Bord Bia appoints Sinéad Kennedy as China manager
Bord Bia noted that it is a busy start to Kennedy’s new role, as she prepares to welcome an Irish agri-food trade mission to China next week
Print21 October 2025
Bord Bia (The Irish Food Board) has announced the appointment of Sinéad Kennedy as its new China manager.
A native of Cahir, Co. Tipperary, Kennedy joins Bord Bia’s Global Business Development team in Shanghai, where she will lead a team of five and oversee the implementation of Bord Bia’s strategy for dairy, seafood, drinks, prepared consumer foods, and meat exports in the Chinese market.
‘Busy and exciting start’
Bord Bia noted that it is a busy start to Kennedy’s new role, as she prepares to welcome an Irish agri-food trade mission to China next week, led by minister of State at the Department of Agriculture, Food and the Marine, Timmy Dooley.
Fiona O’Shaughnessy, Bord Bia’s global business development director for Africa, Asia and the Middle East, said: “Sinéad [Kennedy] brings a strong track record in market development and strategic insight, having worked most recently as Bord Bia market specialist for Meat and Seafood in Southeast Asia.
“Her experience and deep understanding of customer needs will be invaluable as Bord Bia continues to strengthen Ireland’s position in China — a priority market for our agri-food exports.
“It’s a busy and exciting start to her new role, as Sinéad prepares to welcome next week’s Irish agri-food trade mission to China, where she will play a key role in supporting Irish companies and deepening engagement with Chinese partners”
Vast experience
Kennedy spent six years in Singapore prior to this appointment. Before joining Bord Bia, she worked as sales manager for Asia at Premier Brands International, a consolidation and brand management company, and previously as key account manager for Asia at the vertical farming start-up Unfold.
Commenting on her new role, Kennedy, added: “Ireland is in a strong position to compete and supply China’s evolving consumer requirements.
“I’m looking forward to focusing on dairy proteins, high-value seafood, and segments of the meat and alcohol categories where demand continues to grow and Irish producers can add real value and variety for Chinese buyers.”
Recent appointment
Her predecessor, Conor O’Sullivan, was recently appointed Bord Bia UK manager, leading Bord Bia’s London team.
In 2024, Irish food and drink exports to Greater China (Mainland China, Taiwan, Hong Kong, and Macau) were valued at €576.5 million, primarily driven by dairy and pigmeat exports.
Read more: Bord Bia appoints Conor O’Sullivan as UK market manager
© 2025, by ShelfLife reporter
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