Bord Bia Secures €3.2 Million EU Contract to Promote Dairy in Asia
Source: DairyNews.today
Ireland’s food promotion agency, Bord Bia, has been awarded a €3.2 million contract to lead a three-year campaign showcasing European dairy in key Asian markets. The initiative, titled "European Dairy – Where Nature Meets Science", will begin in June 2025 and aims to position the European Union as a global leader in high-value dairy ingredients for specialized nutrition sectors.
The campaign, backed by the European Commission, will focus on China, Singapore, and Vietnam, which collectively import dairy products worth €16.2 billion annually. It seeks to build on Ireland’s reputation for sustainable, grass-fed dairy production while fostering new business relationships with local manufacturers, importers, and distributors.
EU Funding and Industry Support
The European Commission is contributing €2.56 million—80% of the project’s funding—while the remaining 20% is being provided by the Irish dairy industry.
Bord Bia CEO Jim O’Toole described the award as a testament to Ireland’s leadership in sustainable dairy production:
“This recognition underscores the grass-fed and sustainable nature of Irish dairy, as well as our commitment to innovation and quality in meeting the highest global standards.”
Irish dairy exports to the target markets exceeded €458 million in 2023, highlighting the region's significance to the industry.
Strategic Focus on Southeast Asia
Southeast Asia’s growing population, projected to increase by 100 million by 2050, is expected to sustain high demand for dairy imports due to limited domestic production capacity, according to Bord Bia’s Future of Dairy in Southeast Asia report.
Declan Fennell, Bord Bia’s senior manager for EU co-funded programs, emphasized the campaign’s role in reinforcing Ireland’s standing as a trusted partner in the global dairy supply chain:
“This initiative will target thousands of dairy buyers, strengthening existing relationships and showcasing Irish dairy as an ideal partner for high-value products.”
Campaign Activities
The campaign will roll out through a series of high-profile events and initiatives, including:
Launch events across Asia in mid-2025.
A buyer delegation visit to Ireland during the summer, providing firsthand exposure to Irish dairy production practices.
Technical seminars and representation at the Food Ingredients Asia trade show in Bangkok from September 17-19, 2025.
The program is expected to enhance Ireland's visibility and competitiveness in the specialized nutrition market while contributing to the broader EU goal of promoting value-added agricultural exports.
With Ireland at the helm, the campaign underscores the importance of sustainability and innovation in meeting the rising demand for premium dairy products across Asia.
EU Funding and Industry Support
The European Commission is contributing €2.56 million—80% of the project’s funding—while the remaining 20% is being provided by the Irish dairy industry.
Bord Bia CEO Jim O’Toole described the award as a testament to Ireland’s leadership in sustainable dairy production:
“This recognition underscores the grass-fed and sustainable nature of Irish dairy, as well as our commitment to innovation and quality in meeting the highest global standards.”
Irish dairy exports to the target markets exceeded €458 million in 2023, highlighting the region's significance to the industry.
Strategic Focus on Southeast Asia
Southeast Asia’s growing population, projected to increase by 100 million by 2050, is expected to sustain high demand for dairy imports due to limited domestic production capacity, according to Bord Bia’s Future of Dairy in Southeast Asia report.
Declan Fennell, Bord Bia’s senior manager for EU co-funded programs, emphasized the campaign’s role in reinforcing Ireland’s standing as a trusted partner in the global dairy supply chain:
“This initiative will target thousands of dairy buyers, strengthening existing relationships and showcasing Irish dairy as an ideal partner for high-value products.”
Campaign Activities
The campaign will roll out through a series of high-profile events and initiatives, including:
Launch events across Asia in mid-2025.
A buyer delegation visit to Ireland during the summer, providing firsthand exposure to Irish dairy production practices.
Technical seminars and representation at the Food Ingredients Asia trade show in Bangkok from September 17-19, 2025.
The program is expected to enhance Ireland's visibility and competitiveness in the specialized nutrition market while contributing to the broader EU goal of promoting value-added agricultural exports.
With Ireland at the helm, the campaign underscores the importance of sustainability and innovation in meeting the rising demand for premium dairy products across Asia.
