France is a key market for Irish food and drink

Where does France rank for Irish food and drink exports?

France is a market worth over €1bn annually for the past three years, reaching €1.146bn in 2024. It is our largest market for Irish sheepmeat exports and the second largest for beef after the UK, but the highest value category for Irish exports to France in 2024 was for dairy.

Irish butter is widely used in the bakery sector and food service. See Figure 1 for detailed break down of Irish food and drink exports to France in 2024.

What is essential for doing business in France?

Many Irish exporters have a long-term trading relationship with French customers and have built strong relationships. France is an extremely complex market, with a strong preference for French beef and dairy over imports, but they are quite receptive to imported sheepmeat.

You will rarely if ever see imported beef in a French supermarket but imported lamb is openly promoted. Reliable supply of quality product is an absolute necessity, and French buyers are consistently impressed with what they get from Ireland.

How does this affect the promotion of beef?

We maintain close, ongoing contact with leading retail and foodservice buyers, working hand in hand with Irish beef and lamb exporters. Bord Bia has long-standing relationships with the French trade, which I have been building on over the past five years in this role.

My farming background and knowledge of French institutions have been invaluable in navigating this highly sensitive market.

Our goal is to provide retail and foodservice buyers with as much knowledge about Irish beef and lamb, so that they see Irish product as the best alternative to French.

A key part of our job is bringing French buyers and media to Ireland so that they can experience where the product they are buying comes from and learn how it is produced.

Through our Bord Bia Meat Academies, held in France, buyers can also learn more about Irish beef and appreciate its eating qualities.

What has changed in the French market in recent years?

The French herd has declined by almost a million head since 2016, impacting beef supply. For distributors, security of supply is now a concern equivalent to price.

To address this, they are looking at alternative proteins: imported beef, chicken, eggs and plant-based.

Our office follows market trends closely and provides insights and connections to help Irish exporters navigate this fast-changing market.

What future challenges will Irish beef and sheepmeat exports face in France?

Production is falling in France so that means that demand for imports will be sustained or maybe even increase in the years ahead.

Of course there is always competition in the market for imported beef and lamb, from other European countries and outside the EU as well.

We can never be complacent and think that we have this market conquered. Promotion of what makes Irish beef and sheepmeat special has to be ongoing to keep it constantly in the mind of buyers as they get other options presented to them every day.