THE VALUE of Irish beef exports will increase to €1.6 billion and over 97 per cent of this will come from EU markets, Bord Bia’s European Meat Forum heard yesterday.
Dan Browne, chairman of the food board, told the 400 delegates who assembled in Kilkenny and half of whom came from abroad, that higher prices, especially in the UK, would compensate this year for a depreciation in sterling and lower volumes of exports. “The fact that over 97 per cent of Irish beef exports is destined for the UK and continental Europe represents an important platform on which to build our future success.”
Mr Browne, who is a prominent meat processor, told the forum that the industry had set itself the challenge of securing the premium space in meat counters across Europe.
“The value of Irish beef exports in 2008 is set to increase over 2007 levels and exceed €1.6 billion as improved market prices, particularly in the UK, compensate for a depreciation in sterling and lower volumes.
“Sustainability and environmental issues are undoubtedly important, but food safety and traceability will remain central to the consumers’ quest for good food.
“In Ireland we have developed world-class systems to support these assurances, and these will remain crucial as we continue to develop our premium market position.”
The European Meat Forum is a key part of Bord Bia’s strategy to assist the continuing repositioning of Irish meat in an increasingly competitive European marketplace, according to the chief executive of Bord Bia Aidan Cotter.
“Following extensive research and segmentation of markets, consultation with producers, processors and customers, Bord Bia has developed a marketing strategy for Irish beef for 2008 to 2013 based on the overriding principles of premiumisation and differentiation,” said Mr Cotter.
“The strategy is based on the key characteristics of Irish beef: traditional grass-based production, full traceability and quality assurance and building further on this through tailoring and innovation of individually-targeted offerings.
“The overriding aim is to seek out the highest-priced markets in the EU for Irish meat and gain access by supplying a superior product on a year-round basis, with excellent packaging, presentation and customer service.”
Mr Cotter added: “This year’s delegates are the most internationally diverse to date, and include some of Europe’s most influential retail and food service representatives.
“Twenty-one of the attending retailers are ranked in the top three in their respective markets, and the buyers’ combined turnover is valued at approximately €220 billion.”