Ireland is making a step change in promoting itself in China


SIAL China is the perfect opportunity for Irish food producers to adopt a new strategy on the Chinese market.

Posted on May 17 ,07:00

Ireland is making a step change in promoting itself in China


9 beef and pork producers are exhibiting on the Origin Green pavilion at SIAL China, coordinated by Bord Bia and funded by the EU ‘Enjoy, it’s from Europe’ campaign.

“While Bord Bia and Irish beef exporters have participated at SIAL China for a number of years, 2018 will see a step change in how we utilise the event following the recent access secured for beef” commented Tara McCarthy, CEO, Bord Bia in Shanghai today. ”In preparation for this year’s show, we conducted a targeted trade marketing campaign to over 500 key buyers and we will host almost 150 meetings over the next three days with the top Chinese importers, particularly those supplying foodservice or with access to online route to market in tier 1 and tier 2 cities.”

17 Chinese beef buyers who recently travelled to Ireland with Bord Bia to attend Marketplace International were present at trade launch to visit the Irish stand.

Present at the event, the Irish Minister of Agriculture Michael Creed declared: “Market access for Irish beef allows us the opportunity to build significantly on our achievements to date.  I want to use this visit to build a reputation for Ireland as a supplier of first choice for food of the very highest standard.  SIAL offers the ideal platform for Irish exporters to showcase their products to an enormous Chinese audience”.

Following a successful day one at SIAL, Ireland joined forces with Holland, Belgium and Denmark to co-host an EU-China meat seminar, in conjunction with the Chinese Meat Trade Association. The seminar focused on promoting EU meat exports based on safety, security and sustainability positioning. Ireland was represented by Minister Creed and Tara McCarthy, who both addressed the delegation of over 100 representatives from the Chinese meat trade.

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