Christine Farrell has been announced as new drinks specialist for the US and Canada at Bord Bia.

The new appointment will focus on the expansion of the Irish drinks sector to Canada, one of the key priority markets within the drinks sector for Bord Bia.

The appointment was announced at Bord Bia’s market study visit to Canada where 10 Irish food and drink companies featured at the SIAL Canada trade show in Montreal for the first time, from 29 April to 1 May.

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Christine Farrell is from Clontarf in Dublin and holds a Bachelor of business studies with a specialism in marketing from Dublin City University.

She previously worked as Bord Bia’s strategic projects manager in Dublin and also completed a three-month secondment in Canada working on Bord Bia’s market insights, strengthening customer and client engagement to support Irish food and drink exporters.

She will be based in Bord Bia’s New York office where she will support the continued growth of Irish drinks exports across the US and Canada.

“Christine brings a wealth of organisational experience and sectoral knowledge to the role, alongside a strong strategic and commercial lens that will be invaluable in supporting the continued success of Irish drinks in this region,” Henry Horkan Bord Bia’s North America manager commented on the new appointment.

“Canada has been identified as a strategically important market for Ireland, particularly for Irish drinks. It also forms an important part of Bord Bia’s global market diversification strategy for the Irish food and drink industry.”

“Trade agreements are already in place, relationships have never been stronger, and Irish companies are looking to build on their success in a market that is growing at an exponential rate.”

Irish Food and drink exports to Canada

Irish food and drink exports to Canada were worth €164 million in 2025, with drinks exports valued at €91 million.

During the market study visit to Toronto and Montreal, Bord Bia is meeting with both retail and foodservice customers and distributors of Irish meat, seafood, dairy and prepared consumer foods.

Bord Bia is also taking Irish companies to major Canadian supermarket chains to inform them more on the Canadian retail landscape.