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Marketing executive for Middle East markets
With the Bord Bia Dubai office covering 13 nations – the UAE, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, Lebanon, Jordan, Syria, Israel, State of Palestine, Turkey and Australia – we just want to ask Caroline Corr how she manages the different time zones?
“It does get a bit confusing,” acknowledges the marketing executive for Middle East markets. “Even working back to Dublin, you’re literally always counting out the time difference!”
Still, it illustrates the diversity that Caroline enjoys as part of the Ibec Global Graduate Programme.
Originally from Celbridge, Caroline explains that her love of food goes back to her childhood.
“I happily stood out at the eight-year-old birthday parties for ordering things like mushroom linguine or fettucine alfredo while being surrounded by pizza,” she laughs.
As a teenager, her first job was at The Canal Café at the Village at Lyons – where she worked alongside Clodagh McKenna – and later in a range of food and hospitality positions, with mentors including Katie Campbell of KC Peaches.
So it might not come as a surprise that having started off studying science at Trinity, Caroline soon realised that it “wasn’t right for me” and switched to culinary entrepreneurship in DIT.
“It was the best decision I ever made and it got me where I am today,” she says of her decision to follow her undergraduate by applying for the Ibec Global Graduate programme, arriving in Dubai in 2017 to complete a postgrad diploma in global business development, while getting practical experience supporting Irish food exporters over an 18-month placement.
We’ve seen Irish beef served in the top restaurants across the UAE, such as in Atmosphere in the Burj Khalifa, and you see Irish beef, seafood and cheeses on offer in the world-famous and iconic Burj Al Arab too
Of course, each of the 13 markets has different demands, but taking the six countries of the GCC (UAE, Saudi Arabia, Oman, Bahrain, Qatar and Kuwait) as an example, Ireland exported around €196m worth of agri-food in 2018, with the biggest percentage being in dairy and dairy ingredients, and around €44m in prepared foods such as confectionery and snacks, as well as other highlights.
“We’ve seen Irish beef served in the top restaurants across the UAE, such as in Atmosphere in the Burj Khalifa, and you see Irish beef, seafood and cheeses on offer in the world-famous and iconic Burj Al Arab too,” adds Caroline, who says that Irish food is seen as a “premium offering” in retailers, including high-end supermarket, Spinneys, which stocks products including Foods of Athenry biscuits, Aine’s Chocolates, Glenstal Cheese, Golden Irish eggs and Clonakilty pudding.
Moreover, Butlers Chocolates and Keoghs crisps have made high-profile deals to be served in first-class on Emirates flights.
Currently, Caroline sees a growing demand for gluten-free, low-carb, high-protein and vegan products, and highlights events like EXPO 2020 in Dubai and the World Cup in Qatar in 2022 as “creating exciting new chances for Irish exporters to gain a foothold in the market”.
That said, there are challenges. All products exported to the Middle East – and UAE in particular – have to be halal certified (though Bord Bia provide guidance on this), it can take time to build business relationships and there is a lot of competition in the market, especially as Irish products generally have a higher price point.
However, the team work tirelessly to create opportunities for Irish exporters, with Caroline recently involved in preparations for Gulfood 2019 – the largest food and beverage trade show in the world – where they hosted 12 Irish producers under Origin Green.
Plans for St Patrick’s Day include a major promotion of Irish products at Spinneys, plus a buffet of Irish meats, cheeses and seafood at the Irish ambassador’s reception in Abu Dhabi; though Caroline hopes to find time to celebrate at the “Irish Village” in Dubai, which even has a replica of Ballinasloe post office and shops stocking Tayto crisps.
And while her placement finishes in June, she hopes to continue working in the Middle East for the foreseeable future.
“It’s where most of my experience is at the minute,” she says, “I will move home eventually, but I can’t say for sure when.”
Meat marketing specialist for France, Belgium and Luxembourg
For as long as she can remember, it was Bernadette Byrne’s ambition to live in France.
“As soon as I had my degree, that’s what I did,” says the Rathangan woman, who shortly after arriving in Paris in 1981 discovered that there might be a job going with the Irish Livestock and Meat Board.
“That wasn’t my background to start with,” she continues, “but it’s something I’ve absolutely grown to love and defend.”
Thirty-eight years on, Bernadette is the meat marketing specialist with Bord Bia for France, Belgium and Luxembourg, as well as the first Irish person to be awarded the prestigious Chevalier de l’Ordre Mondial for her work.
“Our overall Irish exports to France for 2018 totalled €797m. Of that, almost half was meat. So you’re looking at about €380m worth of meat – beef and lamb – potentially coming into France,” she says.
“Our exports to Belgium in 2018 totalled €290m and 56% of that was meat. Again you’re looking at €155m-€160m worth of product going in there.”
While geographically close, however, Bernadette explains that the markets are very different. In France, for instance, there is a “very distinct preference for local product”.
“It really is a huge challenge to continue to drive sales of Irish beef and lamb over here,” explains Bernadette.
“But for me, it comes down to strong, long-term relationships and trust and that’s something that only comes with time and, to be honest, it only comes with perseverance.”
Indeed, retailers such as Monoprix are loyal customers, while Irish beef is held in high esteem in the commercial and fine-dining sector; particularly since 2013, when a French chef won the Bocuse D’Or (culinary Olympics) cooking Irish beef.
We see changes in the whole distribution landscape recently with partnerships such as Monoprix with Ocado and Amazon
In Belgium, meanwhile, Irish beef enjoys a “fantastic reputation” amongst restauranteurs and retailers such as Metro Cash & Carry group, Delhaize and Carrefour Belgium, while in Luxembourg it holds a “privileged” position in supermarkets like Cactus and Auchan. Looking forward, Bernadette believes that the growth will be in online sales, particularly when it comes to targeting “millennials”.
“We see changes in the whole distribution landscape recently with partnerships such as Monoprix with Ocado and Amazon,” she explains.
“So I think once these marketplaces are fully functioning, it’s going to open opportunities for a greater number of product listings where there’ll be less constraints for shelf space and in store and it will also give us the opportunity to connect with customers directly online and then we can leverage our reputation.”
Of course, St Patrick’s Day is an opportunity to do just that, with plans including a month-long beef promotion with 120 Monoprix supermarkets, a campaign promoting Irish Hereford beef at the Hippopotamus steakhouse chain and a media lunch with the Chefs Irish Beef Club, along with a series of print and radio partnerships and in-store promotions in Belgium and Luxembourg.
“St Patrick’s Day happily lands on a Sunday this year,” laughs Bernadette of her work diary, “it’s a very busy time of year.”
Having spent most of her adult life in France, Bernadette believes she has the best of both worlds working with Bord Bia.
“Obviously my heart is still in Ireland and I’m a strong defender of Ireland and Irish food products, particularly of Irish meats, that’s for sure. But I understand and I love France,” she says.
“I’ve made it my home, my family has been brought up here, and I understand the French and the French mentality and I think that’s very important for a market that can be so complex and challenging.”
Though it seems her sons have inherited some Irish appetites.
“At one point I was saying to myself I should make a deal with Ballymaloe relish for bringing it back!” she laughs.
Nordics marketing manager
Whenever anybody from the Irish embassy in Stockholm goes home, they are expected to return with one thing.
“Teabags!” laughs Linda Madigan, who is Nordics marketing manager for Bord Bia and based at the embassy. “It’s typical, isn’t it?”
Originally from Barefield, Co Clare, Linda studied business in college and completed a postgrad in Denmark before returning to Ireland to work in marketing, but always had a love of food, having spent time on her grandparents’ farms as a child.
So when she saw a “for lease” sign in Dublin one day, she took a leap of faith and ended up working for herself for 20 years, running three restaurants at one stage.
However?
“I always kind of said I’d go back to study again and just the time was right,” she says of her decision five years ago to make another career move.
“I’d leased out one of my restaurants, sold one and closed one and I actually came back and did the Marketing Fellowship with Bord Bia.”
As part of the programme, Linda was placed in the Stockholm office, but when the manager there moved to Italy, she was offered the role. Today, she oversees Sweden, Denmark, Norway and Finland, which has a combined population of 25 million people.
“Our success in this region is mainly in our meat sector,” says Linda.
“Last year we would have had overall revenue into the Nordics of €321m, so that would have grown 3% from 2017 figures. It’s a small increase but it’s good that we’re still maintaining and growing. In particular it’s Irish beef and Irish lamb and that is coming into the four countries, but in particular into Sweden and Denmark.”
Indeed, lamb has been identified as a “priority market”, with a 17% increase in exports to Denmark and similarly to Sweden last year, particularly around BBQ season.
Outside of the meat market, however, Linda says that other recent arrivals include Barry’s Tea, Maria Lucia Bakes breakfast cereals and Broderick’s Brothers cakes and bars.
Post-Brexit, she believes the Nordics will be “an attractive market” as English is widely spoken, there is a concentrated retail market, a strong economy and high disposable income; though there are challenges.
“In terms of doing business and growing business, it happens a little bit slower here. Even in terms of the distance from Ireland, that has to be a consideration, although there are good logistical channels. So it’s just distance from market in terms of key account management – but they are minor by comparison to the size of the prize,” she explains.
To this end, Linda and her colleague William McGrath, who is on the Ibec Global Graduate programme, are on the ground, from conducting market research to organising trade events and promotions.
I can understand and read I’d say about 80%, but the struggle is that when you go to speak Swedish and they hear the accent, they’re straight away switching to English
The St Patrick’s Day period is particularly busy, especially with a visit from Helen McEntee TD, minister for European Affairs, with events including a working lunch with the local chamber of commerce, a networking industry dinner and promotions including Irish lamb at COOP DK, a leading retailer in Denmark. In the near future, there will also be a partnership with a leading Swedish retailer to increase the awareness of Quality Assured Irish beef.
Outside work, however, Linda explains that there will be a parade through Stockholm city centre, followed by Irish music and set dancing to mark the day itself.
“It’s bigger than you think and quite a family day,” says Linda, who highlights climate and quality of life as huge pluses to living in Sweden, though the cost of living is high and it can take time to master the local language.
“I can understand and read I’d say about 80%, but the struggle is that when you go to speak Swedish and they hear the accent, they’re straight away switching to English,” she laughs.
And while her job is to fly the flag for Irish food, she has also taken to the local cuisine, including Swedish meatballs and salmon and a tradition known as fika.
“It’s coffee with friends over something sweet and it’s a really strong tradition, so if you’re invited to fika, you can’t refuse,” she says.
That’s a tradition we wouldn’t mind taking home.
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