Bord Bia operates an international network of 14 overseas offices that are dedicated to the promotion and trade development of Irish food, drink, and horticulture.

In this article, we meet with Lorna Allen, who is the Southeast Asia director for Bord Bia, and based at the Singapore office.

Can you tell us about your career journey with Bord Bia?

I started on the Bord Bia Fellowship Programme in New York in 2019.

From there, I worked in the prepared consumer foods sector before moving to Dubai, where I spent four years as Bord Bia’s Middle East market specialist.

Currently, I’m based in Singapore as Southeast Asia director for Bord Bia.

Bord Bia has four full-time staff in the Singapore office, supported by four participants in Bord Bia’s talent programmes: one international graduate and three Fellows working directly with Irish exporters.

I’ll be in Singapore for the next year while the director, Lisa Phelan, is on maternity leave.

How important is Southeast Asia for Irish exports?

Southeast Asia is a high-priority growth region for Irish food and drink.

While Europe, the UK, and North America remain Ireland’s largest markets, Southeast Asia is strategically important for diversification. It is one of the fastest-growing regions globally for food imports.

Singapore also plays a key role as a regional hub, both commercially and strategically. Many Irish suppliers use it as a base to access wider southeast Asian markets.

Irish food and drink exports to the region grew 6% last year, reaching €331 million.

The region covers six key markets – Vietnam, Malaysia, Thailand, Singapore, the Philippines, and Indonesia – and our Singapore office also supports Australia and New Zealand.

How are Irish meat and dairy exports performing in the region?

Dairy is by far the largest category, accounting for more than 80% of exports.

Strong demand for powders, ingredients, and processed applications has driven this growth.

Beef and pigmeat have faced some challenges, particularly in price-sensitive markets like the Philippines, where lower-cost Brazilian products have become more competitive.

However, there are positive developments, with new market access for Irish beef in Thailand from 2025 and in Vietnam from this year.

In Australia and New Zealand, exports were valued at over €112 million, led mainly by pigmeat and drinks.

What changes have occurred in the region in recent years?

Southeast Asia is fast-growing and diverse, with each country presenting its own opportunities and challenges.

Even during periods of global disruption, demand has remained resilient, supported by population growth and rising incomes.

Demand for higher-quality, premium beef, seafood, and poultry has been growing, especially in top restaurants and hotels in Singapore and Thailand.

Other important trends include increasing protein consumption, rising interest in health and wellness, and continued strong growth in dairy.

Market access has been a key factor in enabling Irish suppliers to expand, particularly in Thailand, Malaysia, and Vietnam.

What does the future look like for Irish exports in the region?

Bord Bia sees Southeast Asia as a key region for growth and somewhere for Irish exporters to expand their footprint, thanks to a growing middle class and increased urbanisation, especially in markets like Vietnam.

We spend a lot of time connecting with customers and consumers around the region to understand their insights, challenges and any supports they may need.

The foodservice sector continues to grow in the region and is a key channel for food and beverage consumption.

There is also strong growth in value-added ingredients, particularly for nutrition and food manufacturing.

Is Bord Bia running any marketing campaigns in the region?

Bord Bia is currently running two EU co-funded campaigns in the region.

The Beef and Lamb campaign covers China, Japan, and Singapore from 2026 to 2028, while the Dairy Ingredients campaign covers China, Singapore, and Vietnam from 2025 to 2028.

These campaigns are helping to raise awareness and drive growth for Irish beef, lamb, and dairy ingredients in the region.

What do customers in Southeast Asia value in Irish products?

Customers in the region look for high-quality, premium, and consistent products.

They value suppliers they can trust to deliver reliable supply and increasingly care about sustainability, often framed in terms of food security.