Meat Marketing Strategy 2019-2023 Growing the the success of of Irish Irish food food & & horticulture
Outline Current distribution of exports Strategic goals Delivering on these goals Next steps
Irish Beef Export Analysis
Markets by Cut Type 600,000 500,000 400,000 300,000 200,000 100,000 0 Irish Beef Exports (t CWE) by Cut Type (2013 2017) 2013 2014 2015 2016 2017 Forequarter Round Cuts Steak Cuts Carcase
Market Channels 600,000 500,000 400,000 300,000 200,000 100,000 0 Irish Beef Exports (t CWE) by Market Channel (2013 2017) 2013 2014 2015 2016 2017 Retail Wholesale / Foodservice Manufacturing
Market Channels Irish Beef Exports Analysis by Market Channel (2017) UK Continental EU 3 rd Country Markets 32% 22% 281,285 46% 27% 34% 242,349 39% 13 % 5% 33,175 82 % Wholesale/ Foodservice Manufacturing Retail
Challenges & Opportunities facing the sector Challenges Meat free Environmental challenges Animal Welfare/AMR Misleading facts Standing out from the competition Potential for EU/Mercusor deal Grass fed Health Premium Opportunities Responsible production Growing import demand in emerging regions
Meat Marketing Strategy Development
Sector Specific Strategy driven by global & local trends Beef Pigmeat Meat Marketing Strategy Lamb Poultry Stakeholder Engagement throughout the process Global Meat Ireland Farming Trends & Sector Needs
Key Strategic Goals DRIVE VOLUME AND VALUE GROWTH GROW SHARE IN PRIORITY MARKETS INCREASE PARTNERSHIPS WITH KEY ACCOUNTS GLOBALLY DIFFERENTIATE IRISH MEAT THROUGH ROBUST PROOF POINTS GROW AWARENESS AND PREFERENCE FOR IRISH MEAT IN TARGET MARKETS 01 02 03 04 05 Beef 2023 Export volume of 600,000 Tonnes and Value of 2.75 Billion Sheepmeat 2023 Export volume of 67,000 Tonnes and Value of 350 million Pigmeat 2023 Home & Export volume growth of 40,000 Tonnes & value growth of 25% Poultry 2023 Home & Export volume growth of 31,000 tonnes & value growth of 20%
Meat Strategy reflects Bord Bia s revised Statement of Strategy 07 World Leading Talent 01 Diversified Growth 02 Prioritise & Focus Our Principles 06 Insight Led Growth Relevance Focus Agility 03 Sector Partnership s and RTM Differentiated 05 & Unique Positioning 04 Proof Points
Diversified Market Growth Provide Insight to help identify & understand potential new markets Support clients build on the ground understanding & relationship building World Leading Talent Diversified Growth 07 Invest in Bord 02 Bia s footprint in selected international markets Diversify within existing markets across channels & product range 03 Insight Led Growth Differentiated & Unique Positioning Proof Points 05 Assist DAFM in market access efforts Targeted Insight investment in market channels & segments in more established markets Drive Preference for Q Mark in Irish Foodservice Over 75% of export volume growth to International markets
Prioritising & focusing market investment Markets assessed in terms of current opportunities & future potential Markets further categorised in terms of level of support envisaged World Leading Talent Diversified Growth 07 02 Aim is to deliver a more focused approach Emphasis on delivering the greatest impact from our resources 03 Insight Led Growth Differentiated & Unique Positioning Proof Points 05
Market Focus Established Markets New Markets High Priority Deliver market growth and higher levels of sales and drive preference for Irish Meat Focused Support Specific Marketing Strategy to be agreed with Industry Toolkit Support & In Market Activation Marketing Toolkit and Training from a B2B and B2C perspective High Priority Establish awareness of distinctiveness of Irish Meat, gain access in some cases Focused Support Marketing Toolkit and Training from a B2B and B2C perspective Toolkit Support & In Market Activation Marketing Toolkit and Training from a B2B and B2C perspective Germany Italy Netherlands Ireland UK Nordics Sweden Spain & France Portugal, Eastern Europe Philippines North America China Hong Kong Japan Switzerland Belgium UAE Singapore SEA Africa Mexico South Korea Iran Chile Malaysia Vietnam Thailand German Belgium Sweden/Denmark France Ireland UK Italy Canada Middle East Eastern Europe Spain Portugal USA China Japan Switzerland Norway Hong Kong Singapore UAE SEA Africa Iran Vietnam Ireland China South Korea Philippines Vietnam UK Europe Mexico Ukraine Japan Australia US Other SEA Ireland UK Other EU China South Korea France South Africa Other Asia Other Africa
Potential market distribution by 2023 280T(0) 30T(0) UK 10.5T(.8) 9T(2.5) Rest of EU 251T(22.7) 46.3T(5.8) 32T(2) 7.5T(1.2) Key Target CWE 000T(Increase / Decrease In Annual Tonnage by 2023) Ireland 91.5 T(1.5) 154T(7) 14.5T(.85) 147T(28) Non-EU Markets 42T(22) 135T(31) 7T(4.6) 18T(5)
Enhanced partnership in the marketplace Work closely with DAFM to optimise trade missions to emerging markets Facilitate industry missions to help identify opportunities World Leading Talent Diversified Growth 07 02 Provide tailored on the ground services to assist clients Partner more closely with key customers 03 Insight Led Growth Differentiated & Unique Positioning Proof Points 05 Facilitate up to 4 Ministerial Trade Missions annually 2 Market Missions by species every year Invest in local market expertise to boost Bord Bia presence & network in new markets Partner with up to 15 key customers in priority markets annually Tailored Customer Engagement events & Worskhops
Develop Proof Points to differentiate & protect Irish Meat Utilise Insights to explore and inform potential proof points across markets World Leading Talent Diversified Growth 07 Leverage Origin Green infrastructure to deliver verification/certification 02 Engage with customers to build awareness of Ireland s credentials Start with grass fed 03 Insight Led Growth Differentiated & Unique Positioning Proof Points 05 Work with all stakeholders to boost participation in Assurance Schemes/ Origin Green Identify mechanisms to deliver proof points around grass, welfare and health Targeted communications of proof points through Origin Green in relevant markets
Establish a unique, differentiated position for Irish meat with trade customers & consumers Create a central global meat communications proposition built on proof points that can be adapted by region/market World Leading Talent Diversified Growth 07 In partnership with suppliers increase engagement and investment with key customers to help drive a preference for Irish meat 02 Grow Awareness & Preference for Irish beef and lamb by 5% in target markets 03 Insight Led Growth Grow Preference for QA pigmeat and poultry in Irish foodservice Differentiated & Unique Positioning Proof Points Develop targeted consumer and trade campaigns for Suckler Beef supported by insights and potential EU funding
Insight Driven Approach to Food Brand Ireland 13 Priority Markets >22,000 consumers >50 focus groups >60 customer interviews
BRAND MODEL JOURNEY >50 Proof Points 1 2 3 4 5 GRASSFED HEALTHY ANIMAL WELFARE QUALITY SAFETY
FOOD BRAND IRELAND BRAND MODEL
FOOD BRAND IRELAND BRAND MODEL
FOOD BRAND IRELAND BRAND MODEL
Rating each attribute D 178 Desire (D) score = Consumer Desirability V 106 Value (V) score = Willingness To Pay More C 90 Connection (C) score = Association with IRELAND
Using Insights to drive growth World Leading Talent Diversified Growth 07 Accelerate the delivery of tailored research to support companies on a one to one basis 02 Reinforced emphasis on capturing and sharing insights from key markets on an ongoing basis 03 Insight Led Growth Greater emphasis on specific channels/regions within markets Differentiated & Unique Positioning Proof Points 05 Focus areas guided by industry
Next Steps.. Ongoing engagement with key stakeholders Implementation plan in development Allocate budget based on priorities Ongoing review in the context of Brexit
Meat Marketing Strategy 2019-2023 Growing the the success of of Irish Irish food food & & horticulture