Bord Bia appoints Conor O’Sullivan as UK market manager
In the UK, he will leverage Origin Green in customer interactions, to safeguard Ireland’s global reputation and competitive advantage as a producer of quality sustainable food
Print4 September 2025
Bord Bia has appointed Conor O’Sullivan as its new UK market manager.
Bringing over a decade of international experience to the role, having most recently served as Bord Bia’s China market manager, O’Sullivan will be responsible for leading global business initiatives in the UK.
The UK remains Ireland’s largest export destination for food and drink, accounting for over 30% of total exports and worth €5.6 billion in 2024.
Bord Bia noted that it continues to be a strategic priority market for Irish producers.
Commenting on the appointment, Shane Hamill, director of global business development, Bord Bia, said: “Over the past five years in Shanghai, Conor [O’Sullivan] has consistently leveraged his strong relationships skills and strategic insight to keep Bord Bia relevant and impactful in a famously fast-moving and complex market.
“In the UK Conor will leverage Origin Green in customer interactions, to safeguard Ireland’s global reputation and competitive advantage as a producer of quality sustainable food. I’m confident that his experience and energy will bring fresh momentum to our work in the UK.”
‘Market specialist’
In 2016 he joined Bord Bia as a market specialist in Shanghai where he played a pivotal role in the launch of Irish beef in China and transformed promotional strategies for Irish pigmeat.
He was promoted to China market manager in 2020, leading Bord Bia‘s team in Shanghai to devise market strategies, deepen trade and consumer insight, and implement B2B and B2C campaigns to develop opportunities and build preference for Irish dairy, meat, seafood, and drinks in China
Speaking about his new role, O’Sullivan, added: “Over the last decade, it has been immensely rewarding to play a part in the growth of Ireland’s incredible food and drink industry in Asia.
“I’m excited to continue doing so in Ireland’s largest export market.”
Read more: Bord Bia appoints new regional manager for Asia, Africa and the Middle East
© 2025, by ShelfLife reporter
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