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Catherina Cunnane
Catherina Cunnane
Catherina Cunnane hails from a sixth-generation drystock and specialised pedigree suckler enterprise in Co. Mayo. She currently holds the positions of editor and general manager at That's Farming, having joined the firm during its start-up phase in 2015.
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Vietnam and South Korea ‘priority markets’ for Irish beef exports

According to Bord Bia, both Vietnam and South Korea are “priority” markets for Irish beef exports.

That’s Farming recently asked the state agency: what efforts it is undertaking to identify/gain access to new markets for Irish beef.

A spokesperson for the state agency told this publication that “regaining market access for Irish beef into China is a top priority for DAFM”.

Irish beef exports

The spokesperson said that the DAFM leads market access discussions, working in conjunction with its counterparts in the chosen market.

The spokesperson explained that it is Bord Bia’s role to “first identify priority markets”.

It then builds market understanding and develops customers relationships.

“By doing so, it ensures that once market access is granted, Irish exporters can hit the ground running.”

“This is done through a variety of activities include trade missions, technical seminars, markets visits, and through dedicated ‘feet on the street’ working in-market, such as Bord Bia Marketing Fellows, who are placed with Irish exporters in a target region.”

“In May, Minister McConalogue confirmed that Irish beef access to South Korea is currently at the fifth step in an eight-step process.”

“Both Vietnam and South Korea, along with the Philippines, have been the focus of a three-year, €3.95 million, EU co-funded campaign led by Bord Bia promoting Irish and EU pork and beef.”

The spokesperson explained the EU provided approximately 80% of the budget for the campaign.

“This allows Bord Bia to leverage the reputation of the EU while simultaneously building the identity of Irish food production.”


The three-year campaign has included trade show participation, culinary competitions, technical seminars and an online presence through social media channels.

The state agency said this ensures that Irish beef and pork are placed “front of mind” with local importers and distributors in Vietnam, South Korea, and the Philippines.

As part of the campaign, it exhibited at the COEX Food Week trade show in Seoul, South Korea this week.

Organisers expected more than 40,000 trade buyers to visit the show over four days.

The spokesperson continued: “The secondary target of the EU Pork and Beef campaign are chefs, culinary students and influencers.”

“As part of the campaign, Bord Bia is hosting a series of East Meets West culinary competitions.”

They will challenge chefs, culinary students and influencers to create local recipes using Irish pork and beef.

Concluding, the spokesperson said: “The grand finale of the competition in the Philippines will take place in Manila on November 30th.”

“The final of the South Korean competition will take place in Seoul on December 15th.”

Other articles:

Beef industry: Bord Bia’s outlook for 2022

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