Following the conclusion of last week’s trade mission to the Gulf States, Bord Bia Chief Executive, Tara McCarthy has said that the hard work only starts now.
Speaking to Agriland in Dubai last week she said that there was positives to take away from the trade mission.
“But you can’t be naive either by saying we’ll all go home and they’ll ring us demanding new products from us – it’s up to us to do the work.
“Whilst it’s been a phenomenal and tiring trip over the last number of days, the hard work starts now.
“So everything we’ve done [on the trade mission] is only the beginning.”
Now we’ve to keep going and what I mean by that is following up on every single meeting that we’ve had. It’s delivering on the commitments we made at those meetings and delivering upon them.
A delegation of 30, from the Department of Agriculture, including the Minister for Agriculture, Michael Creed, Bord Bia and the media departed Ireland on Saturday, February 25 and returned on Friday, March 3.
The headline news from the trade mission was enhanced access to Saudi Arabia for Irish beef, the ban on Irish sheepmeat imports to Saudi Arabia being lifted and the news that a number of premium Arab buyers from the United Arab Emirates are to visit Ireland next month.
McCarthy said that over the course of the trade mission, Bord Bia and the Department had over 40 different engagements.
“From a Bord Bia perspective, we’ve had the opportunity at about 90% of those engagements to talk about Origin Green and to tell people the Origin Green story.”
The reaction that we’ve got has been overwhelmingly positive. Those who hadn’t been aware of the project previously are fascinated by it.
“Those who are aware of it are very proud of the developments that have been happening and the speed of those developments. They can’t believe it’s just five years old.”
The Bord Bia Chief Executive said that as a direct result the trade mission there will be a number of inward buyer visits to Ireland.
“We’ve also had commitments from Origin Green projects and we’ve had commitments to do further insight and partnership with operators in the market.
“From that perspective, the agenda and the dynamic behind this trip has been very positive.”
Also Read: Arab food buyers to visit Irish food exporters next monthOne of the key things that needs to be taken away from the trip is the importance of the insight that Bord Bia is getting into the market, she said.
“Actually meeting the people here and getting under their skin a bit is really something that we’ve learned from this. You can really see the difference in going to a formal meeting versus talking to people by other means [email and on the phone].
“That will be a key priority for us going home. As we adjust our behaviour and look at what the consumer part of this market is telling us, we will match that with what the policy makers and trade are telling us, then you’ve a full picture of what you’re doing.”
The Bord Bia CEO said that when you hear buyers say that they are over-dependent on one section of the world or on one supplier, that it is an opportunity for Ireland to leverage.
“If buyers are still stuck in a trading mentality mindset, then it could take you five years to get them into a partnership. But if they’re already looking at their over-dependence on a place, then we need to work more at their partnership models. Then you know it’s an opportunity to build on.”
Irish Beef
The fact that Ireland hasn’t been hugely present in the UAE market for the last year from a beef perspective came up on the trade mission, McCarthy said.
“People in the premium restaurant market were saying that they don’t want Brazilian beef.
“Brazilian beef has changed the dynamic from a price perspective, taking the floor out of the market.
“More and more people in the top quality establishments were saying that they couldn’t be putting Brazilian beef on their menus – that they need superior quality.”
“Irish grass-fed beef for them was that brand. They’re looking to re-engage in the category as well, almost having been given the impetus by the announcement [that Irish beef now has enhanced access to Saudi Arabia].”
Brexit
On Brexit, the Chief Executive said that Ireland will not be walking away from the UK.
“We’ve been very clear, we’ve no intention of walking away from the UK. So, we’re trying to understand what the leverage points in the UK are – that we could be investing in.
“But just as importantly we’re looking at Europe. All of the opportunity isn’t all in the east. We really have some good growth opportunities there.”
McCarthy said that Bord Bia has a renewed focus on finding out where the business opportunities are and how it can grow Ireland’s presence and visibility in those markets.