The ‘European Dairy – Ireland, working with nature’ campaign promotes dairy from Ireland in South-East Asia and aims to target 10,000 buyers in Malaysia and the Philippines.
According to Bord Bia, Malaysia and the Philippines are growing markets for Irish dairy, primarily across the core categories of butter, cheese and powders.
Dairy Trade Seminars
As part of this week’s government-led trade mission, Bord Bia will host two dairy trade seminars in Malaysia and the Philippines, under the ‘European Dairy – Ireland, working with nature’ campaign.
The Irish Minister of State with responsibility for Research and Development, Farm Safety, and New-Market Development, Martin Heydon, will launch both legs of the €3.2 million campaign in Malaysia and the Philippines.
Speaking at the recent launch in Malaysia, Minister Heydon said, “Bord Bia has been awarded the opportunity by the European Commission to promote European and Irish dairy in South-East Asia over a three-year period, from 2022 to 2024.
“This is in recognition of the grass-fed and sustainable nature of Irish dairy production and the market demand dynamics at play in the South-East Asia region.
“As a result of the campaign investment of €3.2 million across the […] countries, Irish dairy exports are forecast to grow by nearly €60 million in South-East Asia by 2025.
“This campaign is aligned with the goals of the Irish agri-food sector’s ‘Food Vision 2030’ strategy, which sees Ireland as a world leader in sustainable food systems.”
Irish Exports To Asia
Bord Bia noted that the launch is part of a wider campaign that commenced in Japan and Vietnam in 2022.
In that year, Irish exports to Asia were valued at an estimated €1.4 billion.