Bord Bia Meat Market Development &
Promotional Programmes
Michael Murphy
Director of Markets
Presentation Outline
•
Marketing Environment Context
•
Market Highlights 2009
•
Strategy Implementation 2010
– Beef
– Pork & Bacon
– Lamb
– Q-Mark Ireland
– Other Programmes
•
Market Resources at your Disposal
GDP Growth in Major Meat Markets
Significant declines in nearly all
2008 %
2009(f) %
World
3.0
-1.1
USA
0.4
-2.7
China
9.0
8.5
Japan
-0.7
-5.4
Russia
5.6
-7.5
Eurozone
0.6
-4.2
UK
0.7
-4.4
Germany
1.2
-5.3
France
0.3
-2.4
Italy
-1.0
-5.1
Netherlands
2.0
-4.2
Ireland
-3.0
-7.5
Source: IMF World Economic Outlook October 2009
Today’s Consumer
•
Pursuit of greater value &
anxious about 2010
•
Looking to simplify life
•
Need a bit of fun in their lives
•
Environment is aspirational now
•
Natural solutions
•
Looking for reassurance, trust
and stability
Retailer Pressure
UK Fresh & Chilled Retail Sales
% Volume sold on promotion
100
22.1
25.4
77.9
74.6
90
80
70
60
50
40
30
20
10
0
52 w/e 30 Nov 08
52 w/e 29 Nov 09
No Promotion
On Promotion
Sterling/Euro Exchange Rates
1.1
January to December 2009
Sterling 12% weaker versus Euro
1.0
2008
0.9
2009
0.8
0.7
0.6
Jan Feb Mar Apr May Jun
Jul
Aug Sep Oct Nov Dec
Climate Change & Welfare
Eat Less Meat Agenda
Irish Livestock & Meat Exports
Species
2008
€m
2009(e)
€m
200/2008
%+/-
Beef
1,607
1,400
-13
Pigmeat
343
290
-15
Poultry
203
180
-11
Sheepmeat
167
166
-1
Live Animals
148
213
+44
2,468
2,249
-9
Total
MARKET HIGHLIGHTS 2009
Pigmeat Recall
•
Recall & Compensation Challenging
•
Britain
– Trade recovered relatively quickly
•
Continental Europe
– Variable reaction, but is largely back to normal
•
International
– Japan & US remained opened throughout
– Hong Kong, South Korea & Singapore reopened after clarification
– China & Russia are actively being pursued, hopeful for immediate
movement
Retail Customers Irish Beef
2001
27
2009
70+
Beef Premium Launches
Since 2008
New Business (6)
Italy
New Premium Business (24)
3 new premium retail listings
Britain
1 new foodservice account
2 new premium foodservice listings
France & Belgium
2 new foodservice account
3 new premium retail listings
2 new retail accounts
2 new premium retail listings
2 new foodservice accounts
2 new premium foodservice listings
Germany & E. Europe
Netherlands
3 new premium retail listings
3 new premium retail listing
Spain & Portugal
3 new premium foodservice listings
Scandinavia
3 new premium retail listings
UK - Integrated
Consumer Promotions
Targeted consumer promotions highlighting
Ireland’s excellence in beef production and
grass-fed beef credentials
•
Consumer Promotion
– 2 National On-Pack Promotion, Summer and Autumn
•
Advertorials
– Regional Press & National Consumer Magazines
•
Radio
– Syndicated Radio Interviews & Recipe Slots on LBC Radio
Holland Beef Promotion
• Sales promotion with individual retailers to
market
• Six retailers participating with 1 million onpack offers and advertising
• 14 Michelin star and top chefs securing
premium Image of Irish beef
Italy & Other European Beef
Promotions
•
•
Promotions implemented with 8 Italian retailers to support sales
of 28,000 tonnes
Bespoke promotions to fit individual Italian retailer strategies
Foodservice promotion events to partnering key foodservice
wholesalers
Steakhouse Promotions
•
•
•
•
•
•
•
Spain
Portugal
France
Belgium
Czech
Sweden
Germany
•
•
Lamb Market Diversification &
Generic Promotion France
PR
Events
Trade
Website
Chefs’ Irish Beef Club
& New Media
• Chefs key Vehicles in Image
Development
• Dutch & French Chapters Humming
• Successful Lunch in Belgium
• Further PR Investment in 2010
Exploiting ‘New Media’
& Web Technology’ to
communicate with
consumers.
Image Development
Internet Marketing France
•
St. Pattrick’s Day online competition with
2 retailers = 20K entrants, 13K visitors to
Irish beef website in March alone
•
Sept: Launch of beefisbeautiful.fr
microsite – Podcast Irish beef recipes
with chefs club members & leading
culinary bloggers
– 27 articles published by influential
bloggers (incl. the 3 most read French
culinary blogs)
– 125,800 consumers have read the Irish
beef articles on blogs, a further 11K visited
the microsite
•
Sponsor of the Culinary Bloggers Fair for
2nd consecutive year, coverage on
Dailymotion and leading blogs
Restaurant Chain Promotion
Blockhouse – Waitstaff Incentive
56,000 Irish beef steaks served over 3 weeks in 34 outlets nationwide
Ireland Q-Mark Promotion
• Securing the ‘domestic
market’
• Awareness 85%
• Understanding 48%
• Penetration (% Facings)
–
–
–
–
–
Fresh Beef 90%
Fresh Pork 90%
Fresh Bacon 40%
Cooked Hams 28%
Fresh Chicken 85%
Source: Bord Bia Survey Nov 2009
Ireland Q-Mark TV Advert
(40 Second Version
Home Chef Sponsorship)
SECTOR PLANS 2010
Beef Plans 2010
•
Promotions with Retailers
•
Business Development activities with key wholesale and foodservice
accounts
•
Consumer Media Promotions
•
Promoting Premium Image
•
Building Higher Value Offerings
•
Sustainability
Pork & Bacon Plans 2010
•
Promotion & Increased Usage of the Quality Assured Mark in Ireland
both at Retail and Foodservice
•
Bacon & Cooked Ham Priority
•
Restoration & Re-Building of the Export Trade in Russian and Chinese
Markets
•
Identifying business opportunities for Irish Processors with Continental
and Eastern European Manufacturers of value added pigmeat
products.
•
Evaluating opportunities with Manufacturers for increased ingredient
customisation in Ireland
Lamb Plans 2010
•
Promotion to increase consumption in Ireland
•
Rollout of the Bord Bia Quality Mark in the Irish market
•
Support Third Year of Agneau Presto’ generic promotions in
France
•
Assist Exporters in diversifying into new markets/niches and
increasing boneless exports by customised promotions with
retail, wholesale and foodservice accounts
Poultry & Other Plans 2010
•
Increase consumer awareness of quality assured chicken in Ireland
•
Indentifying export opportunities for poultry offal, dark meat and other
manufacturing cuts
•
Work with the Irish Egg Association to deliver effective consumer
promotion of Quality Assured Irish Eggs
•
Work with the Craft Butchers Association of Ireland to rollout a Butcher
Specific Quality Assurance Accreditation
Trade Fairs &
Market Access Initiatives
Event
Date
Location
Gulf Food
February
Dubai
Foodex
March
Tokyo
Tavola
March
Courtrai, Belgium
Club de Gourmets
April
Madrid
Cibus
May
Parma
Sial China
May
Shanghai
Sial
October
Paris
•
•
•
Asia Beef & Pigmeat 3 Year Programme
Market Access Group
Emerging Market Access Opportunities
Irish Market Promotional Calendar 2010
2010
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
M
T
Generic Campaign
January
1
2
3
4
5
6
7
8
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
February
Pigmeat Campaign
March
9
10
11
12
13
29
2
31
Easter Lamb
Beef Campaign
1
30
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
19
20
21
22
23
24
25
26
27
28
29
30
17
18
19
20
21
22
23
24
25
26
27
28
29
April
Chicken
30
31
30
Generic Campaign
May
1
2
3
4
5
June
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
27
28
29
30
31
Lamb Campaign
1
2
3
4
5
6
7
Generic Campaign
July
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
August
1
2
3
4
Lamb Campaign
September
1
2
3
4
5
6
7
8
9
11
12
Chicken
October
1
2
3
4
5
6
7
8
9
10
11
November
12
13
14
15
16
Generic Campaign
17
18
19
20
21
22
23
24
25
26
27
28
29
30
16
17
18
19
20
21
22
23
24
25
26
27
28
Pigmeat Campaign
1
December
10
2
3
4
5
6
7
8
9
10
11
12
13
14
15
29
31
Packaging & Brand Development
Marketplace Ireland 2010
Tuesday February 9th
•
300 buyers hosting by Bord Bia
•
‘Cost Effective’ Exhibition Model in Croke Park
•
150+ Irish Companies Participating
•
1000+ Buyer/Supplier Meetings Planned
•
Business Development & Follow up Plan in Place
•
Displacement Risks being Managed
The ‘Fellowship Programme’
•
New & Innovative approach to increasing the sales/research
capacity of Irish exporting food & drink companies
•
25 Graduates based in 12 markets
•
168 assignments for 113 Irish food exporting companies
•
Partnership with the Smurfit Business College
•
Evaluate & Refine
•
2nd Fellowship Programme to be launched in the 1st half of 2010
MARKET RESOURCES
AT YOUR DISPOSAL
Bord Bia Footprint
1431 client enquiries
763 client meetings
880 buyer presentations & meetings
545 Buyer Enquiries
788 business services
GDP Growth in Major Meat Markets
Are we seeing the green shoots?
2008 %
2009(f) %
2010(f) %
World
3.0
-1.1
3.1
USA
0.4
-2.7
1.5
China
9.0
8.5
9.0
Japan
-0.7
-5.4
1.7
Russia
5.6
-7.5
1.5
Eurozone
0.6
-4.2
0.3
UK
0.7
-4.4
0.9
Germany
1.2
-5.3
0.3
France
0.3
-2.4
0.9
Italy
-1.0
-5.1
0.2
Netherlands
2.0
-4.2
0.7
Ireland
-3.0
-7.5
-2.5
Source: IMF World Economic Outlook October 2009