Bord Bia kicks off €3.2m promotion effort for EU dairy in China

Bord Bia has hosted its first major event in China under a €3.2m co-funded campaign aimed at promoting EU dairy in Asia.

The seminar took place in Beijing, with Irish and Chinese industry figures discussing market opportunities for dairy ingredients from Europe.

The campaign will run from 2025 to 2028, with a “strong emphasis on Irish production” covering China, Singapore and Vietnam.

It is a business-to-business initiative focused on quality, safety and innovation in Europe’s dairy ingredients sector.

The event was launched by Minister of State Timmy Dooley and formed part of the Government’s trade mission to China.

“I’m delighted to see Irish producers leading the way in building the profile of European dairy in key markets such as China, Singapore and Vietnam,” Minister Dooley said.

Leader

“This campaign allows us to position Ireland as a leader within the European dairy sector and to showcase the quality, innovation and sustainability that define Irish production.”

Bord Bia’s director of global business development Shane Hamill stated that the trade mission has seen “strong engagement from buyers”.

“The response on the ground has reinforced the significant commercial opportunities that exist for Irish seafood, dairy and meat exporters,” Hamill stated.

The Irish dairy sector exported €386m worth of goods to China last year, with the majority of this value being infant formula.