Meat Strategy Market Implementation. Michael Murphy Director of Markets

Transcription

1 Meat Strategy Market Implementation Michael Murphy Director of Markets

2 Presentation Outline Market Implications of Pigmeat Recall Market Reassurance & Recovery 2009 Market Highlights 2008 Sector Strategy Implementation 2009 Beef Pigmeat Sheepmeat Markets Resources at your Disposal

3 Pigmeat Recall Media Coverage by Country

4 Pigmeat Recall Coverage Schedule Media Coverage by Market (No. of articles) Rest of world Asia Russia Italy Germany France Benelux Iberia UK North America 10 Eastern Europe 0 Sat 6th Sun 7th Mon 8th Tues 9th Wed 10th Thurs 11th Fri 12th Sat 13th Sun 14th Mon 15th

5 Irish Market Phase 1 Response to Recall Requirement to restore consumer confidence in Irish pork & bacon on domestic market Label developed Over 6 million labels sent to 38 approved processors & packers 400,000 labels & 450 information notices sent to 90 approved butchers & 110 smaller processors Full page public announcements in 11 national papers TV, radio & poster advertisements Consumer confidence returned quickly

6 Irish Market Phase 2 Quality Mark Campaign (February 2009) Refocusing on Bord Bia Quality Mark Impactful & Integrated Aim to increase consumption of pork & bacon with the Mark and increase loyalty & understanding Advertisements in national press Chef endorsements across TV & radio programmes & food columns 120 billboards, 600,000 recipes leaflets Online activities on recipe & new media sites Concept being tested in groups

7 Pigmeat Exports Trade Situation Recall & Compensation Challenging Britain Trade beginning to recover Continental Europe Variable reaction, limited trade so far International Japan & US opened for trade Hong Kong & Singapore hopeful China, Russia and South Korea market access issues

8 Beef Exports Trade Situation Impact limited to small number of markets Initial concerns satisfied with information Italy Veterinary dioxin testing lifted Retail accounts returning Poland & Germany Initial veterinary problems resolved Trade recovery Offal/Tripe cert from period to be resolved Russia Beef implicated by Consumer Association Detailed information supplied to veterinary department

9 Market Reassurance & Recovery Campaign Elements already underway include; Direct contact, Presentations to customers, Irish Health Control Seminars particularly in Asian markets, Bilateral Veterinary meetings in key markets (with an Irish press statement expressing the satisfaction of the veterinary authority with Irish product issued afterwards), and Placing of articles in trade press from relevant experts such as Dr. Patrick Wall on the exemplary way Irish authorities dealt with recall and any risk to human health. Bord Bia will work very closely with the Department of Agriculture, Fisheries and Food in implementation and would be guided by Irish suppliers with regard to the application of the campaign by market and customer.

10 Market Highlights 2008

11 Retail Customers Irish Beef

12 Beef Premium Launches New Business (5) New Premium Business (24) Italy 3 new premium retail listings Britain France & Belgium Germany & E. Europe 1 new foodservice account 2 new retail accounts 2 new foodservice accounts 2 new premium foodservice listings 3 new premium retail listings 2 new premium retail listings 2 new premium foodservice listings Netherlands Spain & Portugal 3 new premium retail listings 3 new premium retail listing 3 new premium foodservice listings Scandinavia 3 new premium retail listings

13 UK Consumer Campaign Autumn 2008 Full page colour insertions within weekend supplements Increase awareness amongst target market of a natural alternative to both British beef and expensive organic beef varieties Association with relevant editorial creating greater impact of awareness; Observer Food Monthly, BBC Good Food, Delicious, Independent, Times etc Weekend focus ensures lifestyle/ food passive research mindset

14 Irish Beef On-Pack Promotional Label Fully Integrated Campaign with lifestyle magazines supported with; Instore On-pack 1 million labels Food media launch Online Media

15 Image Development Chefs Irish Beef Club Dutch Recipe Booklet Retention of 600,000 copies 32% of respondents still had the magazines 118,500 magazines Usage 50% of readers used at least one recipe from the magazine Propensity to buy Irish beef was used in 50% of the recipes On-line Consumer Tracking Research

16 Image Development Blogging France Irish Beef Blogging Event 8 Influential Bloggers 6 Articles/Opinions published to date with photos on 27,300 consumers have read the Irish beef articles Cost minimal; per consumer 0.06

17 Category Management & Merchandising Albert Heijn Category Management Project Greenfields Working Group Suppliers Bennett Merchandising Project Coop Italia Merchandising Project

18 Sheepmeat Diversification Metro Stand at Intermeat, Dusseldorf Premium lamb in Carrefour Belgium

19 Generic Promotion Campaign Output & Reach articles published 111 radio & 2 TV features 220,000 hits on 3.6m On-Pack Stickers 3000 posters 510,000 recipe leaflets Bord Bia Generic promotion in Auchan, Carrefour, Casino, Cora, Intermarché, Leclerc, Metro and Système-U

20 Irish Market Programmes 2008 Investment of over 2.5 m 6 major campaigns for beef, pigmeat and lamb - TV, radio, outdoor, press, PR, instore & online activities To increase market share of meat with Bord Bia Quality Mark in domestic market 79% of consumers aware of Bord Bia Quality Mark Of these, over 80% more likely to buy meat with Quality Mark (Source: Millward Brown, May 2008)

21 Sector Strategies & Plans for 2009

22 Pigmeat Strategy 1. Maximise returns on Home market Displace imports, especially in Retail Build consumer bond & loyalty to Irish Pork and Bacon 2. Secure good customers in UK Retail & foodservice 3. Secure more (International) markets for offal and special cuts Market Access Program with DAFF Help exporters secure new customers in new markets.

23 Sheepmeat Strategy Maximise returns on Home market Displace imports Build consumer bond & loyalty to Irish Lamb, using QAS Increase consumption Assist Exporters in Diversifying into new markets / niches More balance in export markets / reduce dependence on France Generic Lamb Promotion Agneau Presto 3 year plan French Promotions - more with Customers buying directly

24 Beef Strategy Improving Returns Move 60,000 tonnes to higher value Channels

25 2009 Meat Budgets Overall Meat Budget at 9.8 million, marginally down on 2008 Markets expenditure of 6.2 million planned Balance includes quality assurance, research, trade fairs, trade marketing and brand/packing development Principal Market Allocations Beef: Italy, Britain & Holland Pigmeat: Ireland, Russia, Asia & Britain Sheepmeat: Ireland, France & Northern Europe

26 Trade Fairs & Events 2009 Event Date Location Sirha February Lyon Gulfood February Dubai SIAL China July Shanghai Anuga October Cologne Food & Drink Industry Awards September (TBC) Dublin Food & Drink Industry Day November (TBC) Dublin Bloom (Sponsorship Opportunities) May/June Dublin

27 Market Access Programme Asia Market Programme Supported under EU Promotional Fund Focused on access for Pigmeat & Beef Offal to Japan and China Opportunity on beef alone could increase output value by 30 million annually Programme involves Trade Fairs Seminars Opinion formers inward visits Media

28 Innovation REPS Irish Beef Concept

29 Ireland Foodservice Programme

30 Irish Market Promotional Calendar 2009

31 Market Resources at Your Disposal

32 Increased Market Reach

33 Increased Service Provisions Activity Summary Jan-Dec 2008 Month Buyer Meetings/ Presentations Buyer Enquiries Client Meetings Client Enquiries Services Buyers No.s Visits or Events Journalists No.s Visits or Events Jan Feb (incl. Marketplace) 1 March April May June (incl. EMF) 19 (incl. EMF & Bloom) July August Sept Oct (incl. Marketplace) 2 Nov Dec Total

34 Summary The Industry continues to move forward, The Industry has a strategy, Hit by a missile but shown resilience With refinements still on course The Industry has dedicated resource in Bord Bia, and The Industry has a globally scarce product.

35 World Population