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Issue 5 2015
MEAT FOCUS
ABP redevelopment
Enterprise Ireland supports R&D
European lamb promotion
UK MARKET
FOCUS
Salmon, cheese and whiskey masterclasses
Ocado’s Taste of Ireland shop
Gluten-free in the UK
www.irishfoodmagazine.com
Award Winning Quality Beef ABP Food Group is the leading exporter of beef products and a leading supplier to the retail, catering and manufacturing markets in Ireland, the UK, Europe and around the World. www.abpfoodgroup.com Address: 14 Castle St, Ardee, Co. Louth, Ireland Telephone: +353 (0) 41 6850 200 Email: info@abpireland.com
editorial
Issue 5 2015
I
n 2014, Ireland’s food and drink exports stood at €10.5 billion. The
goal of the industry, as outlined in Food Harvest 2020, is to increase
exports to €12 billion by 2020. Now, the industry has issued a new set
of targets looking at the potential of the sector over the coming 10 years.
Food Wise 2025 is the latest strategy for the industry and it projects that
exports will increase to €19 billion and create 23,000 new jobs by 2025.
The industry-led plan includes 350 recommended actions to deliver the targeted
growth, with sector-specific agendas.
Along with expanding the scale and scope of the agri-food industry, the report
also takes cognisance of the importance of sustainability to the future of agri-food.
With that in mind, an environmental assessment was conducted in line with the
development of Food Wise 2025. A draft Environmental Analysis Report was made
available for an eight-week public consultation to deliver the best strategy for
sustainable growth.
These are ambitious targets that have been set out by Ireland’s industry and in this
edition of we speak with John Moloney, who chaired the 2025 Agri Food
Strategy committee, about the direction the industry is taking.
International markets have been identified as important destinations for future Irish
outputs, however, markets closer to home continue to play an important role in the
ongoing success of the category. The UK remains the largest customer for Ireland’s
food and drinks exports. As our nearest neighbour, with a population that is more
than 10 times that of Ireland’s, the UK presents food and drink manufacturers with
a broader consumer base in which to expand and grow.
For many of Ireland’s food and drink exporters, the UK is a stepping stone to
achieving a wider export base. With the support of Bord Bia (the Irish Food
Board), these companies are working with retailers in the market to deliver product
solutions that meet the needs of the market. In our UK Focus, we speak to some of
the exporters who are gaining traction in the market.
As always we also have the latest news and trends.
Enjoy!
Oonagh O’Mahony
Editor
Follow on Twitter @IrishFoodMag for more
updates on Ireland’s agri-food and drinks industry.
www.irishfoodmagazine.com Issue 5 2015 3
contents
6 News
• German president visits
Origin Green farm
• ‘Gold Standard’ in quality
assurance for Carr & Sons
• Irish whiskey, poitín and
cream receive strengthened
legal protection
• Irish beef promotion in the
Netherlands
• Henry Horkan becomes
Liveryman of the Worshipful
Company of Butchers
10 Local roots, global reach
John Moloney, chairman of the 2025 Agri Food
Strategy Committee, talks to abut Food
Wise 2025, the industry statement of intent to
Editor: Oonagh O’Mahony capitalise on a host of new growth opportunities
Reporters: Bernie Commins, Kennas Fitzsimons,
Shauna Rahman
Design: Barry Sheehan
Production: Martin Whelan
Ciarán Brougham, Niall O’Brien, Michael Ryan
Chief Executive: Rebecca Markey
Advertising Executive: John Sheehan
Accounts: Tricia Murtagh
Administration: Sue Nolan
Publisher: David Markey
Copyright IFP Media 2015.
No part of this publication may be reproduced
in any material form without the express
written permission of the publishers.
Published by:
IFP Media,
31 Deansgrange Road, Blackrock, Co. Dublin
Republic of Ireland.
T: +353 1 289 3305
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E: info@ifpmedia.com
www.ifpmedia.com
www.irishfoodmagazine.com 36 Ambassadors
in action 38 Opportunity
knocks in Asia 39 Pushing
sustainable
Shauna Rahman speaks Opportunities abound for boundaries
to four Origin Green Irish food and drink exports, The Ireland Pavilion at Expo
ambassadors about their as well as the potential Milano 2015 is bringing the
positive experiences in this for Asia to tap into Irish philosophy of sustainable food
role and the benefits of this expertise in the sector production to the fore
unique programme
4 Issue 5 2015 www.irishfoodmagazine.com
contents
13 Meat
14 Strong momentum for meat
exports 20 All
mix
in the
Ireland’s meat industry continues to play Bord Bia works closely
an important role in the country’s food and with sheepmeat
drinks export story producers in
Ireland to ensure
16 ABP completes €50 million
investment
the sector delivers
the right product
mix to international
It is predicted ABP Food Group’s redeveloped
consumers
facility in Cahir will contribute €1 billion to
22
the Irish economy over the next five years
Driving
18 Consumers’ taste for
adventure
innovation
Enterprise Ireland’s Strategy
Dawn Farms discusses delivering product to 2016 aims to grow exports
solutions to meet consumer flavour needs by €5 billion and deliver an
additional 40,000 new jobs
27 UK
26 UK export opportunities 32 At the click of a button
speaks to Ocado, the world’s largest
Irish exporters are appealing to UK buyers
on the basis of quality, market knowledge, dedicated online grocery supermarket, about
innovation and proximity the appeal of Irish products for its online
customers
28 Rising from the ashes
Speciality free-from food producer, The 36 Supporting effective
Foods of Athenry, has secured listings with knowledge transfer
many high-end UK retailers and counts CommBeBiz is a unique EU-funded
celebrity John Cleese among its fans project to support knowledge transfer
from bioeconomy research to industry and
30 Masters of their craft
Bord Bia recently held
other stakeholders, explains Áine Regan, a
postdoctoral researcher at Teagasc
‘Christmas in July’, giving
specialist Irish food producers
an opportunity to promote
their seasonal ranges
40 Staying on trend
with consumers
42 Spotlight on
Foodcloud is a registered
Staying on top of what’s charity that aims to
coming next helps Irish food address the food poverty
and drink companies to better imbalance by connecting
prepare for the future needs retailers and food
and wants of consumers distribution charities
www.irishfoodmagazine.com Issue 5 2015 5
news
Pictured visiting Droney’s beef and sheep farm, Ballyvaughan, Co. Clare, are: Michael Murphy, director of markets
at Bord Bia; James Droney, farmer; President of the Federal Republic of Germany, H.E. Joachim Gauck; and Minister
of State at the Department of Agriculture, Food and the Marine, Tom Hayes..
German president visits
Origin Green farm
President Joachim Gauck of Germany and Ms Daniela Blonde d’Aquitaine) and also rears 50 young cattle to
Schadt, accompanied by the Minister of State at the beef in addition to 150 lambs, which he rears during the
Department of Agriculture, Food and the Marine Tom summer months.
Hayes, recently visited the farm of James Droney in Germany is Ireland’s fourth largest export market for
Ballyvaughan, Co. Clare. During the visit the farmer food and drink and the total estimated revenues for 2014
outlined Bord Bia`s Origin Green programme and how are €565 million, with exports reaching €133 million in
Ireland, through this unique national initiative, aims Q1 of 2015. The best performing sectors are dairy, beef
to be a world leader in producing food sustainably. He and prepared foods.
also explained to his guests what it means for him Earlier this year, 23 Irish companies exhibited at various
to be a member of Bord Bia`s beef and lamb Quality trade shows with Bord Bia around Germany (ISM,
Assurance scheme while farming in the unique Cologne – confectionaries and snacks; Fruit Logistica,
environment of the Burren. Berlin – fruit and vegetables; Biofach, Nuremburg–
James farms almost 90 hectares of mostly free-draining organics; and Prowein – Alcohol). In October, Bord Bia
grassland, along with some upland pasture. He keeps will be participating in Anuga in Cologne, one of the
55 beef suckler cows (mostly Charolais, Limousin and world’s largest trade fairs.
6 Issue 5 2015 www.irishfoodmagazine.com
news
Irish whiskey, poitín and
‘Gold Standard’ cream receive strengthened
in quality
assurance for
legal protection
Carr & Sons New EU regulations entitled European Communities (Spirit Drinks)
Regulations 2015 S.I. 316 of 2015 have been introduced to give
Award-winning seafood protected status to spirit drinks submitted by Member States. Ireland
producers Carr & Sons Seafood has three protected spirits: Irish whiskey, Irish poitín and Irish
Limited has achieved Grade A cream. Commenting on the importance of the recently introduced
accreditation with The British regulations, the Minister for Agriculture, Food and the Marine,
Retail Consortium. Simon Coveney, said:“These regulations provide critically important
Attaining this certification protection for Irish companies in the developing Irish spirit drinks
provides independent sector, which has ambitious plans to establish a number of new
confirmation of the rigorous distilleries to meet the growing demand worldwide.”
standards adhered to Irish whiskey, Irish poitín and Irish cream are protected geographical
throughout the entire supply indications under European law. This means that they must be
chain at the company’s Killala
produced on the island of Ireland in accordance with strict technical
plant. It also recognises
specifications notified to the European Commission.
management’s significant
The new regulations introduce strong enforcement powers to ensure
investment in implementing
best-practice procedures that spirit drinks labelled with these protected designations are
throughout the entire manufactured in Ireland in accordance with the approved technical
production processes. specification. The designations cannot be used on products
Maureen Forde, the Quality manufactured elsewhere in the EU. The regulations also apply to a
Control Manager at Carr & range of other protected spirit drinks manufactured within the EU.
Sons Seafood, said: “We are Minister Coveney noted: “These regulations mean that inferior
delighted to have attained products or those that do not share the uniquely Irish heritage of
the BRC A Grade certification. these protected geographical indications cannot be sold as Irish
This achievement reflects whiskey, Irish poitín or Irish cream. They can help to protect the
the commitment of every reputation and integrity of these products, but also to protect Irish
single person throughout our
jobs. From a consumer perspective, they will also give assurance to
company. It offers assurance to
customers, at home and abroad, of the quality of the unique spirit
food retailers that Carr & Sons
Seafood adheres to the highest
products they are consuming.”
quality standards within the The Minister added that the
food processing industry and I protection would support the
have no doubt that it will open continued growth of the Irish
doors for us with key buyers spirit categy. “In the last decade,
to secure new business and Irish whiskey exports grew by
substantially increase sales.” almost 200 per cent and the sector
Carr & Sons Seafood supplies a employs over 750 people. In 2014,
premium range of high-quality, close to seven million cases of
ready-to-eat seafood products, Irish whiskey were exported to
including smoked salmon and over 100 countries. Exports are
shellfish, to both the Irish and
set to exceed 12 million cases
export markets, including:
by 2020 and 24 million cases by
Sweden, Dubai, Italy, England,
China and Germany. The
2030. Three years ago, the island
company’s processing plant of Ireland had four distilleries
was recently upgraded and in operation – in the next three
modernised and the investment years that number could grow
has enabled the company to to over 20. I am confident that
broaden its range of products. this success can be replicated in
other spirit drinks products.”
www.irishfoodmagazine.com Issue 5 2015 7
news
Dutch food writers, bloggers and consumers
participating in an Irish beef masterclass in Amsterdam.
Irish beef promotion in the Netherlands
During the summer, Bord Bia ran a Summer of the Beef Amstel hotel and member of Bord Bia’s Chefs’ Irish Beef
Lover promotion in the Netherlands to raise the profile of Club (CIBC), demonstrated how to cook the perfect steak
Irish beef in that market during the barbecue season. and the perfect burger.
Butcher Barry van Leeuwen and Michelin-starred chef Roger Bord Bia’s office in Amsterdam is focusing efforts on educating
Rassin ran two masterclasses for food writers, bloggers and inspiring Dutch consumers through this initiative and the
and consumers on how to prepare and cook the perfect new Irish beef Youtube channel, Koetube.
steak. The events took place in the kitchens of La Rive The Netherlands continues to be a strong market for Irish
restaurant in the Amstel Intercontinental Hotel and the forequarter beef in particular (which constitutes up to 80 per
brand new Creative Kitchen culinary centre in Nijmegen’s cent of Irish exports) making it the fourth most important
HAN (University of Applied Sciences). market for Irish beef exports (third in volume terms in 2014).
Barry took the group through the technical aspects of the Exports to the Netherlands in 2014 were up 6 per cent to
beef cuts and explained what makes Irish beef so special. 41,000 tonnes, over €165 million in value. Twelve of the top
Roger Rassin, Michelin-starred chef from La Rive in the retail chains in the Dutch market sell Irish beef.
Henry Horkan becomes Liveryman of
the Worshipful Company of Butchers
Henry Horkan, trade manager for Bord Bia, UK was recently made
a Liveryman of the Worshipful Company of Butchers. The Worshipful
Company of Butchers is one of the seven oldest of the City of
London Livery Companies, and was granted its Royal Charter of
Incorporation by King James 1 in 1605. The Company has been the
significant power behind the trade in the City of London and around
Smithfield for over a thousand years.
8 Issue 5 2015 www.irishfoodmagazine.com
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interview
Local roots, global reach
John Moloney, chairman of the 2025 Agri Food Strategy Committee talks to about Food
Wise 2025, the industry statement of intent to capitalise on a host of new growth opportunities.
‘Local roots, global reach’ is the key theme, given the sector’s strategic importance to the Irish
economy, with its roots in local communities and its increasing global reach
I
n 2014, Irish food and drink The committee included 35
exports reached a record €10.5 representatives from across the agri-
billion. Less than halfway food industry, including farmers, farmer
through Food Harvest 2020, representative organisations, food
the 10-year growth plan for industry practitioners, State departments
Ireland’s food and drinks industry, the and agencies, academics, business leaders
industry is just under €2 billion shy of and environmental groups. “We were
its overall export target of €12 billion. given our terms of reference: What do
As the industry drives onward towards you do with the sector to optimise its
those targets, the Government has contribution to the Irish economy and,
once again engaged with stakeholders in particular, we looked at jobs and came
to review and reevaluate the goals and out with a list of actions that Government
ambitions of the agri-food sector. This can use to develop an implementation
culminated in the publication of Food plan, or a programme of projects, that
Wise 2025. can be implemented.”
Ambitious growth Joined-up thinking
Food Wise 2025 is the newest strategic Creating a cohesive proposal that
development plan for Ireland’s agri-food represents the views of an entire food
industry and sets out more ambitious industry is potentially challenging,
but John explains that he divided
targets for growth over the next 10
the committee into five sub-groups
years. These targets include increasing
to address some big themes and to
the value of agri-food exports by 85 per
explore what gaps each of the sectors
cent to €19 billion; increasing the value
face and how these could be rectified.
of primary production by 65 per cent
The committee also heard from
to €10 billion; and delivering a further
external speakers in each of the
23,000 jobs in the agri-food sector by
categories and welcomed insights
2025.
from the multinational management
Sustainability is a key component of consulting firm McKinsey & Company,
Food Wise 2025. During the drafting of which looked at innovation and
the report, an environmental assessment innovation as a route to productivity.
was taken into account. This resulted in “We had a lot of support from Teagasc,
a draft Environmental Analysis Report, Bord Bia, and Enterprise Ireland
which was made available for public on things like market insights and
consultation until the end of August. validating the the opportunity in the
global context,” says John.
Recommendations “After each session we would have sub-
group break-out sessions to see where
Food Wise 2025 includes more than 350
these sectors are by comparison to
recommendations and was drafted by
what has been set out as best practice.”
the 2025 Agri Food Strategy Committee,
which was chaired by John Moloney,
former managing director of Glanbia Plc Sustainability
and, non-executive director of DCC Plc “The biggest thing we did for Food
Group, Smurfit Kappa Plc, Greencore Plc, Wise 2025 was to run an environmental
and chairman of Coillte. analysis side-by-side with it,” says John.
10 Issue 5 2015 www.irishfoodmagazine.cominterview
This reflects the emphasis being placed on pay, for example. Domestic production is also safe, nutritious and high-quality food. The
sustainability both at a worldwide level and developing in some countries, but the single report suggests that ongoing investment
within Ireland, and has seen the emergence biggest factor is that we keep up a certain in science and technology is required
of Origin Green in the years since Food level of global economic growth then the to continue to support the ambition of
Harvest 2020 was published. emergence of the consumer classes will allow Origin Green and to ensure it remains
“The sustainability bit is increasingly a lot more value creation, no matter what underpinned by a strong scientific evidence
important. We talk about innovation in two product you are in. That will help grow food- base to protect the effectiveness of the
ways, the support it gives sustainability in a exporting countries such as Ireland.” brand and marketing tool.
physical sense but also underpinning what Food Wise 2025 recognises that Ireland
Origin Green can mean to our customers. has comparative advantages in terms of its
It is a watermark brand that signifies
Innovation
sustainable, grass-fed production system,
sustainably produced products.” John adds which results in low feed costs for cattle, dairy Ongoing investment in research and
that research over the next few years will be and sheep farmers. Furthermore, Ireland has development is highlighted as being of
geared towards supporting Origin Green’s a positive business environment including the particular importance to ensure that
message with deeper scientific evidence of level of corporation tax, a strong foundation production efficiency is maximised, so that
its impact on food production. and reputation in science-based innovation, our products are competitive on domestic
and product development, as well as access to and international markets.
Opportunities for growth a young educated population. At producer level, the report recognises
However, the report notes that these the work that Ireland has done to date
The Food Wise 2025 report identifies
advantages must be enhanced and used to and suggests that if the sector is to
significant growth opportunities across
ensure the international competitiveness of achieve the growth targets for the next
all sectors of the Irish agri-food industry.
It predicts that this growth will be driven the sector is maintained and improved. 10 years, in a sustainable manner, there
chiefly by expansion in dairy, beef, seafood, Food Wise 2025 includes recommendations must be continued development of new
and consumer food and drinks exports. at both primary and producer level, such innovative approaches to producing
However, the report notes that the role as management of input costs to maximise more while protecting and managing
of value added products, in delivering the price received from the market and the our natural resources. Equally important
innovative food solutions to consumers, will development of scale at processing level. will be mechanisms for rolling out
be pivotal to continued growth. these technologies and processes to the
Food Wise 2025 identifies a number of maximum number of producers.
Market development
actions that will facilitate this growth and At processing level there is a need for
addresses these areas specifically under the With more than 80 per cent of Irish food and increased investment by companies in
headings of human capital, competitiveness, drink products destined for export markets innovation. The report states that there
market development and innovation. Irish products face ongoing competition for are significant opportunities for Irish agri-
These are complemented by a number of market share. In order to achieve growth, food companies to bring new products to
additional sector-specific recommendations Food Wise 2025 says there needs to be a focus domestic and international markets.
to support the development and growth of on market development, underpinned by
specific sub-sectors. appropriate resources to prioritise market
opportunities and the development and
Measured ambition
protection of Ireland’s credentials and John says that while the Food Wise 2025
Human capital report contains ambitious plans for the
systems of producing high-quality, safe and
Investing in human resources was identified sustainable food. In-depth consumer insights future of Ireland’s agri-food industry, he
as one of the key opportunities to support are highlighted as playing an important believes the confidence in the sector is well
the growth of the agri-food industry into role in ensuring Ireland is producing what measured. He adds that agriculture and
the future. “Human capital includes a customers want, with a view to identifying food have an important position in Irish
whole range of actions about improving culture, offering a number of benefits to
the most appropriate markets, market
capacity and capabilities across farms and the country. “It is the custodian of the
segments and delivering maximum value
farm businesses, everything from skills and landscape but it also contributes significant
addition and benefit to the Irish economy.
languages, the skill requirements over a value, because a lot of the raw materials
While Irish food and drink exports have
lifetime for dairying and so on.”
enjoyed strong growth over the past five are domestically produced, the industry is
years, John says it is vital that complacency significantly Irish owned, and profits are
Competitiveness doesn’t creep in. “Markets are hard won. It’s repatriated.” With that in mind he believes
Maintaining the sector’s competitiveness important that there are still good consumer plans such as Food Harvest 2020 and the
is crucial to realising the targets of Food insights to drive innovation, to make sure we revised Food Wise 2025 are important
Wise 2025. have the right product in the right place.” stepping stones for continuous growth.
“The world is very dynamic,” John says. Origin Green is highlighted as an important “Ten years is a long planning cycle and the
“Energy development and the future of energy element to further enhance Ireland’s intention should be to update this every five
impacts a lot of countries and their ability to credentials as a producer of sustainable, years,” John concludes.
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focus
Meat
www.irishfoodmagazine.com Issue 5 2015 13focus
Strong
momentum
for meat
exports
Supported by a grass-based production system,
Ireland’s meat industry continues to play an important
role in the country’s food and drinks export story
I
n 2014, Irish meat exports accounted a long-term prospective that presents a valuable
for 35 per cent of overall food and opportunity but, again, it is a niche market,
drink exports. Overall export values rather than a mass market.”
for the meat category were 3 per cent Jim says the industry is working closely with
higher on the previous year, standing Bord Bia to develop market opportunities in
at just over €3.6 billion. This came despite the US. “We had Marketplace in February and
some challenging market environments. we had a big contingent in from the US. We
also had a number of buyer visits from the
US and we have had a number of journalists
Opening markets for beef
in from the US too. So, we are building our
Early 2015 saw a positive start for the category reputation for the foodservice market and
with significant announcements for beef looking at a whole host of distributors. There
exports to the US and China. is a whole logistics process that has to be
In January, Ireland became the first EU country developed and while we have been developing
to gain access to the US beef market in 16 years. that as a forerunner for gaining access, the real
Since then, four processing facilities have been momentum is still to come.”
granted export certificates by the US department Further good news came for the Irish beef
of agriculture, with more in progress. “The industry in February when China announced
capacity to serve the US market is growing all it had also lifted its ban on Irish beef. “The
the time,” says Jim O’Toole, director of Bord decision has been made in principle but it
Bia’s meat and livestock division. hasn’t happened in practice yet,” explains Jim.
Jim explains that the potential of the US market “Inspections have to happen and certificates
has to be considered in the long-term, rather have to be issued and all of that takes a long
than the short. “The US is a huge opportunity time. What is really important is that we know
that has been worked at very hard for a long there is a market that will be available in the
time. It is a very competitive market and future, and that is very exciting. The progress
market access is the first step in a long road.” of these access negotiations can be protracted
He believes that Ireland can build a successful but there are encouraging signs. The fact that
premium market for beef in the US, just as it we had the Chinese premier here in May with
has in continental Europe and the UK. his minister for agriculture is very encouraging
“It’s a big market and a competitive market and and there is a momentum there.”
all of these things have to develop over time. It’s While Ireland continues to explore new market
14 Issue 5 2015 www.irishfoodmagazine.comfocus
opportunities, Jim says it is important The UK and France remain Ireland’s
to recognise the ongoing importance of leading export markets but growth is
existing markets. being seen in Germany, Belgium, Sweden,
“The UK is a billion-euro market and Denmark and Switzerland.
still taking half of our exports. It is Jim says a really important issue for
still hugely important and with the the future of the sheepmeat industry is
currency environment at the moment recruiting new consumers. “The profile
that is a market that is working in our of consumer tends to be a slightly older
favour. In terms of some of the areas we demographic, so it is a really important
focused on in the past number of years issue, trying to recruit new consumers
in continental Europe, such as Germany to support the future of the industry. We
and the Netherlands, there is still a lot have just kicked off a generic marketing
of promotion going on there and we are campaign that’s funded by the EU to
making progress, there are new accounts grow the consumer base.” Jim says the
being secured and we are adding to our campaign is interesting in terms of
portfolio all the time.” its ability to leverage the resources of
the participating agencies – Bord Bia
Overcoming challenges (Ireland), EBLEX (England) and Interbev
(France) – to market lamb in six European
Irish pigmeat exports increased by
markets. “That is a marketing campaign
3 per cent to €570 million in 2014,
that is focused on younger consumers
despite the challenging market
and attracting them into the category.
environment that came as a result of
The fact that we are able to work with the
Russia’s western food ban. Jim says
promotional agencies in both France and
Irish exports responded very well to
in England, we have come up with a good
that challenge.
campaign.” (see page 20-21 for more)
“Ireland has done well. Figures from the
Jim adds that there is also exciting
first quarter of the year show exports
business for Irish lamb in continental
and throughput have increased, but I
Europe, outside of France which is the
don’t think it will follow through for the
number-one market. “There are some
second half of the year. There was growth
niche meat markets that have been
in the UK and China, continental Europe,
developed in the past few years, that
South Korea and I think it shows the
have seen an acceleration in the added
strength of our industry and the range of
value that we are putting into lamb. The
markets they have been working on over
amount of lamb cuts versus carcass has
the past number of years. We obviously
flipped in the last 10 years and over 65
have the challenge of Russia but they
per cent of exports are in cuts, whereas
have been very responsive in building
the reverse would have been true
business in Asia and in Australia, which
previously.”
has emerged in recent years as an
Furthermore, Jim says, the growth of
opportunity for particular cuts.”
value versus volume is very encouraging.
Furthermore, Bord Bia has worked
“If you were to look at a graph it would
hard on the domestic front through its
be very good in terms of demonstrating
campaigns for Quality Assured bacon,
how value has been added to the category.
ham and pork, which has helped to offset
I think it is around promoting what we
slightly the impact of the Russian ban.
are doing with Quality Assurance, and
the whole Origin Green programme has
Sheepmeat been embraced by the meat sector. The
Irish sheepmeat exports grew by 1 per cent lamb industry would say that it is a big
in value to €218 million in 2014 thanks, benefit in positioning Irish lamb and
in part, to a positive price environment. differentiating it internationally.”
www.irishfoodmagazine.com Issue 5 2015 15focus
ABP completes
€50 million
investment
Taoiseach Enda Kenny launches
the redevelopment of ABP Food
Group’s processing facilities in
Cahir, Co. Tipperary.
ABP Food Group, the largest beef processor in Ireland and the UK, has completed a €50
million investment in its flagship facility in Cahir. It is predicted that over the next five
years the redeveloped facility will contribute €1 billion to the Irish economy
T
he €50 million investment other natural resources, such as oil or coal, Each week, the retail packing facility
by ABP Food Group in we have grass and we are building a great produces 300 tonnes of product, which is
its facilities in Cahir, Co. industry on the back of grass in the areas equivalent to one million packs. It carries
Tipperary comes as part of both beef and dairy. For our industry to out slaughtering and boning activities five
of a larger €100 million survive, it is critical that companies such as days a week, with the packing division
investment, over the past number of years, ABP succeed. It’s against that backdrop that operating seven days a week, delivering a
across all of ABP’s facilities in Ireland. today is very important.” full service to customers in international
Furthermore, the investment in Cahir is markets, ensuring products are prepared
the largest ever investment by an Irish Fully-integrated system and packed to go straight on to shelves in
beef business in a single facility and has European retailers. The site also has the
The redeveloped food processing
delivered a fully-integrated facility to capacity to introduce additional lines to its
plant at Cahir includes an abattoir, a
service ABP’s customers in Ireland and packing division.
deboning facility, a packaging plant and a
across Europe. The Cahir food facility supplies customers
13,000-tonne cold store. Additionally, the
Commenting on the investment, Paul in 15 markets, including Holland, Germany,
redevelopment included the construction of
Spain and Sweden, with over 50 per cent of
Finnerty, CEO ABP Food Group described a gelatine bone chip production unit in the
the product destined for the UK market.
it as the best indicator of its commitment neighbouring animal by-products plant at
to the industry. “The agri-sector is of Cahir. This, according to Paul, is the first of
crucial importance to rural Ireland. It is the its kind to be built in Ireland or the UK and Growing demand
lifeblood and the heartbeat of the rural side the first such facility to be constructed in Earlier this year, ABP became the first Irish
of the country. While other countries have Europe in the past 15 years. company to secure a supply deal in the US,
16 Issue 5 2015 www.irishfoodmagazine.comfocus
Test kitchens
Also in development at the site is a new
test kitchen, which will come onstream
in the coming months. This will be a key
component in the site’s commitment to
ongoing innovation and quality. “You have
to have a little edge on quality,” says Paul.
“That starts with the animal not being
stressed in the lairage and continues to
chilling, how you mature the product and
the type of packaging you use. The test
kitchen is there to continuously test what we
are doing and you just have to have that.”
well-known breed names, they tend to be
Innovating for the future
smaller animals, and they fit well in terms of
the end steak sizes.” The significance of the investment, which
As well as going to retail, ABP supplies was supported by the Department of Jobs
meat products to over 100 Michelin- through Enterprise Ireland, was recognised
by the Taoiseach Enda Kenny who officially
star restaurants across Europe. In June,
launched the redeveloped facility. Speaking
ABP Cahir hosted nine award-winning
at the launch, the Taoiseach said the
international Michelin star chefs
investment, which has created an additional
from France and Belgium. They were
152 jobs in Cahir, is another sign of the
accompanied by journalists from a number
progress, momentum and confidence in
of European publications who were taking
the agri-food industry. “The ABP facilities
part in a Bord Bia itinerary that was
in Cahir, Tipperary, are state-of-the-art,
demonstrating the rigorous sustainability,
reflecting the significant investment made.
traceability and quality control systems in
I’m delighted that Government was able to
Ireland’s food and drink industry.
support this investment, in a collaboration
following US department of agriculture of State and private sectors, which is
(USDA) approval of its Clones facility. Quality supply essential to ensure future growth and
ABP agreed a contract with Sysco Metro Cahir is supplied by almost 3,000 Irish success. The Government, in partnership
New York and Sysco Boston that is initially farmers and has a fully-integrated with industry, recently launched the Food
focusing on supplying beef to steak houses traceability system that operates from farm Wise 2025 plan to grow the agri-food
and restaurants in those markets. When to fork, offering consumers additional industry with a target of 23,000 new jobs
fully implemented, the agreement could confidence in the products they are buying. and €19 billion annual exports by 2025.”
be valued at up to €15 million per year. ABP works with its supply partners in order A study by Oxford Economics and KPMG
Paul says that, in the long term, there is to deliver the best produce for its customers. estimates that the redeveloped ABP
the potential for ABP Cahir to expand its Its partner farms are independently audited facilities will contribute €209 million to
service into the US. However, he adds: “I to the highest standards, and it also works the economy each year. The majority of this
think the bigger opportunity is likely to be with Bord Bia’s Quality Assurance scheme. economic benefit is likely to be in Tipperary
China when that opens up. I think that will At the factory level, ABP has engaged and surrounding counties.
create major opportunities for facilities such with world-renowned doctors of animal “This is a world-class facility serving the
as Cahir.”
science to ensure the best animal handling Irish beef industry Europe-wide. Our
standards are practised at its facilities. investment, the largest ever by an Irish beef
Delivering to specifications Paul says: “We think it is important that business, helps underpin over 600 jobs and
The facility in Cahir produces a whole the area of on-farm efficiency is promoted, contributes to helping deliver on the vision
range of products including beef steaks, as well as efficiency in industry. In that of Food Wise 2025,” said Paul.
diced beef, mince and offal, all of which regard, we are working closely with Teagasc He added: “Today is also about innovating
meet the varying demands of its customers and the Irish Cattle Breeding Federation for the future with the opening of our new
in international markets. Currently, the (ICBF), in particular, in the area of genetics gel bone production plant. This is the first
popular breeds include Hereford and Angus. to improve efficiency on farm.” As well as of its kind in Ireland and the UK and will
“At the moment there is a good demand for its beef production system, ABP Cahir also provide added value opportunities for
traditional breeds like Angus and Hereford, produces a number of pork products, using bovine bones in the pharmaceutical and
for various reasons,” Paul noted. “They are only Bord Bia Quality Assured pork. beauty industries.”
www.irishfoodmagazine.com Issue 5 2015 17focus
Consumers’
taste for
adventure
Consumers increasingly
expect flavours that pack
a punch, and are also on
the look-out for ‘better for
me’ indulgence, according
to Dawn Farms, which
through its innovation
team in Naas, is delivering
product solutions to meet
consumer needs
D
awn Farms has a business-to-
business focus and today is the
leading, dedicated European
supplier of cooked and
fermented meat pizza toppings
and sandwich meats to some of the world’s leading
food companies. Dawn Farms exports 85 per cent of
its output to over 40 countries in the UK, continental
Europe, the Middle East and Africa.
Dawn Farms sees exciting opportunities amidst the
changing consumer landscape. In 2015, according to the
company, there is a growing demand for more adventurous
flavours, as well as new and unusual ingredient combinations.
Conor Cahill, head of science and innovation at Dawn Farm
Foods, says: “We see flavour trends getting bolder, with sweet, spicy
and smoky flavours becoming more popular, with greater use of meats
such as chorizo, jalapeno pepperoni, bbq pulled pork, as well as peppers,
chillies, and sauces that add another flavour dimension.” Furthermore,
Conor highlights a move towards more taste fusions, with consumers more
open to mixing cuisine experiences, such as Mexican and Korean.
Cross-over trends
Conor says there is evidence of food trends crossing over from sandwiches
to pizza with, for example, the iconic Philly Cheesesteak now available as
a pizza option. “Pizza Hut UK now has a Philly Cheesesteak with shaved
steak, caramelised onions and green peppers on a creamy base.” According
to Conor, beef pizza toppings such as spicy beef crumbles, brisket and salt
18 Issue 5 2015 www.irishfoodmagazine.comfocus
beef have enjoyed a revival over the past and 2014. “Spicier sauces, which are often committed to sourcing ingredients more
12 months, featuring a lot more frequently tomato-based, can either enhance the sustainably, by removing palm oil from
on UK menus in Q1 2015 compared to Q1 mild kick provided by spicy meats such as its products, switching to free-range eggs
2014 (Technomic Menumonitor). pepperoni and chorizo, or create a more and employing a policy not to source from
Furthermore, pork also gained popularity flavoursome platform for milder meat areas subject to deforestation.
in sandwiches during 2014, and Conor ingredients such as chicken. Flavoured
believes that this will filter through to chicken such as tikka, tandoori, Mexican, Versatility
pizzas. “Demand for bacon has never been or Moroccan chicken can bring a
Dawn Farms has also seen pizza move
higher and, in 2015, smoky flavours are completely new dimension to pizzas.”
from just being an evening occasion
predicted to remain on trend. The pulled
towards an all-day snacking opportunity,
meats trend is making gradual inroads to Indulgent health creating greater demand for portable
pizza in both foodservice and retail, for
Dawn Farms says pizza continues to be a pizza snacks. Conor notes that in the
example with Asda’s New York Pulled Beef
popular indulgent treat that is affordable US, breakfast pizzas are a growth sector;
Pizza in Bourbon BBQ sauce, and Carolina
and perfect for sharing. However, it faces however, this trend is yet to take off
BBQ Pulled Pork Pizza. Pulled ham hock is
a challenge as consumers become more in Europe. Consumers also want to
also in greater demand because of its rustic be able to manage portion sizes. “We
conscious of healthy eating messages. This
appearance and generous coverage.” believe this is a long-term trend, which
challenge is a new opportunity, according
In addition, there has been an increase in suggests that on a retail level we should
to Dawn Farms, which says there is the
demand for pancetta and prosciutto on start seeing a greater variety of portion
potential to deliver more versatile meal
pizza menus over the last five years, which sizes in meal solutions, for example,
solutions that offer consumers healthier
indicates, according to Conor, a move to allowing consumers to mix and match,”
choices using high-quality ingredients and
more gourmet, speciality pizzas. says Conor. Evidence of this includes
address issues such as portion control.
Meanwhile, Dawn Farms believes that Pizza Hut US testing Skinny Slice pizzas,
Evidence of this can be seen in some of the
there could be untapped potential for lamb which feature smaller portions of lower
innovations already on the market, including
as a pizza topping. Although it does not calorie, hand-tossed pizzas made with less
cauliflower pizza bases, fresh herbs,
currently feature strongly, Dawn Farms has dough. Additionally, Tesco and Asda have
wholegrain crusts and the addition of seeds
recognised a growing popularity for lamb introduced pizza slices to their chilled
to bases. Chicken tends to be the popular
options in Middle Eastern themed-dishes ranges while Green Isle’s Pizza Melt fits in
choice for healthier pizza options, however
such as flatbreads, and believes this could with the growing hot sandwich category.
other lean meats can also add flavour and
indicate a cross-over opportunity for pizza.
interest, working well with low-fat cheeses or
lighter base sauces such as crème fraîche or Staying ahead of game
Appetite for spice butternut squash. Conor notes that Mintel As the consumer landscape continues
One pizza topping that packs a flavour research forecasts strong growth in free-from to evolve, Dawn Farms is committed to
punch is chorizo – by far the fastest-growing pizza options, reflecting the growth of free- delivering new product solutions that
meat ingredient in terms of its inclusion from options in other categories. meet the needs of its customers. It has
on menus, says Conor. He suggests this is Dawn Farms is making progress on its a well-established, bespoke stage-gate
down to its versatility in various cuisines commitment to making its products innovation process called NECTAR
from American to Mediterranean, and the healthier as part of its targets as set out (which stands for: need, explore,
fact it is an excellent accompaniment to in Origin Green, Ireland’s nationwide create, test, action, review) that assists
chicken. Furthermore, Conor says chorizo sustainability programme. By targeting its science and innovation team to
has benefited hugely from the enduring the Food Safety Authority of Ireland convert ideas quickly and efficiently into
popularity of pepperoni as a pizza topping. (FSA) guidelines, Dawn Farms has winning products.
Pepperoni continues to be the most popular significantly reduced the amount of salt The science and innovation team at
pizza topping, with chicken and ham in its products. In addition, no products Dawn Farms comprises over 20 food
following suit and salami also in the top contain artificial colours, MSG or added scientists, technologists, food innovators
10. To ensure pepperoni remains relevant hydrogenated fats and the majority can and culinary and process experts, whose
to young adults with spicier palates than carry the nutrition claim of ‘low sugar’, goal is to provide practical and customer-
previous generations, Dawn Farms has containing less than 5g of sugar per 100g. relevant value-added new product
developed a range of chilli pepperonis, Furthermore, all Dawn Farms’ products development services.
incorporating green jalapeno and chipotle, are produced in a nut-free facility. Dawn Farms describes innovation as a
for example. Also under the Origin Green initiative, key part of the company’s philosophy
Sauces also present an opportunity for since 2011 Dawn Farms has delivered for excellence. It constantly researches
innovation and taste delivery; according relative energy and water reductions of 30 emerging global and local trends to
to Technomic data, spicy sauces such as per cent and relative carbon reductions of identify the ‘next big thing’ in order
peri peri and kimchi grew in popularity 20 per cent. In 2014, the company achieved to leverage this to create outstanding
on menus by 75 per cent between 2012 zero waste to landfill status and it has products for its customers.
www.irishfoodmagazine.com Issue 5 2015 19focus
All in the mix
Bord Bia (the Irish Food Board) works closely with sheepmeat producers in Ireland
to ensure the sector delivers the right product mix to international consumers
O
ptimising the of initiatives to optimise the final product day a series of butchering demonstrations
sheepmeat product delivered to the international consumer. illustrated the various cuts that are
mix is a key focus for “One of the key things within Bord derived from the ideal, over-weight and
Bord Bia. The Board Bia’s raison d’être is to communicate to under-finished carcasses. This part of the
has been advising farmers what market requirements are,” programme provides a very clear and visual
sheepmeat producers on how to deliver Declan says. “With a stronger emphasis demonstration on why the ideal carcass
products that meet international market now on exporting boneless product, specification is the preferred choice.
specifications with a series of activities, getting the ideal carcass specification is “It’s critical for us to communicate to
including seminars, workshops and visits of the utmost importance. We have run farmers the importance of the ideal carcass
to a high-performance sheep research a series of demonstrations to explain and specification, and to articulate and illustrate
demonstration farm. underline the importance of selecting the way the end consumer looks at the
Bord Bia’s demonstrations and lambs for slaughter. The key is to produce product.”
workshops offer guidance to sheep and sell the type of lambs buyers want.
farmers on selecting lambs for slaughter; Hence, part of the demonstrations
A strong Irish sheep sector
on ideal, under-finished and over-weight focus on selecting lambs, so weight,
conformation and fat score are key.” There are four key priority areas
or over-fat carcasses; and on butchering
Bord Bia gave a number of presentations underpinning Bord Bia’s plans for the
and even cooking of the product. The
objective of the workshops is to explain at a recent high-profile sheep open day success of the Irish sheep sector, according
and illustrate the importance of the organised by Teagasc, the national body to Declan. One is delivering a product that
ideal carcass specification and how it that provides integrated research, meets market requirements. The others are
influences the final cuts as they are advisory and training promotions, market access
presented in retail packs and into services to the and sustainability.
the foodservice. agriculture and In response to growing
Declan Fennell is sheep meat food industry. concerns around
sector manager at Bord Bia. “Bord Bia had the decline in both
He told Irishfood that Bord a display of sheepmeat production
Bia has taken lamb carcasses and consumption,
a number on show and which have fallen by
throughout the almost 25 per cent in
Declan Fennell, Bord Bia sector manager
for sheep, discussing the importance of the
ideal carcass specification with Pat Conway,
chef and craft butcher from Galway Mayo
Institute of Technology, at the Sheep 2015
open day in Athenry, Galway.
20 Issue 5 2015 www.irishfoodmagazine.comfocus
Declan says. “Our ambition is to grow that
Irish sheep sector
and continue to drive it, and in the past
two years we’ve seen a big uptake in terms
of the Quality Assurance scheme on lamb.
2014 vs 2010 Ninety-six per cent of the lamb that you
will see in an Irish retailer is carrying the
7% 3.12 3.33
Bord Bia Quality Assurance mark, so there’s
The national a big endorsement and big support from
sheep flock has from m to m the retail point of view and also from the
increased by (source: CSO, December Livestock Survey) consumer point of view.
“Bord Bia continues to encourage more
2.12
22% 2.6
Production throughput m to producers to join the scheme. Having an
even higher proportion of animals coming
at Irish processor level from
has increased by m from Quality-Assured farms will allow us
to further strengthen and underpin Bord
(source: DAFM)
Bia Quality-Assured lamb at retail level, a
8% €4.39
Average sheep to business which is worth more than €97
€4.75
prices have million.”
from
increased by c/kg
(source: DAFM) Value growing faster than
volume
Exports have delivered double-digit growth (source: GTIS/Bord Bia)
The value of Irish sheep exports is growing
Value up Volume up at a faster rate than volume, mainly due
€160m 35,000
36% to €218m 31
from from to the shift away from trading in carcasses
% to 46,000tonnes
towards developing value-added and
primal-cut products, which offers greater
scope to optimise the product and market
The value of Irish sheep exports are growing at a faster rate than volume due to
mix, Declan says.
the shift away from trading in carcasses towards developing value added/primal “A big development we’ve seen over the
products, which offers greater scope to optimise the product and market mix. past number of years is that Ireland’s
product mix has changed. Historically, we
were significant exporters of carcasses into
Europe since 2000, the EU Commission communications, work with food bloggers
European markets; now the movement
agreed in July 2013 to include sheep meat and journalists, in-store merchandising,
has gone towards breaking the carcass out
as an eligible product for support under the radio, incentives for butchers and print
here in Ireland. Irish lamb exporters have
Generic EU Co-Funding of Food Products. advertising. Highlighting the importance
made significant investments in product
Following a successful bid for funding of European lamb production and its
and process innovation and this has enabled
under this scheme, Bord Bia, together versatility as an every-day meat, the
them to add value to the carcass and deliver
with its counterparts in France and the campaign will run over three years (2015-
a customised product for different markets
UK, is coordinating the implementation 17) and command a total investment of
of a generic lamb promotional campaign and customers.
€7.7 million.
across a total of six EU markets, to include “By optimising the product mix and
Ireland, France and England as well as the market mix, we’re delivering service
Sustaining growth solutions to the customer, allowing us to
Belgium, Germany and Denmark, which
have been identified as having significant Sustainability remains a key component go directly into a retailer in Germany, for
growth potential. in the Irish food export offering. Bord example, or a cash and carry in Sweden, and
Earlier this summer, Bord Bia, together Bia’s Origin Green programme, the deliver exactly what they need. It also creates
with Interbev and the Agriculture and only agricultural and food sustainability an opportunity for exporters to reinforce
Horticulture Development Board (AHDB), programme in the world that operates their proposition and to put a branded
coordinated a series of press launches in on a national scale, uniting Government, identity behind it.”
Dublin, Düsseldorf, London and Paris to farmers and food producers, remains central The fact that value is growing faster than
mark the official launch of the ‘Lamb – to Ireland’s reputation as a food exporter, volume, Declan explains, is a reflection that
Tasty, Easy Fun’ campaign. as does producer participation in Quality the proposition Ireland is putting in today
The new EU generic lamb promotion Assurance schemes. is of higher value than in the past. The
campaign will focus on the 25-45-year- “We have over 12,500 farmers in the Quality sheepmeat sector looks set to continue to
old age group and encompass online Assurance scheme within the lamb sector,” evolve, innovate and grow.
www.irishfoodmagazine.com Issue 5 2015 21focus
Driving Innovation
Enterprise Ireland’s Strategy to 2016 aims to grow exports by €5 billion and
deliver an additional 40,000 new jobs. Enterprise Ireland has clearly identified
innovation as one of the keys to achieving these ambitions
D
rawing from decades industrialisation of the developed world, a Ireland supports. We can achieve this by
of collective experience raw-material competitive advantage. This ensuring our clients deepen their innovation
within the agency and its comes at a time when pressure is mounting to by building their in-company capacity and
stakeholders, the strategy deliver traceable, sustainable and safe food. capability, by collaborating with the right
falls under four key Additionally, he notes: “Ireland’s food sector partners, particularly the technology centres,
pillars: start, innovate, scale and grow. The is globally unique in having the benefit of and by gainfully accessing the knowledge
innovate pillar aims to shape and develop joined-up thinking between all stakeholders, and expertise of third-level research, both in
Ireland’s market-driven research and which is reflected in the recently launched Ireland and overseas,” says John.
development capabilities to meet exacting Department of Agriculture, Food and the He explains that Ireland has key scientific
business needs. Marine sector strategy Food Wise 2025.” competencies in areas such as: food-
This represents all of the stakeholders for-health; sustainable food production
from producers, processors and retailers, and processing; and manufacturing
Innovation for growth competitiveness, as well as enablers such as:
right through to the relevant Government
Enterprise Ireland sees innovation as data analytics management; security and
departments and agencies as well as academic
a customer-centric, systematic way of privacy; and innovation in services and
institutions, providing the Irish agri-food
delivering a new product or service to the business. Furthermore, the food sector is
industry with a solid roadmap for growth. A
market. “It results in a better product offer, fortunate to be served by two technology
key element of that roadmap is innovation.
with the benefits being better understood by centres. Technology centres are independent
more people, costing less and delivered to collaborative entities that are established
more people in more markets. This results in Funding research and and championed by industry. The central
improved profitability and competitiveness,” development objective of the technology centre initiative is
says Dr John Colreavy, senior development Trends indicate that companies who invest to achieve competitive advantage for industry
advisor, primary meats department, food in R&D enjoy greater profitability and in Ireland by accessing the innovative
division, Enterprise Ireland. increased employment. Enterprise Ireland, as capacity of the research community. A
“We know from our own historical data, a major contributor of State research funding, technology centre is resourced by highly
corroborated by international research, that aims to maximise the return from the State qualified researchers who are associated with
companies are more likely to survive if they investments for the benefit of its clients. research institutions and are empowered to
are innovative.” “We continue to influence the food and undertake market-focused applied research
In the case of the food sector, John says beverage companies to engage in R&D and for the benefit of, and with direct relevance
Ireland has, for the first time since the make use of the appropriate Enterprise to, industry. Technology centres should,
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