Bord Bia, Ireland’s food promotion agency, has secured a $3.4 million EU contract to promote European dairy products in key Asian markets, focusing on sustainability and innovation.
Ireland’s food promotion agency, Bord Bia, has been awarded a $3.4 million contract by the European Commission to lead a three-year campaign aimed at promoting European dairy products in key Asian markets. The initiative, named European Dairy – Where Nature Meets Science, will kick off in June 2025 and will focus on positioning the European Union (EU) as a global leader in high-value dairy ingredients for specialized nutrition sectors.
Bord Bia’s campaign will target three major Asian markets—China, Singapore, and Vietnam—collectively worth $17.2 billion in dairy imports annually. The initiative will build upon Ireland’s reputation for sustainable, grass-fed dairy production while strengthening business relationships with local manufacturers, importers, and distributors.
The project is backed by the European Commission, which is contributing $2.7 million, or 80% of the funding, with the remaining 20% provided by the Irish dairy industry.
Jim O’Toole, CEO of Bord Bia, emphasized the importance of this recognition, stating, “This award reflects Ireland’s leadership in sustainable dairy production, showcasing our grass-fed model, and underlining our commitment to meeting the highest global standards in quality and innovation.” In 2023, Irish dairy exports to China, Singapore, and Vietnam exceeded $495.5 million, highlighting the importance of these markets to Ireland’s dairy sector.
Southeast Asia’s growing population, projected to increase by 100 million by 2050, is expected to drive continued high demand for dairy imports. Limited domestic production capacity in the region makes it a key market for EU dairy, and Bord Bia’s Future of Dairy in Southeast Asia report forecasts significant potential for further growth in the coming decades.
Declan Fennell, Bord Bia’s senior manager for EU co-funded programs, described the campaign as an opportunity to strengthen Ireland’s position as a trusted partner in the global dairy supply chain.
“This initiative will engage thousands of dairy buyers, fortifying existing relationships while promoting Irish dairy as an ideal partner for premium products,”
Declan Fennell, Senior Manager of Bord Bia
The campaign will feature a series of events and initiatives, including:
- Launch events across Asia in mid-2025.
- A delegation of dairy buyers visiting Ireland during the summer, to gain firsthand exposure to Irish dairy production practices.
- Technical seminars and representation at the Food Ingredients Asia trade show in Bangkok from September 17-19, 2025.
Through these activities, Bord Bia aims to enhance Ireland’s visibility in the specialized nutrition market and contribute to the broader EU goal of boosting value-added agricultural exports.
With a focus on sustainability and innovation, Bord Bia’s campaign seeks to further solidify Ireland’s leadership in the global dairy industry, meeting the rising demand for premium dairy products across Asia.