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Joe Burke from Bord Bia’s meat division said countries such as Japan are favouring grass-fed markets for beef products.
He highlighted the importance of the Asian markets in terms of beef exports and in particular the offal market. Burke was addressing an Aurivo Mart weanling demonstration last week.
Burke, who visited Japan last week as part of a promotional campaign, said there is massive potential in these markets and that Ireland is well-positioned to capitalise.
Bord Bia was recently granted EU funding to spend on promoting Irish products in Asian markets and this trip involved speaking to customers and highlighting the positives of Irish beef.
There is extra cost in transporting to Japan but it’s still going to be a very important market
These countries have normally sourced beef from countries that finish animals in grain-fed feetlot systems and grass-fed beef is a new concept to get across.
Burke said: “Currently nearly all Irish cattle tongues from under-30-month cattle are going to the Japanese market and are currently making $11/kg.
“The other country that Irish tongues have been supplied to is France, where the market is returning less than half that value. There is extra cost in transporting to Japan but it’s still going to be a very important market.”
Japan market
The Japanese beef market is lucrative. Prices are currently at $15/kg for regular beef, with Wagyu beef reaching as high as $23/kg.
Irish beef gained access to Japan in 2013 and since then the market has progressed well. While Ireland does not export huge volumes to Japan, it is one of Ireland’s top 20 destinations for beef.
However, the conclusion of the EU Japan-trade deal and the lowering of import tariffs have opened up more opportunities.
In pictures: what does the newly opened Japanese market look like?
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