the products we’re supplying are the relevant products based on the population. There’s also growth in the alcohol market, which is exciting and we are learning that Japanese whiskey is a respected brand as well but so has Irish whiskey,” McCarthy said.
Despite the positive outlook, challenges remain for Irish firms. “The Japanese have very small insight on Irish quality,” McCarthy shared.
Bord Bia aims to promote the Irish brand of sustainability and quality in Japan by establishing an office there by the end of 2018. Furthermore, it will capitalize on data collected on the Japanese market, the similarities between the two nations, and the talent of Irish farmers and manufacturers.
“Ireland is a country that is committed to quality and sustainable food production, we believe that that is the type of brand that the Japanese consumer is looking for. We commit to a long-term relationship with the Japanese market and that will be shown in our investment, our research and our commitment to serve that market to the best of our ability,” McCarthy said.
