Bord Bia Services to the Aquaculture Sector · Growing the success of Irish food & horticulture Bord Bia Mission Statement “Our mission is todrive through market insight and, in

Bord Bia Services to the

Aquaculture Sector

26th September 2019

Growing the success of Irish food & horticulture

Bord Bia Mission Statement

“Our mission is to drive through market insight and, in

partnership with industry, the commercial success of a world

class Irish food, drink and horticulture industry.”


Overseas Offices


Irish Food and Drink

Exports


Export growth by category

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Dairy Meat &Livestock

PreparedFoods

Beverages Seafood Ed. Hort

2009

2016

+57%

+38% +21%

+65%

+19%

+76%

€

Billion


Salmon, Oysters, Mussels Exports, 2018

€82,487,422.00

€14,487,699.00

€41,611,202.00

€-

€10,000,000

€20,000,000

€30,000,000

€40,000,000

€50,000,000

€60,000,000

€70,000,000

€80,000,000

€90,000,000

Salmon Mussels Oysters

76%

24%

Total Seafood Exports - €579,500,131

All Other Seafood Mussels, Salmon & Oysters


Salmon Exports – Top 5 Markets

52%

12%

12%

7%

5%

12%

% of Total Salmon Exports Value by Market 2018

France Germany Poland United Kingdom Switzerland Other

47%

13%

11%

11%

4%

14%

% of Total Salmon Exports Volume by Market 2018

France Poland United Kingdom Germany Switzerland Other


Oyster Exports – Top 5 Markets

74%

8%

6%

4%2%

6%

% of Total Oysters Export Volume by Market 2018

France China Hong Kong Netherlands Spain Other

67%

13%

9%

3%2%

6%

% of Total Oysters Exports Value by Market 2018

France China Hong Kong Spain Netherlands Other


Mussels Exports – Top 5 Markets

39%

37%

8%

5%

5%

6%

% of Total Mussels Exports Value by Market 2018

France Netherlands Italy United Kingdom Spain Other

46%

32%

10%

5%

4%3%

% of Total Mussels Exports Value by Market 2018

France Netherlands Italy United Kingdom Spain Other


Objective 2Secure higher added value

business in core markets

Objective 1Build exports in emerging markets

Objective 3To build a vibrant home market for

underutilised species


AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


Trade Shows


9 seafood shows attracting 1 million+ visitors

4 new seafood shows in the last 3 years Boston, Tokyo, Hong Kong & Shanghai

6 oyster companies & 2 mussel producers in Qingdao -40% of total exhibitors

Extensive marketing campaign to attract buyers

International Trade Exhibitions


SEG Brussels 2019


Aquaculture Focus at Trade Shows...videos; leaflets; profiles



Japan – Oyster Booklet



Irish Seafood Producers Booklets


Species Leaflets


Strategic Priority 1

Building a Vibrant Home Market


Sponsorship of Neven’s Irish Seafood Trails


Bloom 2019


Flex Your Mussels Campaign



Defend EU Core Market Position


Germany – Chef’s Irish Beef Club

• The Chefs‘ Irish Beef Club is an exclusive international forum

which brings together the world’s leading chefs who collectively

endorse Irish beef and other Irish food produce.

• The Club sees award-winning chefs give pride of place to Irish

beef & increasingly seafood by serving it in their restaurants,

some of the finest dining establishments in Europe.

• There are 11 German Michelin Star Chefs who are members of

the Chefs‘ Irish Beef Club.

• Gourmet event hosted by one of the chefs in Berlin as part of

the eat!Berlin gourmet food festival. Each chef prepared a dish

with one ‘star’ Irish ingredient and Irish salmon and mussels

featured

• Michael Moran did an oyster opening at this trade and consumer

event


France & Luxembourg – In-Store Promotions

Casino, Carrefour, Leclerc & Auchan


Chaque Kit contient:

✓2 posters 40cm x

60cm

✓1 banderole

✓1 Stop rayon moules

Merci de placer sur votre point de vente pour

attirer la clientèle.

Pour info le jour de la St Patrick est le 17 mars

de chaque année.

Promotion generation France: over 200 St Patrick

seafood kits distributed


France 2019 – Over 70 Days of instore tastings


UK – Best Dressed Irish Oyster Now in its third year, the Best Dressed Irish Oyster

Competition is a national chef competition run by Bord

Bia.

Great showcase of the quality credentials of Irish

seafood whilst commending the industry’s best talent in

the UK

Chefs submitted written entries with their suggested

recipe for a plate of 12 Irish oysters. Shortlist of finalists

then compete head to head in front of a panel of judges

for the coveted title of ‘Best Dressed Irish Oyster 2019

Last year’s final saw 12 leading seafood chefs from

restaurants including The Oyster Shack, The Guinea

Grill, The Dairy and Wright Brothers, battle it out to

impress the judges with their exceptional culinary skills,

with Conor Dalton of Five Fields taking home the title

following an exhilarating cook-off.




Building Exports in Emerging Markets


China – Irish Seafood Chef Demo


China – Trade & Marketing ActivitiesChinese Delegation of buyers meeting Irish oyster

farmers around Ireland this week. 7 day itinerary

meeting 11 companies

HEMA – premium online/offline retailer in Ireland w/c

16/9 on an itinerary and interested in sourcing Irish

mussels and oysters

Promotion of Irish oyster producers on the Bord Bia

we chat account

Promotion of Irish oysters at Shanghai seafood show

and Irish oyster tasting & media event in Qingdao

Chef demo & tasting event scheduled for Guangzhou

in November – targeted at trade & media

B2B seafood campaign including oysters planned for

November/December 2019


✓ Sample initiatives undertaken in 2018 and to date in 2019

✓ 5 Chinese media bloggers/KOL visit to Ireland in June, visiting a

selection of farms and processors around the coast. Fantastic

coverage secured on line in China. Over 1 million followers on

social media platforms in China

‘Feet on the Street’


Japan – Suisan Keizai Media Focus


AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


Additional Bord Bia Activities


MAP Grants

18 aquaculture companies approved for 2019

A total of €176,000 approved for aquaculture clients

Accounting for 95% of total awards to seafood sector

Running since 2010 – we develop individuals who assist Irish

companies find business development opportunities abroad

and research potential in new markets.

Proven track record of success, contributing to €300m in export

sales to date. 80% employment rate.

Masters in International Marketing

Bord BiaFellowship

&

✓ 10 category reports across 8 European markets were completed in 2018

✓ 5 category reports on aquaculture completed to date in 2019

✓ Analysis of opportunities for Irish cooked mussel sector in German market

✓ Report on the trends and value of the organic seafood market in the UK retail sector

✓ Innovation study around possible new product ideas for Irish mussels to add value

✓ Evaluation of the opportunities for live shellfish in Japanese foodservice market

✓ Bord Bia Fellow in Vietnam to assess opportunities for live shellfish including Irish oysters

International Trade Research


Insight Services – The Thinking House


Insight Services - Library

TheTheThe


A number of dedicated research & design programmes are open to participation…

Completed the SuperBrands design

programme to evolve their brand identity&

communicate their brand story across their

packaging.

Plus access to bespoke

work which spans

research, branding &

brand activation…

We worked with the Burren Smokehouse to

refresh their brand positioning and brand

identity. We also worked with them on

brand activation to tell their story across

their visitor centre & consumer touchpoints

TheTheThe


Bord Bia Brexit Services – Brexit Barometer Reports


Brexit Services – Support Programmes


AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


Thank you!

Documents

Bord Bia Services to the Aquaculture Sector · Growing the success of Irish food & horticulture Bord Bia Mission Statement “Our mission is todrive through market insight and, in