Bord Bia “ready to take off” in China


Bord Bia welcomed the signing of formal protocols that advanced the case for the export of sheepmeat and breeding pigs to China, stating that it is ready to “go on the ground” in the market.

This morning, it was confirmed that Agriculture, Food and Marine Minister Charlie McConalogue signed and exchanged formal protocols with Minister Ni of the General Administration of Customs of China (GACC) which are expected to “Paving the way” for the export of sheepmeat. and breeding pigs from Ireland to China.

Welcoming the announcement, Bord Bia Managing Director Tara McCarthy said: “Bord Bia has been preparing for entry into the Irish sheepmeat market for several years and is very pleased with today’s announcement. .

“We have developed a clear Irish sheepmeat strategy in China and are ready to go, leveraging strategic partnerships with key customers.

“Our aim will be to raise awareness of Irish sheepmeat through foodservice focused events targeting influential chefs and commercial customers.

“Although imports are currently dominated by two main competitors, we are convinced that Irish sheepmeat can carve a niche and a premium market in China,” said McCarthy.

Bord Bia noted that China imported some 365,000 tonnes of sheepmeat in 2020, valued at more than $ 1.74 billion.

Currently, imports account for 8% of total sheepmeat consumption in China. The two largest suppliers, New Zealand and Australia, account for 97% of all imports by volume, New Zealand 55% and Australia 42%.

Bord Bia China Director Conor O’Sullivan also commented, adding: “The steady growth in Chinese import demand represents a positive platform for Irish sheepmeat as it prepares to enter the market. Marlet.

“The premiumization of the retail and foodservice sectors in China has transformed China from a market for cheap cuts to a market with opportunities for every cut of sheepmeat. ”

Sheep meat represents 6% of Chinese meat consumption at a rate of 3.8 kg per person per year.

While 65% of sheepmeat consumption takes place through catering – typically enjoyed in pots and stews, or on the barbecue – home consumption is increasing as consumers become more familiar with cooking it. Lamb.

Out-of-home consumption is significantly higher in urban areas with a growing affluent population, where imported meat is more likely to be consumed.

Bord Bia said that in collaboration with the Ministry of Agriculture, Food and Marine, he would organize a series of lamb-focused meetings with major commercial buyers and importers in November.

Bord Bia’s strategy for sheepmeat in China will focus on the catering and food service business, with events including seminars and trade shows, chef demonstrations and a master chef series.

Consumer promotions will focus on e-commerce through promotions and partnerships with websites such as, Tmall and Pinduoduo.


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