Bord Bia showcases Irish dairy excellence in China
Bord Bia launches €3.2m EU-backed dairy campaign in China to promote Irish sustainability, quality and innovation
Print4 November 2025
Bord Bia recently hosted its first major event in China under the new European Dairy – Where Nature Meets Science campaign, as part of the Irish Government’s trade mission to China.
The Minister of State at the Department of Agriculture, Food and the Marine, Timmy Dooley T.D., officially launched the seminar in Beijing, bringing together Irish and Chinese industry experts to discuss market opportunities and the growing demand for high-quality dairy ingredients from Europe.
Running from 2025 to 2028, the €3.2 million campaign, co-funded 80% by the European Union, promotes European dairy – with a strong emphasis on Irish production – in China, Singapore, and Vietnam.
Sustainability
The initiative highlights Ireland’s sustainable, grass-fed production model and Origin Green, Ireland’s national sustainability programme.
Speaking in Beijing today, Minister Dooley said: “I’m delighted to see Irish producers leading the way in building the profile of European dairy in key markets such as China, Singapore, and Vietnam.
“This campaign allows us to position Ireland as a leader within the European dairy sector and to showcase the quality, innovation, and sustainability that define Irish production.”
Bord Bia’s director of global business development, Shane Hamill added: “It’s been a very positive and productive week in China, with strong engagement from buyers and partners across the food and drinks sector.
“The response on the ground has reinforced the significant commercial opportunities that exist for Irish seafood, dairy and meat exporters.
“With a strengthened team now in place, led by our new experienced China manager, Sinéad Kennedy, Bord Bia is well positioned to build on this momentum and deepen Ireland’s presence in this influential market.”
The business-to-business focused campaign aims to raise awareness of the quality, safety, and innovation of European dairy ingredients while promoting the ‘Enjoy! It’s from Europe’ message.
Technical workshops and buyer engagement events will take place across Asia to highlight the EU dairy sector’s cutting-edge production capabilities.
This campaign builds on the success of Bord Bia’s earlier “European Dairy – Ireland, Working with Nature” initiative (2022–2024), which promoted Irish dairy in Japan, Malaysia, Thailand, and the Philippines.
Ireland’s dairy exports are the largest single element of total food and drink exports with over 1.7 million tonnes of product shipped globally to over 130 markets each year.
Read more: Bord Bia highlights success at seafood expo
© 2025, ShelfLife by Ryan Brennan
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