Bord Bia launches campaign as dairy exports to Thailand reach €55m
Both Vietnam and Thailand have been identified as high priority growth markets for Irish food and drink
Print8 October 2024
Bord Bia has launched a dairy campaign in Thailand as part of the Irish government’s first ever agri-food trade mission to the country.
The Thailand leg of the European Dairy – Ireland, Working with Nature campaign was launched in Bangkok and promotes dairy from Ireland in South East Asia.
It is part of a wider three-year campaign targeting thousands of South East Asian and Japanese dairy buyers.
Launching the campaign’s dairy seminar, Minister of state at the Department of Agriculture, Food and the Marine, Senator Pippa Hackett, said she was very pleased to see Ireland at the forefront of marketing campaigns aimed at building the profile of European dairy in both Thailand and Vietnam, which are both priority markets for Irish food and drink exports.
Promoting European dairy
“Bord Bia was selected by the European Commission to promote European dairy from Ireland in Southeast Asia and Japan for a three-year period in recognition of the grass-fed and sustainable nature of Irish dairy production,” she said.
“There is growing demand in Thailand and Vietnam, and as a result of the €3.2 million campaign investment, Irish dairy exports are forecast to grow to nearly €60 million in South East Asia by 2025.”
Irish dairy exports to Thailand were last year valued at €55 million, making up more than 95% of the value of total Irish food and drink exports to the country.
Both Vietnam and Thailand have been identified as high priority growth markets for Irish food and drink, as laid out in Bord Bia’s 2024 market prioritisation report.
The three-year dairy campaign has also seen Asian buyers from Japan, Malaysia, Vietnam, Thailand, and the Philippines visit Irish dairy farms and processers.
These campaigns are funded jointly by Bord Bia and the European Commission.
South East Asia
Declan Fennell, Bord Bia’s Senior Manager of EU co-funded campaigns said the campaign is the perfect opportunity to showcase Ireland’s world-renowned dairy industry to South East Asia customers.
“Promoting dairy campaigns with the EU gives Ireland immediate access to some of Thailand’s top dairy buyers and affords us an opportunity to show Ireland as a best-in-class example of EU dairy,” he said.
“We do this by communicating the tangible benefits of Ireland’s national sustainability programme, Origin Green, our grass-based farming systems and family-run farms.”
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.
Bord Bia’s 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.
It notes that South East Asia will continue to rely on dairy imports in coming years and that domestic production levels will remain low.
Growth markets
“Irish dairy exporters and Bord Bia have long recognised the importance of countries like Thailand and Vietnam as growth markets for sustainable dairy ingredients,” said Lisa Phelan, South East Asia manager, Bord Bia.
Bord Bia’s market intelligence shows that there will be an increased demand for adult dairy nutrition in the region in the coming years, representing an opportunity for Irish dairy exporters to grow their operations in these markets.
“Through these campaigns, we can work together to strengthen the business relationships Irish dairy exporters have formed with stakeholders in these countries.”
Current results
Results to date from the European Dairy – Ireland, Working with Nature campaign 2022 – 2024:
- The campaign has reached 10,000 dairy buyers across South East Asia and Japan
- Over 600 professionals educated at 11 different dairy technical seminars across South East Asia and Japan
Analytics of the impact of the campaign show that in 2023 Ireland was perceived as one of the top three dairy exporting regions in Japan, Vietnam, Thailand and the Philippines in terms of its sustainably-produced, high quality dairy offerings.
In Thailand, results showed strong associations between Irish dairy and grass-fed, sustainable production, high quality and food safety standards as well as an increasing propensity to pay more for Irish dairy products.
As part of the trade mission, Bord Bia will also be hosting three Irish dairy companies1 for the first time at Food Ingredients Vietnam (FIV) in Ho Chi Min City, at the Ireland stand.
Read more: Bord Bia Bloom sees 100,000 visitors attend festival
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