Francesca Perfetto heads Bord Bia’s office in Milan, Italy, and tells the Irish Farmers Journal about promoting Irish food and drink in her country.

How did you get involved with Irish food and drink?

It started a decade ago working at the Ireland Pavilion at Expo Milan 2015, which led to the opportunity to join the graduate programme.

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Like many Italians, I am passionate about food and being from a small village in southern Italy, where my grandparents farmed, I immediately connected with Ireland and its family farm structure. After the programme I worked as a markets specialist and for the past year I have been in charge of the Italian office.

What makes Italy stand out as an export market for Ireland?

Italians really value food and are open to buying imported produce as well as domestic production. The sector is valued at €147bn annually, the third largest in the EU, and is split two thirds modern retail and one third traditional outlets. It is Ireland’s fourth largest export market in the EU, worth €450m in 2024, and the second largest beef market in mainland Europe after France. It is also the market with the highest recognition of PGIs and where Irish grass-fed beef with the PGI designation has found its first major customer.

How has it been received?

We are delighted with the progress since launch; it has recently secured more shelf space, which is always a good sign. Despite overall negative market trend in beef sales in Italy, Irish grass-fed beef with the PGI has experienced strong growth, leading to the listing of additional PGI cuts.

Our research confirmed the halo effect that the PGI consumer marketing campaign has had on the image of Irish beef in general in Italy, with a 4% increase in Italian consumers’ willingness to pay more for Irish beef, reaching 67% in total.

What else do Italians buy from Ireland?

Beef and livestock is our largest category, accounting for €273m last year, followed by seafood, with a value of €62m and dairy on €61m. As well as beef, Italy is a long established market for live cattle exports.

Trends in the market over past five years

Italy’s self-sufficiency in beef production has been in decline and has fallen to 40% self sufficiency, which means more demand for imported beef. The market driver with consumers has been a move to premiumisation despite financial pressures, plus sustainability and convenience. Consumers also value tradition and quality, and I repeat ... they are particularly passionate about food.

Will the market consolidate or grow in the years ahead?

There is scope for growth particularly in beef and live cattle exports as domestic declines. There are long-standing trading relationships, built over several years and Ireland is one of the “go to” countries to fill beef supply deficit.

However, it isn’t just about volume, we are anxious that we continue to strengthen the premium position of Irish beef, not just the PGI product, but to maximise the halo effect it gives all Irish beef.

How will that be done?

We have active promotion campaigns both with customers that import Irish beef and Italian consumers that we want to buy it and be prepared to pay more. Our campaign theme is “La tua isola di gusto” (“Your island of taste”) and it is working well.

Research at the end of last year shows that awareness of Irish beef among Italian consumers has grown to 65%, a 20% increase since 2020, and 10% of our target audience identifies Ireland as their preferred origin for beef. We also work with the Italian Butchers Associations, still an important route to market in Italy, and have an active chefs’ Irish beef club to target the top end of the catering sector with not just beef, but dairy, lamb and seafood as well.