Bord Bia, the Irish Food Board, has embarked on a re-launch of the Kerrygold brand of dairy products, in response to the growth of the region’s food sector.
“We are exhibiting this year because of the opportunities that exist in GCC countries as a result of recent economic developments. Gulfood is an ideal platform to showcase what Ireland has to offer,” said Owen Brooks, director of international markets, Bord Bia.
Bord Bia hopes to recover the position of Irish beef in the market by showcasing beef and dairy products, including Kerrygold butter and cheese. “The plan is to re-launch the Kerrygold range, in addition to launching a range of teas and confectionery products.”
Bord Bia will also be promoting the export capacity of the Irish food and drink industry. Exports are currently growing at a rate of 10% annually, Brooks said. Exporting to more than 90 countries worldwide, the Irish Dairy Board (IDB), which owns the Kerrygold brand, boasts an annual turnover of more than US $2.6 billion.
The IDB is also a major supplier of customized food ingredients and commodities, with subsidiaries in the USA and the EU.
Brooks revealed that Irish exports to the GCC countries are worth an estimated AED1.2 billion (US$ 326,000), and dominated by infant formula, added value dairy and ingredients for the food processing sector. Bord Bia’s participation at Gulfood is part of its wider marketing initiative to further develop the Irish food and drink industry. Ireland’s Prime Minister, Bertie Ahern recently led a trade mission in Dubai, which included promotions at the duty free shop at Dubai International Airport.
“We hope to achieve a greater awareness of Ireland as a source of top quality food and drink products. The current trends in the food sectors are an increasing need for functional foods with nutritional benefits, and a demand for innovative, cost saving solutions to satisfy changing lifestyles,” Brooks added.
Bord Bia has participated at Gulfood previously. It is exhibiting this year because of the opportunities that exist in GCC countries as a result of recent economic developments, particularly in the food sector. “Gulfood is an ideal platform to showcase what Ireland has to offer. Bord Bia is the Irish food and drink industry’s trade development and promotion organisation,” Brooks said.
A number of Irish companies will be exhibiting independently or on their importers’ stand.
Established by the Government of Ireland, Bord Bia’s mission is to drive the success of the world-class Irish food and drink industry by providing strategic market development, promotion and information services.Annual exports are currently worth over €8 billion and are growing at the rate of 10%.
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