Skilled producers, dotted across Ireland, are seeking additional growth opportunities in export markets
THANKS TO ITS CLEAN, green landscape, rich food heritage and skilled producers, Ireland has developed a reputation as a distinguished food producing nation, recognised in 180 countries around the world. This reputation meets the growing demands for artisan and speciality food as consumers seek food and drink products of high quality with great taste. Consumers want to connect not only with the products they buy but also where they come from, the producers and their individual stories. These businesses, with their unique stories, can often command a premium from discerning consumers who understand the craft behind a product. At Bord Bia, we believe a company should anchor its food business in consumer insight to generate repeat business from satisfied customers. Through original research and market information Bord Bia creates insights which give Irish food and drink businesses access to information on consumer trends, market overviews and much more, allowing them the opportunity to create products that
A SUPPLEMENT TO FINE FOOD DIGEST
meet a real consumer need. Bord Bia’s Consumer Lifestyle Trends report, published in 2018, identified the key trend of consumers’ need for engaging experiences. Shoppers are now calling for moments of discovery and delight that enhance their day and offer them the opportunity to share such experiences with others. This has in fact led to the development of the sub-trend which identifies consumers as story tellers, as they themselves increasingly share memorable moments with their online audience. In addition a Bord Bia report on Local Food – Understanding Consumer Attitudes, completed in 2017, saw ‘producer story’ as carrying the same importance in influencing purchasing decisions. This further highlights the growing demand by consumers to connect with food producers and shows a willingness to pay more for speciality products. Consumers’ trust in bigger brands has reduced in recent years as they look to connect with smaller scale local brands which they feel offer them a greater level of honesty and integrity. It is those passionate and skilled food and drink producers, dotted across Ireland, producing products of incredible quality and taste, that are looking to meet the needs of these consumers. They are seeking additional growth opportunities in export markets. The UK is a natural export market for Irish producers due to its proximity, similar cultural profiles and the well-established relationships between the two countries. 37% of Irish food exports – well over €4bn – are exported to the UK. Irish producers of all sizes and sectors are continuously seeking new routes to market and indeed new markets themselves, leading to the
development of a very dynamic food industry in Ireland. The success of Irish food and drink in the UK market is demonstrated by the success of Irish producers in the Great Taste awards. In the past three years, hundreds of individual Irish companies have participated in the awards. In 2018 10 Irish products were awarded the prestigious three stars, 82 were awarded two stars, and 300 were awarded one star. These award winners continue to demonstrate the high quality speciality food and drink products that Ireland has to offer. Bord Bia’s Marketplace event in 2018 brought 535 international buyers to the Republic of Ireland to meet with over 185 Irish food and drink producers to explore potential business opportunities. 11% of the buyers for this one event were representatives from the UK market, highlighting the strong interest in sourcing Irish food and drink products. The event itself is held by Bord Bia every three years and is one of many ways that Bord Bia aims to accommodate trade buyers in meeting with potential suppliers in Ireland. Bord Bia prides itself on being able to support Irish food and drink producers throughout their exporting journey. Bord Bia’s UK office in London promotes such relationships with trade buyers by organising numerous annual inward buyer meetings to Ireland. This gives UK buyers the opportunity to meet with Irish producers whose products have the potential to meet the ever changing demands of the UK consumer. • If you are interested in arranging an inward buyer meeting to Ireland, email: estelle.alley@bordbia.ie
FOOD & DRINK FROM IRELAND 2019-20
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