About the market

Our North American office is in New York but as well as the United States we also promote Irish food and drink in Canada and Mexico. Overall it is a market of 500 million people, and the US alone imports more than $200bn of agricultural products each year. Dairy and drinks, particularly whiskey and cream liqueur dominate Irish exports to the region, and it’s a market that is worth €2bn annually.

What are the main categories

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Dairy dominates, and it is well known that Kerrygold butter is the top-branded imported butter in the US and number two brand overall. Other Irish dairy products also sell well in the US, and Mexico is a smaller but significant market as well for dairy.

The Canadian market was worth €165m for Irish food and drink exports last year, half of which was for drinks. It is, however, our most important meat market in the region, taking over €22m of Irish beef in 2024.

This year we had a very successful launch of Irish lamb in the US market, and I am really excited about the opportunity that exists in the US for a premium European alternative to the long-established Australian and New Zealand sheep meat offerings in that market. It is early days but the early impressions are very encouraging.

What impact has US trade policy had?

The election of President Trump has changed the trading landscape, even within North America and the relationship between the US and their immediate neighbours in Canada and Mexico.

Distributors and importers have become more selective, focusing on value, certainty of supply, and how tariff exposure affects final pricing. However, we should remember that Americans still want high-quality, well-produced food and the long-term fundamentals remain strong despite tariff disruption.

What are the prospects for Irish exports?

Notwithstanding current trade issues, we absolutely see North America as a growth region. In the short term, tariffs, inflation and tighter margins are creating real headwinds, so for now the immediate priority is protecting our position in the US and using that platform to identify opportunities to expand further into Canada and Mexico.

Despite these immediate challenges, it’s a huge consumer base with rising demand for premium food and drink. US, Canadian and Mexican buyers continue to prioritise reliability, quality and provenance – all areas where Ireland performs exceptionally well. It is already a good market but it can definitely do more in the medium and longer term.

Dairy, especially butter, will continue to be the star performer, particularly in the US, and beef has been gaining considerable traction in Canada. Lamb exports to the US is one to watch following our successful launch earlier this year.

What makes Irish produce attractive to US importers.

Our long historical connection to the US means that Ireland is well known, particularly in the US and Canada. While that may give us an introduction, building exports successfully to these markets requires a reliable supply of quality products that are competitively priced.

That doesn’t necessarily mean being the lowest price, but it must it must be value for money. When buyers source from Ireland, they expect a premium product – whether that’s beef, seafood or butter. They have tight specifications and high technical standards, but nothing beyond what we consistently produce in Ireland.

The North American market moves incredibly fast, and importers need partners that are reliable and able to deal with the logistics of exporting to the US, which is more complex than trading with the EU.

The final word?

Despite the recent noise, the US remains a market that rewards quality, consistency and strong partnerships, and Ireland is well placed to deliver on all three. Also don’t forget about Canada and Mexico, they are smaller markets but have potential.