Irish dairy, beef and lamb are stepping into the spotlight again, and this latest food Ireland story is one worth watching. Bord Bia is bringing influential buyers, media representatives and foodservice decision-makers from across Asia to Ireland this June, giving them a close-up look at the quality, sustainability and export potential that continue to shape the Ireland food scene.
The programme comes at an important moment for the agri-food sector, with Bord Bia focused on strengthening trade relationships in high-value international markets. Delegations from Vietnam, China, Singapore and Japan are visiting farms, processors and research centres to better understand what makes Irish produce stand out globally.
Why this food Ireland visit matters for exports
According to Bord Bia, the June programme is designed to create new commercial opportunities for Irish food producers, especially in dairy and meat. These inward visits may happen quietly behind the scenes, but they often play a major role in winning long-term international business.
From June 21 to 27, Bord Bia will host nine international media and nutrition industry stakeholders from Singapore, China and Vietnam under its EU co-funded dairy promotion programme. One of the most notable participants is from Vietnam’s national broadcaster, VTV Times, which reaches a huge audience in a market of more than 100 million people.
For anyone following food news Ireland, this is especially significant because Vietnam is increasingly seen as a strategic growth market for Irish dairy exports. During the visit, guests will see Ireland’s grass-based farming systems in action and learn more about sustainability standards that support the country’s reputation abroad.
- Visits to dairy processors across Ireland
- Research and innovation insights at Teagasc Moorepark
- Academic engagement with University College Cork
- First-hand exposure to Irish grass-fed dairy production
- Deeper understanding of Origin Green and Bord Bia standards
That kind of direct experience can be more persuasive than any brochure or pitch deck. It helps overseas buyers connect Irish products with quality, traceability and long-term supply confidence.
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Asian buyers explore Irish dairy and meat opportunities
Before this latest media-focused programme, Bord Bia had already hosted 25 dairy ingredient buyers from China, Vietnam and Singapore. Their trip centred on premium Asian markets and gave them a closer look at Irish farms and processing facilities. The goal was simple: build trust and encourage more trade in higher-value dairy categories.
Buyers were introduced to the unique characteristics of Irish grass-fed dairy production, including the Bord Bia Grass Fed Standard and Origin Green, Ireland’s national food sustainability programme. These are key selling points in competitive export markets, where consumers and importers increasingly want proof of quality and environmental responsibility.
The month will conclude with another strategically important visit, this time from Japan. A seven-person delegation, including representation from one of Japan’s largest restaurant chains, will travel through Cork, Waterford, Wexford and Cavan from June 22 to 26.
The Japanese group is expected to explore opportunities for Irish beef and lamb, including a broader range of beef cuts beyond products some delegates already source, such as Irish beef tongue. There is also potential to expand Irish lamb exports, which could open fresh doors for producers looking to diversify market access.
Declan Fennell, Senior Manager of EU Promotions at Bord Bia, said these visits are among the most valuable parts of Bord Bia’s work because nothing compares to seeing Irish farming and food production first-hand. He also noted that with market returns under pressure, opening up premium export channels is vital to support value back at farm level.
For readers of an Ireland food blog or anyone interested in the bigger picture behind Irish cuisine, this is a reminder that the strength of the sector depends not only on the best food in Ireland at home, but also on international demand. The same quality markers celebrated in an Irish food guide or highlighted in Ireland food recommendations are now central to trade growth overseas.
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It also reinforces the wider appeal of modern Irish food: grass-fed dairy, sustainably produced meat and strong research backing. These are not just export claims; they are part of the same food culture that supports local producers, chefs, retailers and the broader food Ireland identity.
What this means for Ireland’s food industry
The big takeaway is clear: strong international relationships matter. By inviting buyers and media to see Irish production up close, Bord Bia is helping turn interest into long-term trade. For the wider food Ireland sector, that means better visibility, stronger market positioning and potentially improved returns for farmers and processors.
As global competition intensifies, Ireland’s edge continues to rest on quality, sustainability and credibility. This latest food Ireland initiative shows how those strengths are being translated into real commercial opportunity, especially in Asia’s premium markets.
Article/Image Courtesy: Bord Bia
