How did you get into the promotion of pig and poultry with Bord Bia?

I was coming to the end of my two-year graduate programme with Bord Bia, which I had spent working with the meat team when the opportunity arose. Over those two years I gained a deep insight into all of the different Irish meat sectors and was delighted to get the opportunity to take charge of pig and poultry promotion.

Are you from a farming background

Not directly, but I grew up in a rural community surrounded by farming and while at school I became involved with the Certified Irish Angus Schools competition. This more than anything convinced me that I wanted to work in the industry and shaped my degree choice at college.

What does a typical promoting pig meat and poultry involve?

There is no such thing as a typical day, that is what makes the job so interesting. One day might involve working with farmers, another engaging with processors, retailers, or international customers. A good amount of time is spent analysing data and preparing briefings and presentations, translating market insights, trends and performance data into clear updates that help inform decision making across the sector. At the heart of my role is ensuring the work we do delivers value for everyone involved in the Quality Assurance Scheme.

Where does pigmeat and poultry fit into the Irish agri-food industry?

Pigmeat is a really important part of the Irish agri-food sector and is one of our largest indigenous livestock sectors. Pig production in Ireland is highly efficient, technology driven and focused on both domestic and export markets. There are just under 400 commercial pig producers in the Republic of Ireland and these support several thousand jobs, along the supply chain in processing and support services, by providing the raw material.

Poultry is also a more concentrated sector and is very focused on the domestic market, particularly as Ireland is not self-sufficient. Exports are largely limited to offal and by products – about 800 producers in domestic poultry production, including Egg producers, rearers and poultry meat growers. Poultry, and pigmeat to some extent, are also key in growing meat protein consumption, particularly across the EU, largely due to their value for money, availability and versatility.

What does Bord Bia do to promote pigmeat?

Bord Bia works right across the supply chain. This includes supporting Ireland’s reputation through the Bord Bia Quality Mark, providing market insight to help processors make informed commercial decisions, and running promotional campaigns in the Irish market, as well as in key export markets. We also place a strong focus on engaging directly with customers and communicating Ireland’s sustainability, animal welfare and traceability strengths.

Where are the main export markets for pigmeat and poultry?

The domestic market is the largest and most valuable outlet for Irish pigmeat and, as a result, remains a key area of focus for the sector. Beyond this, Irish pigmeat has been exported to over 60 markets worldwide, with the UK representing our largest export market. Lower-value parts of the carcase are primarily exported to Asian markets, particularly China. Interestingly, pigmeat is also the only meat product exported from Ireland to Australia.

Is pigmeat all the same, or does Irish pigmeat have its own USP on the export market?

Pigmeat definitely isn’t all the same. Irish pigmeat stands out because of its full traceability and strong sustainability credentials, which are leveraged through the Bord Bia Quality Assurance programme. This gives customers confidence right back to farm level and supports how we communicate Ireland’s overall food story in international markets.

What makes the sector stand out?

Within the pig sector, despite the significant challenges faced in recent years, there remains a strong focus at both farm and processor level on driving efficiency, improving sustainability, and meeting evolving market needs. Bord Bia’s role is to continue supporting that journey and helping the sector tell its story clearly and credibly, both at home and internationally.