Meat & Livestock Strategy, Plans & Programmes 2013

Transcription

1 Meat & Livestock Strategy, Plans & Programmes 2013 Jim O Toole 11 th January 2013 AIDAN COTTER CHIEF EXECUTIVE BORD BIA 28 JANUARY 2009

2 Meat & Livestock Exports M (e) % Change Total Meat & Livestock 2,862 2,987 +4% % Change in exports, 2012 vs performance driven by: 20 Stronger pigmeat, sheepmeat, beef and live animals 15 Tight EU meat supplies helping to offset weak demand for red meat Slower international trade as year progressed 10 Prospects for 2013: Higher beef export volumes but little change in EU 2 supplies Feed prices a major issue for pigs & poultry, although price prospects good -5 Weak European consumer demand to remain Pigmeat Sheepmeat Live Animals Beef Poultry -1

3 Pigmeat Lower production, EU and main exporters Record high prices Strong demand in export markets Sheepmeat Beef Consumption holding steady promotions key UK hogget supplies picking up in Q1 New Zealand production up though prices easing Production declines to create import opportunities in Fr, It, UK & Nl Global beef exports have declined but are likely to increase again by 2020 Strongest international Import growth will be focussed on emerging and developing markets

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7 Over 50 Top Chefs in Belgium, France, Germany, Netherlands and Switzerland

8 Provenance & Transparency McDonald s Angus Premium Deluxe, Argentina Victor Churchill offers theatrical meat displays and classes, Australia Jamie Oliver s Recipease stores in Britain offer lessons on how to cook meats (plus other skills) at its in-store kitchens. Four N Twenty Angus Beef pie, Australia La Cabaña restaurant offers courses teaching consumers how to prepare proper asados (barbecues). Consumers learn about tradition, culture and the different techniques for cooking asados, Argentina

9 93% of Consumers Aware of Quality Mark Consumer Awareness of the Quality Mark

10 % of Retail Facings of Meat with Quality Mark Source: Bord Bia Retail Audit

11 Quality Mark Affinity Segments Base: All Adults N=1,001 Sept 2012 % April 2012 % April 2011 % Nov 2010 % Enthusiasts (634,000) Waiverers Sceptics Continue to (741,000) increase number of consumers only buying food with the Bord Bia Quality Mark Level of Loyalty to Quality Mark - Increase number of 'Waiverers - from 19% to 35% (1,225,000) - Increase number of 'Enthusiasts - from 19% to 28% Rejectors (992,000) QM Affinity profile very consistent in Percentage of QM Enthusiasts has tripled since November 2010, driven by QM Communications Bord Bia, The Futures Company 11 Q.6 And which of these statements best describes your view of the Bord Bia Quality Mark?

12 Britain Irishbeef.co.uk Grasstronomy Fresh Clippings Newsletter Social Media Networking On Pack Promotion Support premium accounts

13 Essen und Trinken

14 Power of animal welfare NGO s in Holland Consumers Hot topic, but limited interest Media (NGOs) - Hyped & negative reporting Trade -Animal welfare credentials are a key concern

15 Italy Consumer Research Develop Promotional Strategy (Media, In-Store, PR) Prioritising Customers identifying Irish Beef Trade & Consumer Events

16 USA Market Entry Strategy for Beef & Lamb Prioritisation of Segments Identify optimum Route to Market

17 The Culinary Olympics January 2013 Lyon, France Irish Beef the choice of Meat 3 New Chapters Spain/Italy/Nordic 80+ Member Chefs

18 Growing lamb consumption in France Opinion Leaders Consumer Promotions Trade Promotions Internet

19 Lamb Campaign 2013

20 Developing High Value Markets

21 Pigmeat home market promotions

22 International markets

23 Trade Shows Fair Date Location Sirha January Lyon, France Prodexpo February Moscow, Russia Biofach February Nurnberg, Germany Gulfood February Dubai, UAE MDD 9-10 April Paris, France Tuttofood May Milan, Italy Sial China 7-9 May Shanghai, China CIMIE tbc Beijing, China Anuga 8 12 October Cologne, Germany

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25 Premiumisation & Differentiation Higher returns & improved position Premium Retail & Foodservice Standard Retail Customisation for Manufacture New Opportunities Defend Home Market Build consumer awareness of Ireland as a source of premium beef Production to each exact specification, matching supplies to market demand

26 Irish R3 Steer as % of EU Average IR as % of EU 100% 80% 60% 40% 20% 0%

27 Irish R3 Steer as % of UK R3 Steer IR as % of UK 100% 80% 60% 40% 20% 0%

28 400 EU R3 Male Cattle Prices c/kg excl VAT Jan '07 Jul '07 Jan '08 Jul '08 Jan '09 Jul '09 Jan '10 Jul '10 Jan '11 Jul '11 Jan '12 Jul '12

29 Future Production 000 head 2,400 Irish Cow Numbers & Calf Births 2,350 2,200 Calf Births 2,000 1,800 1,600 1,400 1,350 Dairy Cows 1,200 1,000 1,150 Suckler Cows 800 Source: Beef Activation Group / Bord Bia

30 Total Cattle Throughput - Export Plants ( 000 head) 1,800 1,600 1,400 1,200 1,380 1,520 1,630 1,700 1,730 1,750 1, DAFM / *Estimates & Forecasts: Bord Bia

31 Irish Beef Sector Strengths Weaknesses Sustainability Fundamentals Quality Assurance Exports Portfolio Supply Capability Efficient production & processing Eating Quality Opportunities Poor Profitability (esp. Suckler Beef) Increasing Dairy Herd Farm Structure Seasonality Threats Decreasing EU Supply Increasing Global D for Protein Proximity of EU Market South American Expansion Price Volatility (products & inputs) National Preference Image of Beef (v other protein) Policy (CAP; WTO; GHG)

32 Targets being set by companies Energy Emissions Waste Water 20% reduction in energy by 2015 Anaerobic digester by % reduction over next three years 30% reduction by 2020 Zero waste to landfill by % reduction in waste to landfill due to increased recycling 20% reduction by 2015 Implementation of rainwater harvesting by 2014 Biodiversity Welfare Social Implement biodiversity register and species enhancement programme by 2015 Advice and feedback programme to farmer suppliers on welfare initiatives Reduce salt content of products by 15% by end of 2013 Removal of artificial colourings Develop and implement Health & Nutrition Policy from 2013.

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35 Meat & Livestock Strategy, Plans & Programmes 2013 All speaker presentations from the Meat Market Prospects Seminar 2013 will be available at: From 5pm Friday 11 th of January. Jim O Toole 11 th January 2013 AIDAN COTTER CHIEF EXECUTIVE BORD BIA 28 JANUARY 2009