Thailand featured in Irish Food Board’s 6th Government Trade Mission to Southeast Asia
Promoting Ireland’s sustainable, safe and high-quality European food and drink
- Irish Minister Pippa Hackett’s first trade mission to Thailand features high level trade and government engagements, including the launch of an EU Dairy campaign in Bangkok
- Minister Hackett and Bord Bia CEO Jim O’Toole will participate in Bord Bia-organised client seminars focusing on sustainable food systems and food safety.
- In 2023, Irish exports to Asia were valued at €1.2 billion, with South East Asia contributing €344 million to this figure. This is 29% of Asia’s overall performance.
- From 2019 to 2023, Ireland’s dairy exports to Thailand saw a significant increase, growing from €24.23 million in 2019 to €54.90 million in 2023
Bangkok – October 2nd 2024, Launching Bord Bia’s (the Irish Food Board) 2024 trade mission to the South East Asian market, Ireland’s Minister of State at the Department of Agriculture, Food and the Marine, Pippa Hackett, will visit Thailand and Vietnam this coming week as part of a delegation to engage in a series of trade engagements aimed at raising awareness of Ireland as a source of sustainable, safe and high-quality food and drink.
Thailand is a priority market to Ireland due to its growing economy and expanding foodservice and modern retail sectors. With increasing incomes and a burgeoning middle class, Thai consumers are becoming more willing and able to spend on higher-quality and healthier food products. The demand for processed meat and seafood, driven by a need for convenience, aligns well with Ireland’s offerings. However, the market faces challenges that make Ireland’s focus on sustainability, security of supply and quality even more relevant.
Bord Bia’s strategy for the region outlines high potential growth, led by the Irish dairy and meat sectors in both retail and food service. Signifying the importance placed on the region, Minister Hackett is accompanied by Jim O’Toole, Bord Bia CEO, to represent the Irish dairy, meat, seafood and alcohol industry as part of a trade mission that also includes visits to both Thailand and Vietnam. Ireland is a member of the European Union (EU) and this trade visit also includes the launch of an EU dairy campaign which Ireland is leading on behalf of the EU’s 27 member states.
Ireland exports agri-food to over 180 countries worldwide, reaching €16.3 billion in 2023. Of this, €1.2 billion was exported to Asia, and €57.6 million to Thailand. Ireland’s industry-led strategy for the growth of the agri-food sector, Food Vision 2030, provides an ambitious and clear roadmap for the sustainable future development of the sector, including a target and its aim is to increase this value to €21 billion by 2030.
In its Prioritising Markets - Opportunities for Growth study, Bord Bia identified Thailand and Vietnam and the wider South East Asia region as a priority destination for Irish food and drink exports, with high potential for dairy exports in particular. Since 2019, dairy exports to Thailand have increased from €24 million to €54.9 million in 2023. The largest share of this growth is attributed to full fat milk powders, skimmed milk powders and infant food, while butter has shown strong increases also starting at €1 million in 2022 and increasing to €3.2 million in 2023.
Key priority markets for export within South East Asia are Thailand, Vietnam, Malaysia, Philippines, Indonesia, and Singapore, where Bord Bia has its South East Asia headquarters. The region also remains a valuable and increasingly important market destination for Irish seafood and drinks, with seafood exports to Thailand reaching €306K in 2023.
Thailand’s expanding consumer base and increasing preference for premium and health-conscious food products make it a crucial market for Irish food and drink, particularly as changing lifestyles and greater urbanization drive demand for convenient and nutritious options.
Ireland’s Minister Pippa Hackett said, “Meat access is a top priority for the trade mission, and the focus of this year's trade visit to Thailand is to try to secure market access for Irish beef. The country is a high potential growth market for Irish food and drink, and Bord Bia’s work on the ground is laying the roadmap for increased meat and dairy exports here.”
If access is granted for Irish beef exports, Irish exporters would be targeting the food service channel, serving high end international hotels in Thailand.
In 2022, Bord Bia was selected by the European Union (EU) to deliver a three-year dairy promotional campaign, European Dairy – Ireland, Working with Nature which will be launched to Thai buyers and trade media in Bangkok, Thailand during the trade mission. The primary objective of the campaign is to raise awareness of European (Irish) dairy’s availability in the market, ultimately driving preference and import share in the campaign’s five target markets: Japan, Malaysia, Vietnam, Thailand and the Philippines.
Bord Bia CEO Jim O’Toole said: “Creating a brand that symbolises Ireland’s heritage, quality and trust or ‘green credentials’ is key. Our aim this week is to further enhance the awareness and reputation of Ireland as a source of sustainable, safe and high-quality European food and drink among customers and consumers in Thailand. We share an understanding that security of supply is key to allowing both countries to plan ahead for growth and success and, as such, we are committed to developing durable business relationships with our customers here.”
ABOUT BORD BIA
Bord Bia is the Irish government agency that manages the promotion, trade development and marketing of the Irish food, drink and horticulture industry. Headquartered in Dublin, Bord Bia supports the national and international ambitions of Irish food, drink and horticulture businesses through its highly focused organisational structure and its network of offices in Asia, EMEA and the USA. Bord Bia’s Singapore office is headed by Lisa Phelan, appointed in 2023 as Director for South East Asia to support Irish exporters targeting the South East Asia region.
