Bord Bia’s quality drive boosts Irish agri-food’s global success

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Ireland’s outstanding food, drink, and horticultural produce are an integral part of its cultural appeal, and Bord Bia’s mission is to bring them to the world. “The food and drink sector in Ireland is very heavily exportfocused,” explains Jim O’Toole, CEO of Bord Bia, Ireland’s food board. “Our domestic population is small – just about five million people. With our climate and agricultural heritage, we produce multiples of what the domestic market can absorb.”

This export-driven ethos has paid off handsomely, with Irish agri-food exports surpassing €16 billion for a second consecutive year in 2023. “We export to 180 different countries,” O’Toole says. “It’s remarkable when you consider that reach – whether in retail, food service, or as a manufacturing ingredient.” This expansive footprint underscores Ireland’s ability to maintain a resilient global presence despite economic turbulence and rising inflation.

Building ‘Brand Ireland’ with iconic products

Irish brands like Kerrygold, Jameson, and Baileys carry not just market value but also cultural clout, symbolizing the country’s dedication to quality. “These brands are the flag bearers of our food and drink industry,” says O’Toole. “They showcase the positive attributes of Irish agriculture — our clean, quality-driven production systems, family-run farms, and grass-fed agricultural practices.” Kerrygold, with its premium butter derived from grass-fed cows, exemplifies these values and enjoys strong demand in the United States.

Irish whiskey, led by Jameson, tells a similar success story. Resurgence in distilling has fueled growth, with over 40 distilleries now operating across the island. “The consumers we target value provenance, the story behind the product, and high-quality ingredients,” O’Toole notes. He further highlights how leading global brands have cultivated a cooperative spirit within the industry, where seasoned producers assist newcomers in navigating international markets. “The Irish food and drink sector thrives on this unique camaraderie, with brand owners sharing their expertise to elevate the entire sector.” Leading in sustainability with ‘Origin Green’ Sustainability sits at the core of Bord Bia’s mission, evident in initiatives like Origin Green and Food Vision 2030, the Irish government’s strategy for being a world leader in sustainable food systems. Origin Green, launched over 12 years ago, is the world’s first national sustainability program for food and drink. O’Toole describes it as a collaborative effort, uniting farmers, government bodies, and academic institutions.

With 61,000 farms and 300 manufacturing companies engaged, Origin Green showcases practical, measurable sustainability. “Each week, approximately 800 audits are conducted on Irish farms,” O’Toole points out. “This data-driven approach allows us to demonstrate progress on climate action, environmental performance, food safety, and biodiversity.” This rigor has drawn international attention, with other countries and industries seeking to emulate Ireland’s success. “The secret sauce of Origin Green is collaboration,” he adds. “It’s a shared ambition, with every stakeholder contributing resources toward a higher common goal.”

Making inroads in the US Market

For Ireland, the US is a critical market with strong demand for its premium dairy and drinks. “We’ve seen impressive strides with branded dairy products, especially Kerrygold,” O’Toole says, noting the introduction of a grass-fed dairy standard specifically for the US to bolster transparency and appeal. Irish drinks have also flourished, with the US accounting for a substantial share of Irish beverage exports. Bord Bia supports Irish brands’ success in the US through targeted programs, such as a marketing fellowship initiative and the Origin Green Ambassador program. “We place professionals in the US market to help Irish companies capitalize on opportunities,” O’Toole explains. “Our Origin Green Ambassadors also collaborate with major US firms, sharing Ireland’s sustainability narrative while gaining valuable insights.”

Investing in technology for future growth

Looking ahead, O’Toole sees technology as pivotal for Irish agri-food’s continued evolution. “Technology is reshaping how every sector engages with consumers,” he states. Digital tools are transforming marketing efforts, enabling companies to tailor messages for specific audiences. “We’re working with businesses to integrate more digital resources,” O’Toole notes, predicting that digital innovation will remain a major focus for the industry. With iconic brands leading the way, a pioneering stance on sustainability, and an embrace of technological advancements, Irish exports are poised to capture even greater global attention. As O’Toole puts it, “It’s about more than selling products; it’s about representing Ireland, our values, and our unwavering commitment to quality.”