Bord Bia campaign to drive €15 million in dairy export growth to Malaysia and the Philippines
Bord Bia campaign to promote European dairy from Ireland officially launched during ministerial-led trade mission to Malaysia and the Philippines
10 November 2023
Bord Bia has embarked on a campaign to drive €15 million in dairy export growth to Malaysia and the Philippines.
The ‘European Dairy – Ireland, working with nature campaign’, which promotes dairy from Ireland in South East Asia, is also aiming to target 10,000 Asian buyers in Malaysia and the Philippines. The campaign will see Asian buyers from Japan, Malaysia, Vietnam, Thailand, and the Philippines visit Irish dairy farms and processers.
As part of this week’s government-led trade mission, Bord Bia is hosting two dairy trade seminars in Malaysia and the Philippines. The launch is part of a wider campaign which was launched in 2022 in Japan and Vietnam. Bord Bia co-funds the campaign with the European Union.
Irish Minister of State with responsibility for Research and Development, Farm Safety, and New Market Development, Martin Heydon is launching both legs of the €3.2 million campaign in Malaysia and the Philippines.
Speaking at the launch in Malaysia, Minister Heydon said: “Bord Bia has been awarded the opportunity, by the European Commission, to promote European and Irish dairy in Southeast Asia over a three-year period from 2022-2024. This is in recognition of the grass-fed and sustainable nature of Irish dairy production and the market demand dynamics at play in the Southeast Asia region.
“As a result of the campaign investment of €3.2 million across the five countries, Irish dairy exports are forecast to grow by nearly €60 million in South East Asia by 2025. This campaign is aligned with the goals of the Irish agri-food sector’s ‘Food Vision 2030’ strategy, which sees Ireland as a world leader in Sustainable Food Systems,” Minister Heydon added.
Malaysia and the Philippines have been identified by the Irish government as high-growth potential markets for dairy in Bord Bia’s Prioritising Markets – Opportunities for Growth study.
The EU dairy campaign, which was officially launched in April 2022, surpassed its halfway point in October. In the last year Bord Bia has attended three international trade shows and conducted eight technical dairy seminars including one held in the Philippines in March, which offered expert insights on how quality, safety and sustainability are at the heart of dairy production in Ireland and Europe.
Bord Bia’s recent ‘Future of Dairy in South East Asia’ report shows that the population of South East Asia is predicted to grow by a further 100 million by 2050, with 20% of this set to be over the age of 65.