ANNUAL REPORT
& ACCOUNTS
2013
Growingthe
thesuccess
successofofIrish
Irishfood
food&&horticulture
horticulture
Growing
Our Mission
To drive through market insight and,
in partnership with industry, the
commercial success of a world class
Irish food, drink and horticulture industry.
Strategic Objectives
Bord Bia’s mission is further articulated through the following six
strategic objectives:
1. To actively contribute to the success and development of the Irish food and horticulture industry.
2. To positively influence attitudes towards, and knowledge of, Irish food and horticulture among
consumer and trade buyers in our target markets.
3. To establish Bord Bia as the top-of-mind source for authoritative market research and analysis,
providing a link between market opportunities and the Irish food and horticulture industry.
4. To lead a collaborative approach to market development with the key agencies involved in serving
Irish food and horticulture.
5. To actively respond to significant market issues that affect the industry.
6. To deliver value-for-money with expenditures.
02
Bord Bia Irish Food Board Annual Report 2013
STATEMENT
OF STRATEGY
2012 – 2014
The Bord Bia Strategic
Plan 2012-2014 is based
on an inclusive view
of the entire industry
with the goal of driving
long-term sustainable
growth. It has been
developed to fully support
the implementation of
Pathways for Growth and
Food Harvest 2020 and
includes the following
priorities:
Building Ireland’s Reputation – Develop,
implement, and promote a shared vision
of Ireland as a world-leader in safe
and sustainable agriculture and food
production consistent with a premium
positioning in the marketplace
Enhancing Competitiveness – Promote
industry’s market competitiveness by
championing an integrated approach,
leveraging existing strengths and
exploiting synergies across sectors and
firms; supporting innovation; and building
capabilities where necessary
Building Exports – Strengthen and
extend the ability of Irish food and drink
companies, driven through market insight,
to build profitable share in selected highpotential export markets
A Vibrant Home Market – Support and
progress the strong position that the
agri-food sector currently occupies within
the broader Irish economy
Bord Bia Irish Food Board Annual Report 2013
03
Our farms have been looked after by generation after
generation of families. Our fishing industry too. All caretakers…
custodians… protectors… Because every generation has
acknowledged one simple fact: that this land belongs not to us…
but to the ones who come after.
04
Bord Bia Irish Food Board Annual Report 2013
SUSTAINABILITY
WORKING WITH NATURE
“Sustainable development is development that meets the
needs of the present without compromising the ability of
future generations to meet their own needs.”Brundtland
Commission of the United Nations 20th March 1987.
S
ince the launch of Origin Green in
2012, the Bord Bia sustainability
development programme, almost
300 Irish food and drink companies,
representing over 70% of Ireland’s exports
have joined the initiative and committed to
clear targets in key areas of sustainability,
such as emissions, energy, waste, water,
biodiversity and CSR (corporate social
responsibility) activities.
Development of the Origin Green initiative
has continued throughout 2013 and to
aid and assist food and drink companies
develop their sustainability plans a `step by
step guide to developing your Origin Green
plan’ was launched by Bord Bia during the
year. In addition, a Carbon Navigator Tool
was developed by Teagasc and Bord Bia
to provide farmers with measures on their
sustainability performance and how farm
performance can be improved.
Following eighteen months of planning by
Bord Bia in conjunction with stakeholder
groups, comprising producers, milk processors
and regulatory authorities, a new National
‘Sustainable Dairy Assurance Scheme’ (SDAS)
was launched during December 2013.
Commenting on the programme the Minister
for Agriculture, Food and the Marine,
Simon Coveney TD said “This programme
positions Irish producers and processors
as “best in class” and is a perfect fit with
the corporate responsibility strategies that
inform procurement policies in multi-national
purchasers of Irish dairy products and
ingredients across the globe.”
Building awareness of Origin Green also
continued during 2013 and for the first
time in the history of RTE, the centre break
during the 9 o’clock news was taken over
by the striking four minute Origin Green
film featuring Saoirse Ronan, reflecting the
importance of this sustainability initiative to
Ireland and the economy.
During September, Bord Bia organised its
inaugural global sustainability conference,
“Our Food Our Future, Sustainability: The
Bottom Line”, at the Convention Centre,
Dublin. The conference was attended by
750 delegates. Seventeen keynote speakers
discussed what producing food more
sustainably means, challenged each other
regarding the obstacles to be overcome and
shared their unique insights on what the
future holds. The conference was a business
development initiative built around on-site
visits to food processors that have embarked
on the journey of sustainability.
Following an induction at the Smurfit
Graduate School of Business and on farms
and factories, ten Origin Green ambassadors,
recruited in September and co-funded
by Bord Bia and industry, will begin their
placements with major international food
businesses around the world from January
2014, spreading the vision and the message
of Origin Green. In addition, an integrated
communications campaign was launched to
drive a preference for Origin Green suppliers
to result in export growth and includes
trade advertising, showcasing Origin Green
at International Trade Shows, speaking
at international conferences, overseas
office communications and engaging key
stakeholders and advocates.
The goals of Origin Green are in alignment
with international best practice in
sustainability and our goal is that by 2016 all
food and drink exports from farms and food
businesses are certified as on the road to
sustainability.
Bord Bia Irish Food Board Annual Report 2013
05
Contents
Our Business
Our Governance
08 Food and
Drinks Industry Awards
45 Corporate Statement
10 Export Figures
48 Statement on Internal
Financial Control
14 Chairman’s Statement
49 Organisation Structure
18 Chief Executive’s
Review
51 Bord Bia Board
28 Sector Reviews:
28 Meat & Livestock
31 Food & Beverages
34 Small Business &
Organic Sectors
36 Horticulture
39Services
52 Bord Bia Consumer
Foods Board
52 Bord Bia Meat and
Livestock Board
53 Bord Bia Dairy Board
53 Bord Bia Quality
Assurance Board
54 Bord Bia
Horticulture Board
Our Accounts
57 Report of the
Comptroller
and Auditor General
58 Statement of
Accounting Policies
60 Income and
Expenditure Account
61 Statement of
Total Recognised
Gains and Losses
62 Balance Sheet
63 Cash Flow Statement
64 Notes Forming
Part of the Financial
Statements
74 Marketing Finance
Grant Payments
Presentation to the Minister for Agriculture, Food and the Marine
In accordance with Section 22 of An Bord Bia Act 1994, the Board is pleased to submit to the Minister its Annual Report and
Accounts for the 12 months ending 31st December 2013.
Michael Carey
Chairman
06
Bord Bia Irish Food Board Annual Report 2013
Our Business
Bord Bia Irish Food Board Annual Report 2013
07
The Irish Food and
Drink Industry Awards
The achievements and contributions of nine Irish food
companies were recognised at the Bord Bia Food
and Drink Awards which are held every two years
and are designed to reward excellence within the Irish
food and drink industry across seven categories –
Exporting, Branding, Entrepreneurial, Success at Home,
Sustainability, Consumer Insight and Innovation.
Over 250 industry representatives
gathered for the event including the
CEOs from some of Ireland’s leading
food and drink companies such as
Kerry, Glanbia, Irish Distillers, ABP,
Dawn Meats and Kepak.
industry. Pat Whelan of James Whelan
Butchers, Ireland’s first online butcher,
was awarded the title as a ‘best in
class’ example of how to increase sales
and brand awareness through online
and social media.
Opening the event the Minister for
Agriculture, Food and the Marine,
Simon Coveney TD said “As ever with
the food and drink industry, we are
here to celebrate exceptional resilience
and performance at the ‘Oscars’ of
the sector. Individual food and drink
companies, who are being recognised
this evening, can take pride in their
achievements in growth, in new
business and even deeper insight into
buyer needs and consumer trends.”
Meanwhile, ABP Ireland was also
honoured with the inaugural ‘Business
Referral Award’, in recognition of
their co-opetition efforts. Bord Bia is
actively supporting the principle of coopetition, where food companies work
together to create synergies resulting
in cost savings, improved returns and
reputation, and increased market
distribution. ABP Ireland introduced
Wexford based sheep meat company,
Irish Country Meats, to a European
foodservice client in order to address
a supply issue for their customer. Irish
Country Meats now deliver Irish lamb
weekly to this foodservice client.
Speaking at the event, Michael
Carey, Chairman, Bord Bia said “This
year’s Awards coincide with the
fourth successive year of sustained
growth in our food and drink
exports. As the industry continues to
develop and expand into new and
emerging markets, it is important to
recognise the continued progress and
achievements of the sector.”
Special Awards
This year, Bord Bia introduced a
new Award to reward an ‘Online
Champion’, in recognition of the
impact the digital age is having on the
08
Bord Bia Irish Food Board Annual Report 2013
Congratulating the award winners,
Aidan Cotter, Chief Executive, Bord
Bia described their achievements as
“a fitting showcase of an industry on
the rise, building success at home and
abroad, and positioning food and drink
firmly at the centre of our economic
recovery. It is this talent, imagination
and sheer professionalism that is at the
heart of the industry’s current success
and that will secure its continued
growth and expansion”.
The Bord Bia Food and Drink Awards
were open to all food and drink products
manufactured in Ireland. This year, Bord
Bia received in excess of 140 award entries
across seven categories which were judged
by an independent judging panel. The overall
category award winners included:
• Export Award – Glenmar Shellfish.
Based in Union Hall, Co. Cork and
established over 30 years ago,
Glenmar is currently exporting over
2,000 tonnes of shellfish each year
to markets such as China, Hong
Kong, Korea, Italy, Spain, France
and Croatia. They export to seven
overseas markets on a daily basis
and exports account for 75% of
company turnover.
• Innovation Award – Paganini
for FitFuel, a protein enriched ice
cream range. FitFuel Perform is a
recovery product for sportspeople
and recreational athletes, while
FitFuel Nourish is used by healthcare
professionals to boost the protein
intake of patients. Paganini was
founded by Wexford dairy farmer,
Tomas Murphy in 1990 and today,
in addition to its business in Ireland,
they export to the UK and the
Middle East.
• S
uccess at Home Award – Britvic
Ireland for MiWadi, the number
one dilute brand in Ireland. MiWadi
impressed the judges with a 41%
yearly average value market share,
having achieved considerable
success in recent years with the relaunch of MiWadi, and the launch
of double concentrate and no
added sugar flavours.
• Sustainability Award – Dawn
Meats, the Waterford based
meat exporter, has formalised its
approach to sustainability and set
a number of demanding targets
as part of Origin Green, Bord
Bia’s sustainability development
programme for the Irish food and
drink industry. Dawn Meats is
working to reduce water use by
40%, reduce energy consumption
by 40% and to reduce its direct
carbon footprint by 50%.
•
Branding Award – Keelings,
the family owned fresh produce
business started producing fruits
and salads in the 1930’s and
today the company employs
approximately 2,000 people and
has a turnover of €300 million
per year. The Keelings brand, with
its strapline “Love to Grow”, was
launched into the produce category
in 2010 and has become the most
recognised brand for fruit and
vegetables in Irish supermarkets.
•
Entrepreneurial Award – Irish
Atlantic Salt. The O’Neill family
developed this range of organic,
gourmet Irish sea salt products,
using the highest quality waters
around the Beara Peninsula to
create the only Irish-made white
sea salt product available. By 2015,
the company hopes export market
revenues will represent 80% of total
revenues.
•
Consumer Insight Award – Kerry
Foods for Cheestrings, a brand,
worth approximately €90 million,
and available in over 25,000 stores
around the world. The judges
were particularly impressed by
the detailed consumer research
undertaken by Kerry in advance of
entering the German market. The
resultant consumer insight helped
build its product positioning which
has led to 1 million packs being sold
every month in leading German
retailers.
Bord Bia Irish Food Board Annual Report 2013
09
Exports of Irish food and drink (€m)
2012
2013 (p)
Live Animals
Sheepmeat
Poultry
Edible Horticulture & Cereals
Seafood
Pigmeat
Beverages
Prepared Foods
Beef*
Dairy Products & Ingredients*
0
500
1,000
1,500
2,000
2,500
3,000
(p) = 2013 figures are provisional
The Irish food and drink sector continued the strong
export performance of recent years despite the
ongoing competitive nature of most markets. Trade
was boosted by strong global prices and higher output
in key sectors, which helped offset some strengthening
of the euro against major currencies. The strongest
performers were dairy, meat & livestock and prepared
foods. A competitive market environment led to slower
beverage exports, although whiskey continued to
perform very strongly. Seafood saw a levelling off in
exports following a rise of almost 65% over the 2009 to
2012 period.
Exports reach almost €10 Billion for the first time
“Significant growth in 2013 has brought export values in the Irish Food and Drink sector to
record levels. This leading performance in what was a challenging year for the industry, highlights
the key role of agri-food, Ireland’s largest indigenous sector, in underpinning exports and
economic activity. Export values of almost €10 billion are really impressive, and demonstrate the
clear opportunity and benefit of investing in a sector with proven resilience, a significant domestic
economic footprint and strong ability to grow. With increasing demand from more affluent
consumers in key world markets, there is little doubt that the €12 billion export target set out in
the industry-led strategy for the agri sector Food Harvest 2020 is well in sight.”
Minister for Agriculture, Food and the Marine, Simon Coveney TD.
10
Bord Bia Irish Food Board Annual Report 2013
2012
2013 (p)
2013/2012
€m
€m
% +/-
Dairy Products and Ingredients*
2,636
2,995
+14
Beef*
1,900
2,090
+10
Prepared Foods
1,439
1,650
+15
Beverages
1,209
1,198
-1
Pigmeat
510
557
+9
Seafood
534
489
-8
Edible Horticulture and Cereals
228
222
-3
Poultry
223
234
+5
Sheepmeat
218
226
+4
Live Animals
217
240
+11
9,114
9,901
+9
Total Food and Drinks
*includes export refunds
Source: Bord Bia estimates
(p) = 2013 figures are provisional
•Food and Drink exports increased by 9% to approach €10 billion for the first time
•Exports in 2013 were 40% or €3 billion higher than the levels recorded in 2009
•Ireland’s food and drink has a large global reach – exporting to 175 countries worldwide
•Ireland is the 4th largest net exporter of beef in the northern hemisphere
•Produces 10%+ of global infant formula
•Produces 50%+ of all global cream liqueur
•Irish whiskey is the fastest growing spirit category in the world
•Ireland is home to some of the world’s most iconic food and drink brands
•Ireland has been chosen as a location for investment by major food, drink and infant
nutrition companies
•The Irish food and drink industry supports more than 250,000 jobs directly and indirectly
Bord Bia Irish Food Board Annual Report 2013
11
Market distribution of Irish food
and drink exports (%)
International Markets 26%
United Kingdom 42%
Other EU 32%
45
40
35
42
42
30
31
25
32
27
20
26
15
10
5
2012
0
2013 (p)
United Kingdom
Other EU
The market distribution of Irish food and drink exports
settled down during 2013 following the rise in the
share of trade going to International markets over
recent years. This was led by the stronger performance
of Continental EU markets. International trade
continued to be driven by strong exports to Asia and
Russia.
The share of exports destined for the United Kingdom
remained at 42%. Trade increased in line with overall
food and drink exports to stand at an estimated €4.2
billion. The main drivers of export growth were beef,
dairy and to a lesser extent prepared foods.
12
Bord Bia Irish Food Board Annual Report 2013
International
Markets
Following a difficult trade in 2012 due to slow
economic demand and more favourable trade
elsewhere, exports of food and drink to Continental
EU markets rebounded impressively in 2013. Exports
are estimated to have increased by 11% to reach
around €3.2 billion, which represents over 32% of
the total. Key markets included Germany, France and
the Netherlands, all of which recorded double digit
growth.
Shipments of Irish food and drink products to
International markets built on the impressive
performance of the previous two years, which saw the
value of trade jump by almost 30%. Exports increased
by around 6% to reach almost €2.6 billion.
Distribution of food and drink exports – 2013 vs. 2012 (€m)
4500
4000
3500
4,200
3,890
3000
3,150
2,810
2500
2,410
2000
2,550
1500
1000
2012
500
2013 (p)
0
Other EU
United Kingdom
International
Markets
Growth in food and drink exports to International Markets
– 2013 vs. 2012 (%)
45
40
40
35
38
30
25
20
21
15
10
5
2
0
China
Russia
South East Asia
Africa
0
Middle East
Bord Bia Irish Food Board Annual Report 2013
13
Chairman’s Statement
For many in the Irish food and drink industry, 2013 will be remembered as a
year when achievement surpassed expectations in a number of key respects. The
most obvious, of course, was in the scale of the growth recorded. An increase of
9% over the 2012 figures saw Irish food and drink exporters touch the watershed
mark of €10 billion for the first time. This rate of growth, more than four times
greater than that achieved in 2012, was delivered against the backdrop of
continued competitive pressure in many key marketplaces and contributed to
aggregate export growth of 40% for the industry over the last four years.
Irish food and drink exports are now
worth almost €3 billion more than
in 2009, when the current phase of
expansion can be said to have begun.
Favourable economic headwinds
have undoubtedly underwritten this
remarkably assured performance,
the single most important being the
continued buoyancy of key commodity
prices, largely as a result of growing
demand for high quality foodstuffs
in the world’s developing economies.
Credit for the strong performance also
lies within the industry itself. Higher
outputs in key sectors provided a
platform for a strengthened export
performance in areas such as dairy,
meat and livestock in 2013, while a
number of significant industry-wide
developments collectively served to
underpin the sector’s determination
to continue on its sustainable growth
path.
While the food and drink industry
has long held the claim of Ireland’s
most global indigenous industry, the
impressive geographical diversity of
Irish exports in 2013 – in many cases
despite the strengthening of the euro
against key trading currencies – has
confirmed the vibrancy and evolving
nature of these international trade
relationships, extended and enhanced
on the basis of an industry-wide
commitment to innovation, excellence
and value.
14
Bord Bia Irish Food Board Annual Report 2013
Challenges
The sector’s strong performance
came in a period when global
economic recovery showed, although
still tentative, signs of genuine
progress. The achievement of the
Irish food and drink industry in
2013 can be set against the more
nuanced performance of general Irish
merchandise exports, which, after a
number of years of positive growth, fell
by an estimated 6%. Food and drink
exports now account for two thirds of
total indigenous exports.
These figures must also be considered
against what was a rather inauspicious
beginning to the year for the industry.
A protracted spell of cold weather
in the spring and early summer
brought hardship and had significant
cost implications for the farming
community at the time. It was most
visible in the reduced average carcase
weights in the beef and sheepmeat
processing sectors for the remainder of
the year. Meanwhile, the emergence
of the equine DNA issue in January
saw traceability once again brought to
the fore as a concern in the European
food supply chain. On 15th January
2013, the Food Safety Authority
of Ireland (FSAI) revealed samples
taken from retail beef burgers tested
positive for traces of equine DNA.
Subsequent investigations confirmed
the issue to be a European-wide
one, with implications for many
major manufacturers and brands.
For consumers, the unfolding events
raised a number of trust issues and
threw the spotlight on the robustness
of traceability within prepared food
processing. A loss of confidence in
some segments was perhaps inevitable.
However the fallout from the equine
DNA issue has ultimately seen renewed
focus on traceability. Ireland’s rigorous
approach to the issue saw it enhance
its reputation as an industry governed
by a transparent and uncompromising
food safety regime. Recognition of the
value of quality assurance schemes was
also reflected in a significant increase
in membership of the Bord Bia Beef
and Lamb Quality Assurance Scheme,
with more than 10,000 new members
joining in 2013.
Price pressures
While the industry’s performance over
the year mirrored generally strong
global commodity prices, it is worth
noting that the FAO Food Price Index
actually showed a marginal decline in
farmgate prices in 2013, reminding us
that, although global commodity prices
remain some 60% ahead of the 2000
to 2010 averages, it is unrealistic to
expect them to maintain an upwardonly trajectory. The sectors chiefly
impacted by price falls were sugar,
oil and cereal, which contrasted with
the upward pressure on both dairy
and meat prices. With the caveat
of unpredictability noted, however,
the forecast continues to be largely
positive for sectors of most relevance
to Ireland.
Inflation has become an important
indicator of the industry’s ability to
recover costs in the face of price
sensitivity and the intense focus on
discounting that has been a feature of
retailing over the last five years. While
inflation levels remained generally low
across the euro zone in 2013, retail
food price increases were somewhat
more pronounced. Taken as a whole,
indeed, food price inflation ran at
more than twice the level of general
inflation, providing some welcome
recovery of margin to operators. The
expected strengthening of the euro
zone economy in 2014 is likely to
have further positive repercussions in
this area for Irish exporters although
general economic forecasts indicate
inflation will remain marginal in the
euro zone economies.
Another persistent challenge outside
the control of exporters is the
euro’s relationship with key trading
currencies. A strengthening of 5%
and 3% against sterling and the US
dollar respectively in 2013 put further
pressure on margins but the industry’s
adeptness of response and relentless
focus on competitiveness meant
this did not present the challenges
encountered in 2010/2011, when
there was a sudden and sizable
strengthening of the euro.
Industry trends
Against many challenges, the sense
of resilience and optimism in the
food and drink industry has been
noteworthy over the last number of
years. The annual Bord Bia industry
survey, completed at the end of each
year, provides an ideal opportunity
for the sector to offer its own
perspective on its achievements and
future prospects. The December 2013
survey showed individual company
experiences to be reflective of the
positive broader story, with more
than eight out of 10 business owners
reporting higher or similar turnover
over the last 12 months than the year
before. Optimism that companies
remain on track for further growth was
also widespread, with some 75% of
exporters expecting to increase sales
in 2014.
Respondents also confirmed that
a commitment to broadening
market reach and to innovation will
underscore this growth. In 2013,
72% of companies increased sales by
finding new customers for existing
products; 59% by providing new
products to existing customers; and
59% by offering new products to new
customers. The correlation between
innovation and growth was further
confirmed by the finding that 91%
of exporters have introduced new
products over the last three years.
Typically, this NPD (new product
development) is evolutionary rather
than revolutionary (new pack sizes and
new flavours or variants of existing
products, for example) and serve
to confirm that responsiveness to
consumer and buyer requirements is
inherent in the DNA of the Irish food
and drink industry.
Bord Bia Irish Food Board Annual Report 2013
15
The expectation is that, by the end of 2014,
75%
Bord Bia’s role as an instigator and
conduit of insightful consumer
research is one among many valued
roles, and outputs such as the global
PERIscope study continues to update
the industry on developments in
consumer behaviour, purchasing
attitudes and shopping trends. Insights
identified in 2013 include the trends
of ‘back to basics’ and ‘foodie world’
– both of which emphasise traditional,
communal eating and focus on higherquality home cooking. Other significant
trends include ‘the environment’ and
‘health and wellness’, the former
linked to a greater appreciation of
environmentally-conscious companies
and the latter reflecting a search for
food solutions that give consumers
greater control over their health.
Bord Bia’s insight on the particular
ways in which smartphones are being
used to get information as consumers
shop garnered considerable media
coverage in the latter half of 2013.
I congratulate the research and
insights team on being awarded the
qualitative research excellence award
by the Marketing Society in 2013 for
ethnographic research undertaken for
Glanbia in Senegal.
International trade
In December 2013, the World Trade
Organisation returned to international
headlines with news from Bali,
Indonesia, of its first comprehensive
agreement involving all 160
participating countries. While relatively
small in scope, the announcement
has been welcomed as signal of
intent by the WTO (World Trade
Organisation) to pursue its broader
agenda of liberalising global trade and
providing it with more transparent
and more predictable rules. The
2013 development is seen as being
particularly important to developing
countries where it will enhance
food security while also freeing up
international trade opportunities.
of Ireland’s food and drinks exports will
be from Origin Green verified members
Earlier in the year, in the closing days
of Ireland’s highly successful hosting of
the European Presidency, agreement
on reform was also reached in the EU’s
Common Agricultural Policy (CAP).
The concluded agreement provides
for more flexibility in the way direct
payments are distributed within
Member States and, after a long period
of uncertainty, provides a sense of
clarity for the future direction of Irish
farming. For the industry as a whole,
it sets out a platform for sustainable
growth that is consistent with the
goals espoused by the Department of
Agriculture, Food and the Marine in
Food Harvest 2020 and should accrue
long-term benefits for farm families,
the food industry and the broader rural
communities.
Strategic plan
Since its launch in 2010, Food
Harvest 2020, the Department of
Agriculture, Food and the Marine’s
framework document for the growth
and development of the agri-food
industry, has provided the broader
context for Bord Bia’s evolving suite
of marketing supports. Food Harvest
2020 has facilitated an industrywide re-evaluation of our goals and
strengths as a food producing nation
and, with the first three years of this
10-year plan now completed, it is
gratifying to note the sense of progress
that has accompanied it. This was the
second full year of the current Bord Bia
Strategic Plan 2012-2014. Initiated to
provide continued clarity of direction
to the organisation, the Strategic
Plan ensures our mission statement
of supporting and championing
the Irish food and drink industry is
reflected in activities that maximise our
effectiveness and sense of purpose.
The Strategic Plan has four key
priorities:
• Building Ireland’s Reputation
• Enhancing Competitiveness
• Building Exports
• A Vibrant Home Market
16
Bord Bia Irish Food Board Annual Report 2013
Bord Bia takes the view that each
support, activity or programme it
undertakes on behalf of industry
should reflect at least one of these
four priorities and be assessed for its
effectiveness in relation to them. The
Chief Executive elaborates further
on this approach and the strategic
priorities in his review. Suffice it to
say here that I believe the Strategic
Plan has been highly effective in
measuring our performance against
the expectations and needs of our
many stakeholders.
Conclusion
In 2013, the Irish food and drink
industry provided the strongest
evidence yet that the growth potential
for the sector, as identified by Food
Harvest 2020, is not only achievable
but, in many respects, ahead of
target. It would be remiss to speak
about the industry’s achievements in
2013 without commenting on the
commitment to future development
expressed through Origin Green, the
Bord Bia sustainability development
programme launched in 2012. In
its first complete year, almost 300
Irish food and drink companies,
representing over 70% of Ireland’s
exports, signed up to the programme,
committing to clear targets in key areas
of sustainability, such as emissions,
energy, waste, water, biodiversity and
CSR (corporate social responsibility)
activities.
The expectation is that, by the end of
2014, 75% of Ireland’s food and drinks
exports will be from Origin Green
verified members, demonstrating ongoing robust improvements in their
sustainability performances.
Looking to 2014, we can also remain
broadly positive that, notwithstanding
climactic, economic and exchange rate
issues outside our control, the outlook
is broadly positive. Increased output in
some sectors combined with ongoing
strong demand in emerging economies
provide grounds for this optimism;
on the other hand, the weakness
of consumer sentiment in more
established markets remains a key risk.
The critical role that Irish food and
drink businesses play in the generation
of wealth and employment, particularly
in Ireland’s rural economy, continued
to evidence itself in 2013. This is
an industry with an increasingly
powerful vision of the role it can
play in the Irish economy and as a
responsible participant in our evolving
conversation on sustainability and the
stewardship of our natural resources.
During 2013, for the first time in the
history of RTE, the centre break of a
9 o’clock RTE news broadcast was
taken over by a striking four minute
film in which Saoirse Ronan shared the
story of Origin Green. Through this
the importance of the entire industry
to Ireland and its economy was
powerfully communicated.
In the year ahead, Bord Bia is fully
committed to playing its role in a
variety of powerful ways: as a conduit
of resources, a source of expertise and
in the provision of market intelligence
to our diverse and dynamic client base.
The role of Chairman of Bord Bia
affords a unique viewpoint from
which to view the trajectory of an
organisation and the industry it
serves. This was enhanced during the
year by the establishment of a dairy
subsidiary board following agreement
by the sector to provide voluntary
funding to finance an enhancement
of the communication platform for
the dairy sector and to fund the new
sustainable dairy assurance scheme.
I have the extreme good fortune of
being supported by a body of worldclass expertise in the form of the
Board and the now five subsidiary
boards and to these individuals I
express both my debt and my gratitude
for their assistance over the year. I
would particularly like to commend
my colleagues for the support and
insight they provided at the beginning
of the year when the equine DNA
issue emerged. To those members
who departed in 2013, I thank them
sincerely for their services and to
those who have joined us in this time I
extend a warm welcome.
The Minister for Agriculture, Food
and the Marine, Simon Coveney TD,
Minister of State at the Department
of Agriculture, Food and the Marine,
Tom Hayes, TD, Secretary General
Tom Moran and all the staff at the
Department of Agriculture, Food and
the Marine are equally deserving of
high praise and considerable gratitude
for their hard work and dedication
to the industry during the year.
Minister Coveney played a decisive
role in the successful completion of
the CAP negotiations during Ireland’s
EU presidency and in securing a deal
that will pay dividends for farming
communities and the food industry far
into the future.
I am pleased too that the closer
working relationships between Bord
Bia, Enterprise Ireland, Teagasc and
Bord Iascaigh Mhara evident in the last
few years continues to prosper, for the
benefit of the industry all of us serve. I
single out for commendation, also, the
OPW, whose support and commitment
to Bloom is instrumental to its success
and the Department of Foreign Affairs,
who, through their personnel and
expertise, provide an extraordinary
resource for our industry as it seeks out
new markets around the globe.
In the success of any strategy, much
depends on the calibre of those
entrusted with its execution. The
management and staff of Bord
Bia have once again delivered an
exceptionally strong performance on
behalf of the industry and I would
like to thank Chief Executive Aidan
Cotter for his support and offer his
team of professionals my personal
thanks on behalf of the industry. Fitting
recognition of this commitment was
the awarding of an Honorary Degree
of Doctor of Laws from UCD to Aidan
for his contribution to the industry over
the last 30 years. I am also delighted
to recognise the award of Chevalier
de l’Ordre Mondial de L’Académie
Culinaire de France or Knight of the
Academy’s Worldwide Order in 2013
to Bernadette Byrne of Bord Bia’s
Paris Office from L’Académie Culinaire
de France, the oldest association of
culinary and pastry chefs in the world.
Although the poor start to the year
provided an unwelcome additional
burden to those who have worked
hard to sustain the success of the Irish
food and drink industry over the last
few years, no one can dispute the
story of 2013 was one of success for
the industry. With a growing sense
that the wider economy has finally
turned the corner, the Irish food and
drink industry confirmed, through
its resolute export performance, that
optimism need not be a matter of
future gazing. The path of growth
it has chosen is strengthening and
extending its global footprint both
now and in the future. As the industry
finds new markets across the globe,
Bord Bia is delighted to play the role
of catalyst and partner as new trading
relationships prosper alongside longer
standing ones.
Michael Carey
Chairman
Additional information
and updates on Bord
Bia activities can be
obtained from
www.bordbia.ie or by
following us online at
www.facebook.com/
bordbia or on
Twitter@bordbia
Bord Bia Irish Food Board Annual Report 2013
17
Chief Executive’s Review
Food, drink and horticulture collectively
represent Ireland’s largest indigenous
industry and the sector’s record of export
success is firmly established with core
strengths: a geography and environment
conducive to high-quality outputs;
an industry committed to world-class
production standards; and access to and
the capacity to meet the diverse needs of
many marketplaces.
While it is natural to view these in
terms of a linear progression, it is
well to remind ourselves that the
measure of success in fact begins at
the end point – in the relationship we
build with our consumers. How we
respond to, and meet, their needs is
the enduring yardstick of our industry’s
performance. In 2013, we can say
with some confidence that the Irish
food and drink industry has met
these challenges to a noteworthy and
even historic degree. Approaching
€10 billion in value for the first time,
the 2013 export figures represent a
9% year-on-year increase and mean
that, over the last four years, export
revenues for the sector have grown by
almost 40%.
The strong overall trade figures for
2013 came against a backdrop that,
while broadly conducive to growth,
presented some familiar – and
occasionally some unexpected –
98
18
challenges: 2013 was a year when the
signals of economic recovery finally
began to strengthen in some of our
main export markets, but one where
consumer sentiment often lagged
behind; one where food labelling
issues came to the fore, requiring many
in the industry to scrutinise their supply
chains and to reappraise the value
of robust and verifiable traceability
procedures; and a year when the
Irish farming community experienced
considerable hardship as a long
and protracted cold spell impacted
significantly on the cost of inputs and,
ultimately, the scale of outputs. On the
political front, 2013 was significant
for a broadly positive outcome to
the renegotiation of the Common
Agricultural Policy, which successfully
reached its conclusion under the Irish
Presidency of the EU. This outcome
provides the necessary context for
continued strong performances by the
Irish food and drink industry in the
years ahead.
Irish companies exhibited
with Bord Bia at
Bord Bia Irish Food Board Annual Report 2013
Strategic evolution
As a marketing support agency,
Bord Bia’s role centres on providing
assistance to food and drink
companies as they develop and
implement their strategies for growth.
We do this in a myriad of ways.
Some undertakings, like Bord Bia’s
participation in key international
trade fairs, may be viewed as longstanding industry supports, others,
such as launch of the Bord Bia Quality
Kitchen, were entirely new in 2013.
Whatever the initiative, whomever
the audience, Bord Bia’s outputs share
the common feature of working with,
and standing behind, the industry
as it enhances its capacity to engage
effectively with its customers and
consumers. In 2012, Bord Bia launched
the three-year Statement of Strategy
2012-2014 to provide clarity, direction
and transparency in the future
operation of our market supports. As
an organisation that has always striven
18
International
trade shows
1. Chief Executive, Aidan Cotter
speaking at ‘Our Food Our Future’
1.
to maximise the value it provides to
its multiple stakeholders, the Strategic
Plan presented a welcome opportunity
to renew our focus on value for money
and to clarify, wherever possible, the
return on investment that our services
offer. The Statement of Strategy also
operates as a dynamic statement
of intent, underscoring Bord Bia’s
commitment to the Department of
Agriculture, Food and the Marine’s
Food Harvest 2020. Throughout 2013,
it provided a powerful touchstone
against which the many initiatives
undertaken in the home and export
markets could be measured and
assessed.
The four strategic priorities set out in
the plan are:
1. Building Ireland’s Reputation
2. Enhancing Competitiveness
3. Building Exports
4. A Vibrant Home Market
Reporting progress on each of these
strategic priorities provides clarity and
accountability to stakeholders on the
role we play as a marketing agency:
Strategic Priority 1:
Building Ireland’s
Reputation
Develop, implement, and promote
a shared vision of Ireland as a world
leader in safe and sustainable
agriculture and food production
consistent with a premium
positioning in the marketplace.
2.
The food and drink industry
understands, better than most, that
reputation underscores all value
propositions. Protecting and enhancing
Ireland’s long cherished reputation as a
source of high-quality food and drink is
central to Bord Bia’s mission statement.
• Origin Green
In June 2012, Bord Bia launched
Origin Green, a voluntary programme
designed to support the Irish food and
drink industry’s journey to a leading
global position in sustainability. As
2013 progressed, it was clear the
early momentum of the launch would
be sustained and Origin Green was
widely and enthusiastically embraced
by industry. By the end of the year,
300 companies had signed up to
the programme. Of these, 39 had
already become verified members of
the programme, 50 had sustainability
plans submitted for verification
and 211 were at workshop/plan
development stage. As of the end of
2013, verified members represented
well over 50% of Ireland’s food, drink
and horticulture exports and, by the
end of 2014, that figure is expected
to rise to 75%. The credibility of
Origin Green is underpinned by the
involvement of leading testing and
certification company, the SGS Group,
which verifies each company’s plan.
Sharing the message of Origin Green
to a global audience requires a careful
and strategic approach and, in 2013,
an important first step came with the
recruitment of 10 global Origin Green
2. Saoirse Ronan and Minister for
Agriculture, Food and the Marine
Simon Coveney TD
At the end of
2013 there were
39
verified Origin
Green members,
representing over
50%
of Irish food
& drink exports
750
delegates attended
Bord Bia’s inaugural
global sustainability
conference, ‘Our
Food Our Future’
Bord Bia Irish Food Board Annual Report 2013
19
ambassadors through the UCD MSc.
in Business Sustainability. The MSc.
complements the suite of educational
programmes already being supported
by Bord Bia and, through placements
in international food companies,
beginning in 2014, its participants will
foster dialogue on the evolution of the
sustainability agenda, communicating
the commitment of Irish food and
drink manufacturers to Origin Green
as they do so. In September 2013,
Bord Bia hosted a major international
conference in Dublin entitled ‘Our
Food Our Future. Sustainability: The
Bottom Line’. Bringing together global
thought leaders to discuss enhancing
the sustainability of the supply chain,
the event was opened by An Taoiseach,
Enda Kenny TD, and featured a
line up of speakers that included
representatives from the World Bank,
the World Wildlife Fund, the Futures
Company, Tesco, McDonald’s, Pepsico,
Kerry Group and Mars. The event
attracted 750 local and overseas
delegates, including 280 senior
food buyers and 36 international
media representatives, from across
five continents. In 2014, a further
important development in sharing the
message of Origin Green will be the
investment of almost €3.5 million in
a targeted marketing campaign to
promote Ireland as a source of worldclass sustainably produced food and
drink.
• Quality Assurance
Bord Bia operates quality assurance
schemes (QAS) for beef, lamb, pork,
poultry, egg and horticulture. QAS
set out internationally accredited
sets of standards that producers and
processors agree to, and provide for
audits to ensure that production is
in accordance with these standards.
Since 2011, carbon output measures
have been measured as part of Bord
Bia’s Beef & Lamb Quality Assurance
Scheme (BLQAS) and, in August 2013,
Bord Bia received confirmation from
the Carbon Trust of certification for its
latest system-wide carbon footprinting
measurement and mitigation
programme. The parallel development
of the Teagasc-Bord Bia Farm Carbon
20
Bord Bia Irish Food Board Annual Report 2013
Carbon Navigator Tool
launched to correlate
actions at farm level
with carbon outputs
and cost savings
Sustainable
Dairy Assurance
Scheme launched
Navigator Tool, launched in 2013,
makes it easier for farmers to correlate
directly between their actions at farm
level and the resulting carbon outputs
and cost savings. In December 2013,
the launch of the Bord Bia Sustainable
Dairy Assurance Scheme (SDAS) marks
another significant step forward –
extending carbon emission monitoring
to the entire dairy industry, effectively
in one step. Fully accredited under ISO
17065, SDAS provides confirmation
that Irish milk is being produced under
internationally verified sustainability
and quality assurance criteria. Once
fully implemented, Ireland’s dairy
producers will join BLQAS-accredited
beef farmers in holding an enviable
position – being the only producers
in the world who are systematically
measuring and improving their
environmental performance at a
national level. Plans to extend the
measurement of carbon outputs
to Ireland’s lamb, poultry, pigmeat
and horticulture sectors were also
progressed in 2013, with significant
advances anticipated in 2014.
• Equine DNA issue
Dairy exports to
non-EU markets
increased by
6%
31,386
Quality Assurance
Scheme farm audits
conducted during
2013
The emergence of the equine DNA
issue in January 2013 had serious
implications and consequences for
food processors across Europe and
threw a clear spotlight on the issues of
traceability and trust in the food supply
chain. As the issue was first identified
in Ireland, the robust and transparent
way in which it was addressed here
proved decisive in the overall industry
and consumer response and set
the tone for the broader European
approach. Consumers recognised
the issue was a category rather than
a country of origin one and food
industry buyers, particularly those in
the segments impacted, responded
with a renewed focus on traceability.
The impact for quality assurance
programmes has, therefore, been
largely positive. In the course of the
year, Bord Bia’s Beef and Lamb Quality
Assurance Scheme (BLQAS) increased
its membership to 41,065, an increase
of 22% on the previous year. Today, an
estimated 87% of all beef produced on
Irish farms is quality assured, alongside
65% of all lamb. In the poultry,
pigmeat and eggs sector, almost all
production is now quality assured,
while, for horticulture, the figure is
approximately 75%.
• Trade events and exhibitions
Trade events and exhibitions continue
to represent an important platform for
Irish companies as they engage with
buyers and prospective customers.
Following the successful launch of
Origin Green at the SIAL trade fair in
Paris in 2012, trade events throughout
2013 provided a further opportunity
to extend and build on its message,
with Origin Green branding prominent
on all Bord Bia stands and exhibition
areas.
• Sustainable Agriculture
Initiative
The Sustainable Agriculture Initiative
(SAI) Platform was established by
a number of major international
food industry players some 10 years
ago and, today, has more than 50
members. As a member for the last
three years, Bord Bia has contributed
significantly to the debate within SAI
on greenhouse gas emission allocations
in beef and dairy production and, in
2013, Bord Bia hosted a joint meeting
of the SAI and the Global Research
Alliance on agricultural greenhouse
gases. The event was attended by
scientists from New Zealand, Australia,
The Netherlands and Ireland, as well
as SAI members from leading food
manufacturers.
• Bocuse d’Or
In 2013, Irish beef was selected as
a key ingredient by the organisers
of the prestigious French culinary
competition, Bocuse d’Or, which
took place in Lyon during the world
hospitality and food service trade
show Sirha. Securing this accolade
proved a valuable endorsement for
Irish beef and followed a rigorous and
lengthy process by the competition’s
International Organisation Committee.
The use of Irish beef earned
widespread coverage and positive
commentary in many key markets,
particularly Belgium and France.
• Chefs’ Irish Beef Club
In June, Bord Bia hosted an
international assembly of members of
the Chefs’ Irish Beef Club in Ireland.
Over 60 member chefs and media from
13 international markets participated
in a three-day itinerary, which included
farm and factory visits. President of
Ireland Michael D. Higgins hosted a
reception in Áras an Uachtaráin to
formally recognise the contribution of
the Chefs’ Irish Beef Club to building
the reputation of Irish beef within our
key export markets.
87%
of beef and
65%
of lamb in Ireland
is quality assured
Over
850,000
visitors attended
international trade
shows where Bord Bia
exhibited
Bord Bia Irish Food Board Annual Report 2013
21
40
Inward seafood buyer
visits took place from
markets outside Ireland’s
core EU markets
73%
of graduates from
Bord Bia’s Fellowship
Programme are
employed within the
food & drink industry
• Inward visits and media
• Pathways for Growth
Bord Bia was involved in a number of
events held as part of the Irish hosting
of the EU Presidency during the first
half of 2013. These included a lunch
for 62 EU media journalists at the start
of the year and a three-day itinerary for
an inward visit of Ministers and officials
as the presidency drew to a close.
Bord Bia also advised on the catering
at all venues through the OPW. At the
Global Irish Economic Forum later in
the year, Bord Bia provided advice on
the hospitality and catering element of
the event.
Building on Food Harvest 2020, the
Department of Agriculture, Food and
the Marine’s roadmap for development
of the sector, Pathways for Growth is a
five-year multi-disciplinary programme
designed to support Ireland becoming
one of the most efficient and
innovative food, drink and horticulture
producers in the world. While Origin
Green (covered under Strategic Priority
1: Building Ireland’s Reputation) is
the highest profile output from the
programme to date, Pathway’s four
other workstreams – co-opetition,
innovation and NPD, education and
entrepreneurship – continued to prove
extremely significant in driving an
agenda of change and growth in 2013.
International media visits form
an ongoing part of Bord Bia’s
communications activities and various
high-profile events throughout the year
created opportunities to host media
professionals from the UK, France,
Scandinavia, the Netherlands, Spain,
Russia, China, United Arab Emirates
and Japan, among others.
Noteworthy coverage secured for the
industry included a CNN news feature
on Ireland in December that focused
on the growth and resurgence of
agri-food business and Chinese media
coverage of the National Ploughing
Championships.
Strategic Priority 2:
Enhancing Competitiveness
11
businesses graduated
from the Food Works
entrepreneurial
programme
22
Bord Bia Irish Food Board Annual Report 2013
Promote industry’s market
competitiveness by championing
an integrated approach, leveraging
existing strengths and exploiting
synergies across sectors and firms;
supporting innovation; and building
capabilities where necessary.
The Irish food, drink and horticulture
industry competes successfully in
some of the most competitive markets
in the world thanks to a focus on
innovation, lean manufacturing and
capacity building. Bord Bia engages
in a number of programmes that
support the industry as it enhances its
competitiveness.
•Education
Attracting and retaining the next
generation of business talent in the
food and drink industry is integral
to Bord Bia’s multi-tiered education
programme. Feedback in 2013 showed
the centrepiece Fellowship programme
recorded the highest ever retention
levels and the greatest potential sales
value in 2012/13. Of the 25 fellows
who participated in the 2012/13
programme, 17 have been employed
within Irish food and drink. A sales
value of over €30 million was recorded
by the end of the programme. 2013
also saw the launch of the Origin
Green Ambassadors Programme
(see Strategic Priority 1: Building
Ireland’s Reputation) while the Food
Export Graduate Programme, run in
conjunction with IBEC, continues to
offer graduates a unique opportunity
to enter the food industry with a
placement involving an Irish company
focused on overseas growth. Finally,
the two-year Food Industry Strategic
Growth (Alumni) programme,
which supports more experienced
professionals underwent a review in
2013 and will be restructured in 2014
to run over a concentrated nine-month
period.
•Entrepreneurship
The launch of Food Works in 2012 was
a collaborative endeavour involving
Bord Bia, Teagasc and Enterprise
Ireland, and was designed to facilitate
business start-ups with the potential
for growth of scale. In 2013, eleven
Irish food entrepreneurial businesses
graduated from the first Food Works
programme and three secured
Enterprise Ireland High Potential
Start-Up funding almost immediately.
In March 2013, Food Works 2 was
launched, incorporating a number of
learnings from the first programme.
Bord Bia would like to thank the many
companies within the food industry,
the Institute of Advertising Practitioners
in Ireland (IAPI) and retailers Tesco and
Musgraves for the invaluable support
and feedback provided throughout the
Food Works programme.
•Innovation
Bord Bia’s Consumer Insight and
Innovation team worked across the
food, drink and horticulture industry
in 2013 to foster consumer-led
innovation. A record number of
individual projects were undertaken
through foresight4food, Bord Bia’s
consumer insight and innovation
programme, while the Consumer
Lifestyle Trends programme attracted
over 50 companies in its ongoing
presentations and workshops. Seven
macro consumer insight and foresight
studies were commissioned to identify
changes in consumer behaviour while,
in November 2012, the Branding and
Insight & Innovation Workbooks were
launched.
Collectively, the outputs from Bord
Bia’s Consumer Insight and Innovation
team have helped facilitate Irish
companies engaging in the innovation
and NPD process, encouraging them
to plan their actions around longerterm holistic views of consumer needs
and wants. This culture of innovation
and enquiry received due recognition
when Bord Bia was awarded the
qualitative research excellence award
by the Marketing Society in 2013
for the ethnographic research it had
undertaken for Glanbia in Senegal.
• Marketing Assistance
Programme
The Marketing Assistance Programme
(MAP) represents an important
opportunity for smaller companies
(with an annual turnover of between
€100,000 and €3.5 million) to
secure funding for marketing and
communications projects. In 2013,
a total of 203 applications were
received and grants totalling €850,639
were paid to 155 companies. Those
who benefitted included companies
operating in the farmhouse cheese,
beverages, chilled dairy, confectionery,
bakery, prepared meals, charcuterie,
seafood and horticulture sectors.
Bord Bia receive
research excellence
award
• Food and drink industry
awards
The achievements of Irish food, drink
and horticulture companies were
recognised at the 2013 Bord Bia Food
and Drink Awards held at the Royal
Hospital Kilmainham, Dublin. The
awards, which take place every two
years, recognise excellence across the
industry and the 2013 award winners
were:
• Export award - Glenmar Shellfish;
•Innovation award - Paganini for
FitFuel, a protein enriched ice
cream range;
155
companies received
grants totalling
G850,639
•Success at home award - Britvic
Ireland for MiWadi;
•Sustainability award - Dawn Meats;
• Branding award - Keelings;
•Entrepreneurial award - Irish
Atlantic Salt; and,
•Consumer insight award - Kerry
Foods for Cheestrings.
Bord Bia Irish Food Board Annual Report 2013
23
Overseas offices held
890
buyer meetings &
presentations
56
companies
participated with
Bord Bia in trade
missions to
emerging markets
A new award for ‘online champion’,
recognising companies responding to
the digital age went to James Whelan
Butchers, while ABP Ireland was
honoured with the inaugural business
referral award, in recognition of its
support for co-opetition.
•Co-opetition
Co-opetition is strategic cooperation
with competitors or other peers
in the food industry, whether to
increase market scope, share the cost
of marketing or address logistical
overheads. Awareness of the
opportunity it presents has grown
from a standing start in 2010 and
Bord Bia research in 2013 showed
that 75% of Irish food, drink and
horticulture companies seeking
marketing support from Bord Bia
have considered co-opetition in their
business planning. Since 2010, some
28 individual projects, involving over
200 Irish food, drink and horticulture
companies have been initiated in the
area of promotion, procurement,
market access/trade, logistics and
mentoring. Notable activities include
the opening of Bord Bia’s China Hub in
Shanghai and gaining EU and industry
funding for promotional activity with
mushrooms and farmhouse cheese.
Strategic Priority 3:
Building Exports
98
discreet insight
projects were
completed by
Bord Bia’s Insights
& Innovation team
for 49 companies
24
Bord Bia Irish Food Board Annual Report 2013
Strengthen and extend the ability
of Irish food and drink companies,
driven through market insight, to
build profitable share in selected
high-potential export markets.
The broad spread of growth among
Irish food and drink exports was a
welcome feature of trade in 2013,
with a balanced performance seen by
Irish exporters in the UK, continental
EU and international markets.
Throughout the year, Bord Bia worked
with Irish food and drink businesses
in both established and emerging
markets to provide market intelligence,
strategic introductions and marketing
campaigns that could assist in export
growth.
• Overseas’ reach
With the opening of an office in Dubai
in 2014 Bord Bia’s network of 11
international offices will stretch from
New York to Shanghai and centre
on the markets where trade and the
future opportunities for growth are
greatest. In addition to responding
to market information requests our
overseas offices undertook 890 buyer
meetings and presentations. Thanks
to the generous patronage of the
President of Ireland, An Taoiseach
and the Minister for Agriculture,
Food and the Marine, the industry
is also afforded many opportunities
annually to foster trade links on the
international stage through state
visits, diplomatic initiatives and trade
missions. Bord Bia works closely with
the Department of Foreign Affairs
and Trade and the Department of
Agriculture, Food and the Marine
to extend market access for Irish
food exporters where clear trading
opportunities are recognised. In 2013,
there were a number of positive
developments to report, including
the lifting of restrictions on trade to
Japan and the finalisation of protocols
that will see Irish beef and lamb
being exported to the US. In a move
designed to support industry plans
to double exports to the Middle East
by the end of this decade, Bord Bia
announced plans to open an office in
Dubai.
On the occasion of President Michael
D. Higgins’ three-day state visit to Italy
in February, Bord Bia, in conjunction
with other Irish state agencies, hosted
a business lunch in the Irish Embassy in
Rome. President Higgins also attended
a business lunch in Paris in February,
to which Bord Bia invited a targeted
group of industry figures.
In December, An Taoiseach, Enda
Kenny TD led a trade mission to Japan
where the food and drink industry was
represented, among other sectors, in
a trade programme that ran alongside
the official visit.
Minister for Agriculture, Food and the
Marine, Simon Coveney TD also led
trade missions over the year, including
a visit to Switzerland in July and to the
Middle East in December. The latter
visit, taking in Saudi Arabia and the
United Arab Emirates, involved almost
60 representatives from the Irish food
industry.
• Promotional campaigns
In recent years, Bord Bia has worked
in close collaboration with the food
marketing agencies of other Member
States to secure EU funding for a
range of cross-border promotional
initiatives. Of note in 2013 was the
launch of the ‘Discover Farmhouse
Cheese’ programme, a new EU cofunded programme that promotes
farmhouse cheese in Ireland, Germany
and the Netherlands. The programme
is targeted at women of all ages,
adolescents, girls aged 8 to 13 and
elderly people. The horticulture sector,
meanwhile, benefitted further from
the launch of the EU-funded ‘Just
Add Mushrooms’ campaign which,
following on from a previous threeyear campaign, focuses on 25-45 year
olds in the target markets of Ireland
and the UK. The EU contribution to the
campaign is €1.36 million, 50% of the
total budget of €2.72 million.
Notable among Bord Bia’s own
overseas marketing campaigns this
year was the ‘Honest by Nature’
campaign in the Netherlands, a
multi-platform campaign designed
to communicate the quality, animal
welfare and sustainability credentials of
Irish beef.
• Market research
Bord Bia hosted a European Private
Label Conference in Dublin in March,
from where it launched its new
Continental Europe Private Label
Programme, designed to facilitate
access to retailers over a three-year
period.
A new seafood directory for the
Russian and select markets in the
Middle East provided profiles of the
leading importers, distributors, agents
and logistics providers in the region.
A workshop on the Russian seafood
market followed the launch of the
directory.
Research on behalf of the seafood
sector in Germany, Austria and
Switzerland was undertaken to assess
trade interest in Irish organic sea trout,
the only certified organic sea trout in
Europe. Meanwhile, the opportunity
for dairy exports to Kenya, Tanzania,
Uganda, Zambia and Mozambique
– six countries with a combined
market of 170 million consumers –
was explored in response to growing
interest but limited experience of the
Irish dairy industry in this region of
Africa.
A research project on the future of
whiskey saw Bord Bia identify new and
emerging trends in the UK, USA, Russia
and Japan, and the opportunities these
present to Irish distilleries over the next
two to five years.
A report on the crisp and snack market
in the UK, undertaken for Bord Bia,
outlined the opportunity gaps in the
market presented for Irish companies.
Over 20 new
listings were generated
for Seafood in markets
other than the
UK, France, Germany
and Spain.
• Ploughing Championships
Bord Bia participated in the National
Ploughing Championships in
September in Ratheniska, Co. Laois
with a market information stand and
Origin Green dome in the main area.
In conjunction with the Irish Farmers
Journal, Bord Bia hosted livestock
demonstrations throughout the three
days of the show, while a range of
Quality Assured Irish meat dishes were
served from The Country Kitchen.
Strategic Priority 4:
A vibrant home market
Support and progress the strong
position that the agri-food sector
currently occupies within the
broader Irish economy.
208,884
live cattle exported
The home market is of central
importance to Irish food, drink and
horticulture producers and, in 2013,
Bord Bia focused on activities that
strengthened the message of the
quality proposition Irish food and drink
products represent.
Bord Bia Irish Food Board Annual Report 2013
25
Bloom attracted
110,000
visitors for the first time
•Bloom
• Media and advertising
Bloom 2013 was the seventh year
of the show and Ireland’s biggest
gardening and horticulture event took
place over five days from 30th May to
3rd June in the Phoenix Park, Dublin.
In all, 110,000 visitors attended and
feedback was, in keeping with recent
years, extremely positive. Research
shows that some 60% of the adult
Irish population is aware of the event
and up to 30% of those impacted
were inspired to engage in some
gardening activity as a result. The 2013
show saw a number of new features as
the event was dubbed ‘the Gathering
of gardeners’ in keeping with the Fáilte
Ireland Gathering theme of the year.
The Bord Bia sponsored RTE 1 ‘Home
Chef’ series featured Neven Maguire
and a host of other guest chefs using
quality assured ingredients in their
kitchens and was aired over thirteen
episodes from February to May, 2013.
A Christmas episode also aired. An
intensive campaign of TV advertising,
run in February and again in October,
focused on the Quality Mark and
research found that 85% of all adults
agreed that the advert was effective
in encouraging them to buy food with
the Bord Bia Quality Mark. Promotional
campaigns were also undertaken for
eggs, lamb and poultry. The lamb
campaign targeted higher income
female shoppers aged 40-55 years and
a follow up survey found overall 67%
of adults said that the TV advert would
encourage them to buy more lamb
with the Quality Mark.
In addition to the show gardens and
the gardening displays, important
features of Bloom 2013 included the
Bloom Inn, which offered local artisan
beers, whiskey and spirits; the food
market, where visitors could enjoy
an unparalleled array of Irish artisan
foods; the Bloom farmyard, jointly
organised by Bord Bia and Agri Aware
and several interactive features that
helped explain Bord Bia’s Origin Green
programme.
Gardening talks and cooking
demonstrations also featured, the
latter promoting cooking with quality
assured ingredients. In view of the
ongoing high visitor numbers, a
number of proposals are under active
consideration to create the best
possible experience for visitors to the
show in 2014.
The inaugural Bord Bia Christmas Food
Market, meanwhile, took place at chq
Building, IFSC, Docklands, Dublin in
December, providing 40 participating
companies with an opportunity to sell
their products to a wide consumer
audience in a unique atmosphere.
26
Bord Bia Irish Food Board Annual Report 2013
The establishment of the Bord Bia
Quality Kitchen has created an
online resource that allows featured
ambassadors to share their recipe ideas
and kitchen tips, while promoting
food with the Quality Mark. The
ambassadors include TV and radio
presenters Hector Ó hEochagáin and
Aoibhinn Ní Shúilleabháin, ex-Ireland
rugby international David Wallace
and VIP columnist and former model
Yvonne Keating, along with celebrity
chefs Neven Maguire and Donal
Skehan. The Quality Kitchen launched
in March and, within a few months,
the number of Bord Bia Facebook fans
had increased from 10,000 to over
45,000.
• Food Academy
Food Academy Start is a new training
programme launched in September
2013 which aims to support and
nurture start-up food businesses.
Bord Bia, SuperValu and the County
Enterprise Boards joined forces on
the initiative designed to provide a
consistent level of food marketing
knowledge to new and early-stage
food business owners. Businesses that
complete the initial programme can
then progress to the advanced phase.
• Food Dudes
The national roll out of the Food Dudes
Programme, which has the objective of
encouraging national school children
to consume more fruit and vegetables,
commenced in 2007 and will be
completed during 2014. Evaluations of
the programme show a positive impact
in terms of long-term and sustained
increases in consumption of fresh
produce by participants.
A follow on to the Foods Dudes
Programme called ‘Food Dudes Next
Generation’ was piloted in 84 schools
during 2013.
•GLAS
Bord Bia was the main sponsor of the
one-day GLAS amenity horticulture
trade show, held at the Citywest
Conference Centre in July. Visitor
numbers surpassed 1,000 and 97%
of visitors rated their attendance as
‘worthwhile’.
• TASTE Council
Bord Bia in association with the TASTE
Council hosted the 2013 Summer
School at the Grain Store, Ballymaloe,
Co. Cork in May. The theme of this
year’s Summer School was education
and the TASTE Council launched a
module for transition year students
designed to introduce students to the
food industry in Ireland. The module
was piloted in six secondary schools in
September 2013 with a view to rolling
it out to all schools in 2014.
Over
419,000
Food Academy was
launched during 2013 to
support new and early-stage
food business owners
• Organic sector / farmers’
markets
Research on the Irish multiple retail
sector’s perceptions and issues in the
supply of Irish organic food identified a
number of limiting factors hampering
growth in the sector, and following a
presentation of these findings, it was
agreed to break from the consumer
campaigns around National Organic
Week and the National Organic
Awards until the Irish organic industry
is positioned to take full advantage of
these promotions.
Meanwhile, research on the
development of farmers’ markets
highlighted the importance of location,
frequency, range and consistency of
supply in successful farmers’ markets.
Bord Bia is currently developing a
blueprint for recruiting the second
generation of farmers’ markets and
their members and consumers.
•Foodservice
A food service seminar in Dublin saw
the launch of a Bord Bia report on the
Irish foodservice industry, currently
valued at over €6 billion at consumer
prices. The report suggested growth
in the market would be contingent on
revitalising the dining out experience
while maintaining the sense of the
familiar.
children have
participated in
Food Dudes since it
commenced in 2007.
Conclusion
The sheer diversity of Ireland’s food
and drink portfolio has long been
one of its strengths and, in 2013,
the industry once again put in strong
performances across all categories. The
two pillars of Irish agricultural output,
meat and dairy, continued to lead
the way with respect to the scale of
growth achieved.
In a year where many forecasters had
expected consolidation rather than
significant expansion, the scale of the
growth achieved was laudable and
Bord Bia, I believe, was instrumental
in facilitating this onward journey. The
powerful commitment to sustainability
evidenced in 2013 has also provided
a new and exciting platform for the
industry to speak with a common
voice and Bord Bia is committed
to enhancing the opportunities for
growth this represents in the years
ahead.
As a marketing support agency, Bord
Bia strives in everything it does to
promote growth that creates wealth
and employment in the real economy.
We take great pride in the part we play
in facilitating the growth strategies of
our clients.
In concluding my review of the
year, may I thank the Minister for
Agriculture, Food and the Marine,
Simon Coveney TD, the Chairman
of Bord Bia Michael Carey and the
members of the Board and the
subsidiary boards most sincerely for
their unwavering commitment and
support during 2013. Bord Bia could
not hope to serve the industry as
it does without the guidance and
invaluable expertise of individuals
of this calibre. I would also like to
acknowledge and sincerely thank my
colleagues in Bord Bia who, through
their expertise and insight, foster
relationships of value throughout the
industry, and contribute fundamentally
to the outputs of what I believe is a
world-class organisation.
The opportunity to reflect on the
accomplishments of a year gone by
is quickly curtailed by the demands
of the year ahead. However, I believe
we can look on 2013 as a year where
many valuable lessons were learned
and where the commitment of the Irish
food, drink and horticulture industry
to the path of progress and growth
proved unerring. While we cannot
doubt that challenges lie ahead, we
can take the many positive soundings
around economic recovery in Ireland
and beyond, along with the continued
strong performance of our industry, as
clear reasons to be optimistic for the
year ahead.
Aidan Cotter
Chief Executive
Bord Bia Irish Food Board Annual Report 2013
27
Sector Review: Meat and Livestock
Beef
A combination of strengthening
commodity prices and higher output
contributed to the beef industry
putting in a very strong performance
during 2013.
Beef Exports
2012
€1.9 billion
2013 +10%
€2.09 billion
Production
520,000 tonnes
Exporter
470,000 tonnes
% Exported
90%
With beef exports valued at just under
€2.1 billion, the UK absorbed over half
(53%) of this, a year-on-year increase
of some 5%. Continental Europe saw
more marginal growth, up €60 million
to €960 million, with Scandinavia,
France, Germany and the Netherlands
offering the best returns. At a macro
level, Irish suppliers benefitted from
a general fall of 2% in European
beef output although exports to the
Continent faced some price resistance
during the year in response to slow
consumer demand and relatively
high beef prices. The international
marketplace was worth some €25
million to the sector in total, with
trade to Switzerland, Russia and some
African countries noteworthy. A new
campaign entitled “Honest by Nature”,
designed to promote Irish grass fed
beef in the Netherlands, was launched
during the year to communicate to
consumers and buyers on the quality,
animal welfare and sustainability
credentials of Irish grass fed beef.
The positioning of Irish beef in our
key markets continues to progress,
with almost two thirds of export
volumes now destined for the higher
value standard retail, premium
foodservice and retail or quick service
sectors. Contributing to its image
as a premium quality product, Irish
beef was selected as the key meat
ingredient for the 2013 Bocuse d’Or,
the international culinary competition
widely regarded as the ‘Olympics
28
Bord Bia Irish Food Board Annual Report 2013
of the Culinary World’. Over sixty
member chefs and media from thirteen
international markets travelled on a
three day itinerary which included farm
and factory visits. On the occasion
of their visit to Ireland, President
Higgins hosted a reception in Áras an
Uachtaráin to formally recognise their
contribution to building the reputation
of Irish beef within our key export
markets.
Livestock exports
Livestock Exports
An important feature in the livestock
trade during 2013 was the resumption
in exports to Libya. Shipments to the
market included almost 15,000 cattle
along with 21,000 sheep. Other North
African markets included Tunisia, 4,000
head, and Morocco, 1,300 head.
Trade in live sheep exports remained
strong throughout the year and the
commencement of live trade to Libya
providing an added boost to the sector.
Live pig shipments to Northern Ireland
had an estimated value of €72 million.
Pigmeat
2012
€217 million
2013 +11%
€240 million
Live
Cattle +30%
210,000 head
or €157 million
Calves +140%
90,700 head
Weanlings &
Stores +3%
70,500 head
Finished Cattle
-10%
48,000 head
Sheep +55%
70,000 head
Pigmeat Exports
Pigs -6%
571,000 head
2012
€510 million
2013 +9%
€557 million
Competitive domestic calf prices and
a recovery in live exports to North
Africa were the two main drivers of a
stronger live export trade during 2013.
Calf exports to Belgium increased
by 135%, to the Netherlands by
110% and exports to France resumed
reaching almost 7,000 head. Exports to
Spain also increased by 140% mainly
due to increased calf exports. Weanling
exports to Italy fell by 32% and
consignments to Northern Ireland were
also 13% lower. However, exports of
weanlings and store cattle to many
of our traditional markets continued
to be impacted by the relatively
high prices being paid for stock by
domestic beef producers. During most
of 2013, farmers in Ireland received
higher prices for finished cattle than
in the majority of other EU producing
countries.
Ireland’s pigmeat producers are
long familiar with competitive and
price sensitive environments. During
2013, some respite from this picture
emerged, as prices increased by
approximately 6%, a situation that
offset a 2% drop in production and
brought about a timely boost to the
value of Irish pigmeat exports.
Growth came in the context of
lower EU pigmeat production
and strengthening international
demand. Reduced trade to Japan
and Continental Europe contrasted
to strong growth in the UK where
the value of trade rose by 6% to
€320 million. Exports to international
markets were up 7% on last year,
valued at an estimated €125 million.
Growth was particularly in evidence
in Russia, while China and the US saw
steady demand and the Australian
market reopened to exporters.
With half of Irish pigmeat production
destined for the home market, the
promotional focus during 2013
revolved around continuing to
maximise demand for Quality Assured
pork, bacon, cooked ham and
sausages amongst Irish consumers.
The use of the Bord Bia Quality Mark
on Pigmeat products (Bacon, Pork,
Rashers and Cooked Ham) as tracked
in the Bord Bia quarterly retail audit
reached 68% in 2013, its highest level
since the retail audit started in 2008.
Since the Quality Assured Bacon and
Ham TV advertising campaign started
in 2012, advertising awareness of
this campaign has risen from 51% to
70% of all adults by the end of 2013.
This campaign was supported with
TV, point of sale, PR and social media
activities.
Poultry
An easing in feed costs as the year
progressed combined with stable
consumer demand helped the poultry
sector across Europe during 2013,
although prices came under some
pressure as the year progressed. EU
poultry production increased by around
1% in 2013 to 12.8 million tonnes.
This increase was driven entirely by
broiler production as both turkey and
duck recorded lower output levels. Irish
poultry production fell by 12% on the
back of some structural changes within
the industry during the year.
Lamb
Poultry Exports
2012
€223 million
2013 +5%
€234 million
Broiler prices across Europe were
almost 3% higher in 2013 at €1.95/
kg.
The value of trade to the United
Kingdom, at €190 million or some
83% of total exports, was largely
unchanged during 2013 as stronger
exports of processed poultry helped
offset lower fresh and frozen volumes.
Exports to other European markets,
estimated at €30 million, performed
well in value terms and were led
by France which saw a sharp rise in
exports of frozen product. Trade to
international markets, valued at €13
million, showed little change with
stable exports reported to South Africa
and the rest of Africa.
Total sheep meat disposals increased
by 184,000 to reach 2.61 million head
during 2013.
Lamb Exports
2012
€218 million
2013 +4%
€226 million
The 8% increase in throughputs levels
was a result of a higher carry over
and disposal of hoggets which were
up by almost 165,000 head on the
previous year. However, gains achieved
by the increase in throughput levels
were negated by a difficult spring
when carcase weights were back by
an average of 1.3kgs resulting in total
sheep meat production rising by just
3% to reach 55,000 tonnes.
Domestic consumption remained under
pressure and according to Kantar
Worldpanel retail sales of lamb fell by
approximately 6%. For the year, total
sheep meat consumption is estimated
at 15,200 tonnes, equivalent to 3.5kg
per capita. Total sheep meat exports
increased by 5% to reach 44,000
Bord Bia Irish Food Board Annual Report 2013
29
tonnes with values rising at a similar
rate to reach €226 million.
While France and the UK continue
to be our core markets their share
of exports fell from 70% to less
than 60% in 2013 reflecting a
significant drop in trade to the UK.
Market diversification continues to
be a growing trend, especially to the
high value markets such as Belgium,
Germany, Sweden and Switzerland.
Emerging International markets are
growing in importance with Hong
Kong being the primary destination
of Irish sheep meat exports with
shipments doubling to almost 1,200
tonnes. In light of the growing
importance of Irish sheep exports into
Belgium and Sweden, both of which
grew by 50% and 30% respectively an
integrated programme of promotional
activities was undertaken at trade and
consumer level.
30
Bord Bia Irish Food Board Annual Report 2013
Home market promotions focused
on increasing the frequency of lamb
purchases during the peak supply
season and a successive wave of
promotional activities coinciding
with the availability of new season
lamb included a total of eight weeks
of TV advertising, PR publicity and
social media activities. The Bord Bia
Quality Assurance logo is growing
in importance with 95% of all lamb
facings in Irish retail now carrying
the quality mark and applications for
membership of lamb quality assurance
surged to almost 12,000 equivalent to
65% of national throughput
The ‘Agneau Presto’ campaign which is
a collaborative initiative between Bord
Bia and our counterparts in the UK and
France has made significant inroads
in changing consumer attitudes to
lamb in France. With a central theme
of convenience, the campaign placed
a significant emphasis on training
butchers in both lamb processing
plants and retail stores to develop and
sell the new range of cuts, as well
improving merchandising displays. The
decision of the EU Commission during
the year to allow sheepmeat to be an
eligible product for the EU Promotion
of Agricultural Products programme
was welcomed and will build on the
collaborative work of the Agneau
Presto campaign facilitating the generic
promotion of lamb across a number of
EU markets.
Market Access
Gaining market access has been a
priority and the subject of intensive
work in recent years. Significant
progress has been made with the
recent good news announcing the
lifting of restrictions on trade to Japan
and the finalisation of protocols that
will see Irish beef and lamb being
exported to the US.
Sector Review: Food and Beverages
Dairy products
& ingredients
Exports
2012
€2,636 million
2013 +14%
€2,995 million
One of the pillars of the Irish agri-food
sector, the dairy category is a broad
one, encompassing primary and value
added products and ingredients.
Poor weather in key production areas
globally led to some severe supply
challenges in 2013, while demand
remained strong in a number of a
markets including China, the world’s
largest dairy buyer.
The UK, accounting for 37% of dairy
exports, remains the single most
important market for the sector and
exports increased by 15% to €1.1
billion for the first time. Even more
vigorous growth was experienced in
the euro zone, where trade increased
by more than 25% to account for
29% of total dairy exports with
the strongest increases in exports
to Belgium, France, Germany, the
Netherlands and Italy. The picture
internationally was more mixed, with
strong performances in China, Hong
Kong, Malaysia and Vietnam offset by
lower trade in the US, Saudi Arabia
and South Africa, bringing the total
value of the international markets
down to 34% from 38% in 2012.
Looking closely at the dairy categories,
the traditionally strong butter and
cheese exports recorded strong
overall performances. Butter exports
experienced a 10% increase in volumes
and higher average prices with exports
to Continental Europe increasing
by over 50% boosted by significant
volume increases to Belgium, France
and Germany. Cheese exports, which
account for almost a quarter of dairy
exports, increased by 7% on the back
of strengthening demand.
Categories such as infant formula also
put in strong performances in markets
such as China, Hong Kong and
Vietnam, though the overall picture
was relatively static.
Prepared Foods
The prepared foods category includes
a wide range of primary products
that have been further processed,
such as ready-to-eat foods, mainmeal
centres, some added-value dairy
products, snacks, confectionery
and bakery products. Arguably the
most diverse of industry categories,
prepared food exports enjoyed a
strong overall performance in 2013,
although one that masked more mixed
results in some segments. Strongest
performances were in fat filled milk
powders, which grew strongly on
the strength of global demand,
while established categories such as
frozen ready meals faced a range of
challenges including the consumer
response to the equine DNA issue, a
more competitive marketplace, higher
costs and changing consumer trends.
Cooked meats, pizza, sauces, bakery
and, to some extent, confectionery
recorded more positive performances.
On the domestic market,
manufacturers experienced continued
input cost increases and margin
pressures. Price inflation saw
consumers cope by switching to
discount retailers and to private label
ranges. Overall the Irish grocery retail
market declined by 0.3% in 2013,
although this was the slowest rate of
decline since 2009.
Many companies are expanding their
trading platform across a range of
retail models and export markets
as well as introducing innovation
strategies into their businesses as a
means to add value and differentiate
their product offer from competitors.
The UK continues to be the main
target market, accounting for almost
40% of prepared food exports. While
the relative strength of the euro
against sterling created some issues,
strong showing in foodservice and a
focus on NPD, which delivered new
streams of business, were notable
aspects of the year’s performance.
During 2013, the trend of
diversification also began to intensify,
with operators diverting supply
to continental European markets
and to some niche opportunities in
international markets. Continental EU
markets now account for more than a
quarter of total prepared food exports
and overall trade for the year increased
by around 20% to reach €420 million.
The Netherlands, France, Germany and
Scandinavia were the best performing
markets.
Bakery
During 2013, the domestic market for
bakery remained stable with recent
changes in the structure of the retail
environment generating opportunities
for suppliers to develop new products
and branded routes to market. Exports
of bakery products grew strongly in
2013. In the key UK export market, instore investment in bakery in the main
retailers is a key driver with growth in
artisanal and speciality breads, freefrom products, self-treating indulgent
cakes and seasonal ranges. Although
the UK remains the most important
market for this sector, there has been
a steady increase in the number of
markets served with several companies
now growing sales in the Middle
East, North American and Australian
markets. Opportunities are also
being explored in other new markets
with niche suppliers in the category
presenting particularly good potential.
The outlook for Irish bakery exports is
positive, with high levels of investment
in facilities and production reflecting
a dynamic market. While input costs
have eased managing the commodity
markets remains challenging.
Confectionery
Consumers continue to view chocolate
as an affordable treat and following
a decline of 2% in the previous year,
chocolate confectionery exports grew
by over 3%. While sales of mainstream
chocolate to the UK declined, sales
grew strongly to a number of new
markets, such as the Middle East,
Southern Asia and Australia driven
principally by smaller producers. The
Bord Bia Irish Food Board Annual Report 2013
31
launch of new products has also
driven some of the growth especially
in the luxury end of the market. Sugar
confectionery exports had a good
year with sales growing over 5%, the
European markets grew strongly as did
the UK with emerging markets such
as the Middle East at the core of this
growth.
Frozen
The frozen food category has been
relatively buoyant with Kantar
reporting the UK overall sector
performance up 2.5% year-on-year
to 5th January 2014 (while domestic
performance for the same period was
down 3.1%). This has been good
news for many Irish frozen food
manufacturers for whom the UK is the
principal export market. The strong
export performance has not been
true of all product categories however
with frozen ready meals in particular
struggling more than ever due to the
negative impact of the equine DNA
issue in early 2013. Frozen burger sales
also suffered as a result, though the
potential negative impact was lessened
somewhat by strong barbeque trade
32
Bord Bia Irish Food Board Annual Report 2013
thanks to exceptional weather during
the summer months. Frozen pizza
exports have shown a reasonably
strong performance while ice-cream
exports were very strong in 2013,
thanks largely to the good summer.
occasions with growing interest in
health and wellness driving new
product development. Companies are
also successfully exploring new market
opportunities in the Middle East, South
Korea and USA.
Grocery
Artisan and Speciality Foods
Driven by chocolate spread, peanut
butter and honey, the grocery sector
performed well during 2013 despite
the challenges of volatile ingredient
and input costs combined with
increased operating expenses. The
value of exports of sauces, soups,
cereals and extracts increased by
14% with the value of sweet spreads
exports growing by 5%. Volatile sugar
prices and increased breakfasting
at home have benefited the value
growth in the sweet spreads category.
The growing penetration of private
label in supermarkets and discounters
with consumers seeking out value for
money also contributed to value and
volume growth.
Artisan and speciality foods are
encompassed within prepared
foods but can be seen as a distinct
subset, given their important role in
communicating the enduring cultural
values around food production, and
in highlighting the distinct value of
foods that utilise traditional production
methods and ingredients. Among
a number of exciting developments
for the sector during 2013 was the
launch of ‘Discover Farmhouse Cheese’
programme, a new EU co-funded
programme for the promotion of
farmhouse cheese involving Ireland,
Germany and the Netherlands.
Activity within the category is focused
on new varieties, low sugar and
no sugar varieties, new packaging
formats and increased consumption
For prepared food suppliers generally,
the potential to pass on increases and
to recover margin will be a critical
marker for the sector’s performance in
2014 and there is broad optimism that
the upward trend of the last year will
continue.
Beverages
The story of the global beverages
market in 2013 was largely a contrast
between strong growth in travel
retail sales, where the increased
impact of premiumisation is being
felt, and sluggish consumer demand
in developed economies and more
mature markets.
On the back of this, the beverage sector
delivered what can be seen as a solid
performance with sustained growth in
whiskey and stronger exports of nonalcoholic beverages set against reduced
trade in cider, beer and cream liqueurs.
An overall marginal decline of 1% saw
the sector’s exports worth €1.2 billion
for 2013.
The more challenging mature markets
can, however, be contrasted with more
impressive export growth recorded in
emerging markets in Asia, Middle East,
South America and Africa, all of which
are increasingly seen as central to the
future of the industry. Exports to the
USA were helped considerably by a
strong performance by Irish whiskey.
From the supplier perspective, both
spirits and craft beers will experience
significant growth over the next 3
years. More than 30 craft breweries are
currently operating on the island, while
19 more are in the planning phase.
The number of distilleries on the island
is increasing significantly also, with 12
more either in the planning or build
phase. These, coupled with the existing
portfolio of 21+ spirits distillers, cream
liqueur manufacturers and brand
owners will create a category with
remarkable depth and breadth.
Seafood
Irish seafood exports recorded a slight
decline during 2013 to an estimated
sales value of €489 million. This was
primarily due to a reduction in raw
material availability. This followed strong
growth of almost 65% in the value of
exports over the period 2009 to 2012.
The on-going strength of demand
within the sector is evident by the
continued rise in unit prices (around 7%
higher), particularly for certain species
such as salmon and oysters.
The core European markets of France,
Spain, Germany, Italy and the UK
remain the main outlet for Irish
seafood exports with the top five
markets accounting for more than
55% of total exports. However, this
compares to a 60% share in 2012
and demonstrates the on-going focus
of the leading Irish seafood exporters
in the development of new business
in emerging markets to offset some
price resistance in core European
markets. The core European markets
were challenged by a limited supply for
traditional species such as salmon and
whitefish and also by sluggish markets
due to a poor economic climate and
weak consumption.
Seafood exports to International
markets continue to grow strongly
in 2013 reaching an estimated €175
million representing a value increase of
around 7%. The strongest emerging
markets with high double digit
growth have been Cameroon, Russia,
Korea, China and Hong Kong. Good
performance for pelagic species in these
countries partly explains strong growth
but also a wider range of species into
Korea, China and Hong Kong where
crab, razors and oysters are beginning
to make significant market entry at
foodservice and retail level.
Despite demand for organic salmon
continuing to rise significantly, the
lower availability of Irish salmon due
to limited production was a key factor
impacting seafood export volumes
during 2013. Output was down by
around 22% in volumes terms which
had a major impact on salmon exports
in all formats including smoked.
Oyster exports performed well with
strong demand both in traditional
markets and emerging markets such
as Hong Kong while Japan, Malaysia
and the UAE all recorded very strong
double digit growth in the value of
exports albeit from a low base. The
French market continues to dominate
oyster exports with a value growth of
74% in 2013. The Italian market also
performed well. Growers are holding
onto oysters longer until they reach
market size with a decrease in trading
of half-grown oysters which explains
volume as well as value increase of
18% and 53% respectively. Crab
exports performed strongly in 2013
with an increase in value of around
14% against a background of stable
volumes. A strong performance to
China was recorded with an increase
of 168% in value terms. The French,
Italian and UK markets also performed
well for this species. The total value
of pelagic exports fell slightly in 2013
mainly as a result of the reduction in
blue whiting available for processing
and export. Total blue whiting export
volumes reduced from 63,000 tonnes
to 45,000 tonnes during 2013.
The export performance of the Irish
seafood industry in 2014 will be largely
dependent on raw material supply
for key product species. No major
volume increases for aquaculture
are anticipated for 2014 and quota
restrictions on certain wild species,
notably for prawns and whitefish,
will hamper volume growth for the
coming year. A resolution to the ongoing ‘mackerel war’ between the
EU, Norway, the Faroes and Iceland,
allowing large quantities of cheaper
mackerel to flood the market, would
be welcomed. With an Irish quota of
88,000 tonnes, boarfish represents
a significant opportunity and Bord
Bia is working to raise awareness of
this product with a number of trade
customers in the Chinese market.
Bord Bia Irish Food Board Annual Report 2013
33
Sector Review: Small Business
& Organic Sectors
Bord Bia works with over 400 small food and drink businesses with a
total estimated turnover of €400 million. Total direct employment by
the small business sector is approximately 3,000 people.
Small Business Open Day
Themed ‘Progress and resilience in
2013’ some 170 small food and
drink producers attended the Bord
Bia Small Business Open Day on 23rd
January 2013. This annual event
which is designed to assist companies
plan for the year ahead also featured
presentations on Origin Green, latest
Kantar research on the Irish and UK
Retail landscape, Bord Bia insights into
Understanding the Consumer and an
in-depth interview with Michelin star
chef Dylan McGrath. Vincent Reynolds,
CEO of the Association of County
Enterprise Boards presented on how
the County Enterprise Boards support
small business and Tara McCarthy of
Bord Bia presented on the services and
programmes provided by Bord Bia for
small food and drink producers. The
event also provided an opportunity to
network with peers and showcased
the full range of resources available
to small businesses in the food and
beverages sector from Bord Bia and
related agencies.
Bord Bia Vantage
In 2007, Bord Bia launched Bord Bia
Vantage, which services over 400
SMEs with a turnover of less than €3.5
million. Since its launch, the Vantage
Programme has enabled owner/
managers to access best-practice
resources, expertise and processes to
help build their respective markets.
The key service platforms of Bord Bia
Vantage are:
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Bord Bia Irish Food Board Annual Report 2013
Bord Bia Vantage Point –
Vantage Point is Bord Bia’s online
resource guide for small businesses.
This is a focused internet space for
small food and drink businesses at
www.bordbiavantage.ie The aim
of the website is to provide quick and
easy access to timely and relevant
information 24/7 and is divided into
three areas; ‘starting your business’,
‘marketing your business’ and ‘insights
for business’. Throughout the site,
visitors are provided with overviews,
top tips, guidelines, templates and
other downloads. Vantage Point is a
core part of the small business service
and continues to be updated on a daily
basis. Visitor number have increased to
almost 47,000 visits, 40,000 of which
were unique visits meaning that they
are counted as an individual visitor
no matter how many times they visit.
Over the year, there were 80,500 page
views.
Bord Bia Vantage Plus –
Vantage Plus is a programme designed
to develop small business companies’
capabilities and competencies
in the key areas of business and
market development. Vantage Plus
Programmes are underpinned by a
group-based learning and networking
philosophy which encourages best
practice and co-opetition. In 2013,
the Vantage Plus programme was
paused to accommodate the launch
of Food Academy Start (see also Chief
Executive’s Review). Food Academy
acts as a feeder to Vantage Plus as well
as Bord Bia’s Retail and Foodservice
Supplier Development Programmes.
Food Academy was launched in
September 2013 by Minister for
Agriculture, Food and the Marine,
Simon Coveney TD. The aim of the
Academy is to provide integrated
supports to food companies as they
progress on their growth journey
from start-up to national distribution
and export. At entry level or Food
Academy ‘Start’, the aim is to create
a level playing field of food marketing
knowledge across all counties and
to deliver consistent information to
companies as they begin their journey
as a food producer. Rolled-out by
the 35 County Enterprise Boards, the
‘Start’ programme is supported by
Musgraves who nominate a SuperValu
manager in each county to participate
on the programme and provide retailer
insights and expertise. Bord Bia has
designed the full course content of
‘Start’.
The second phase of Food Academy
is the ‘Advance’ phase which is a
partnership between Bord Bia and
Musgraves and which will take the
form of a new Bord Bia/SuperValu
supplier development programme
commencing in early 2014. The final
phase of Food Academy is ‘Excel’
which encompasses the export
development programme between
Bord Bia and Budgens.
Bord Bia Vantage Promote –
Provides for business development and
public relations activities; sponsorship
of awards and the development of
itineraries for the promotion of the
small business and speciality sector.
Trade Fairs
Trade fairs continue to be an
important source of new business
(trade and consumer) for small
business companies. Small businesses
participated with Bord Bia at ISM
Cologne, Biofach Nuremburg and the
Speciality & Fine Food Fair in London.
Bloom 2013
56 Irish artisan food producers
participated in the Artisan Food
Market at Bloom. The Artisan Food
Market is an established feature in the
Food Village at Bloom and provides
a showcase for the finest Irish artisan
foods including bakery, meat, fish,
confectionery and prepared foods.
The market stalls provide a unique
opportunity for visitors to meet
the producers and learn about the
products on offer and how best to
prepare them.
Bord Bia Christmas Market
Thirty three food companies
participated in the inaugural Bord
Bia Christmas Food Market at chq
Building, IFSC, Docklands, Dublin
from Thursday 12th December to
Sunday 15th December. The Christmas
Food Market was well attended by
consumers over the four days with
2FM broadcasting live from the event
on the opening day. Feedback from
consumers and traders has been very
positive and the market provided
participating companies with an
excellent opportunity to raise their
profile and sell their products to a wide
consumer audience in a festive and
enjoyable atmosphere in the peak preChristmas trading period.
Farmers’ Markets
During 2013, Bord Bia undertook
research into the current dynamic of
farmers’ markets in Ireland against
the back drop of Food Harvest 2020’s
ambitions for farmers’ markets, namely
their further development to provide
opportunities for diversification and
added value for smaller enterprises in
particular. As part of the research, the
role of the voluntary Code of Good
Practice for Farmers’ Markets was
also evaluated so that it may evolve
into an enabler of best practice at
markets to inter-connect the markets
with the wider aspects of local food
and to create a more sustainable local
food eco-system for all. This will be
developed further in 2014 as a central
theme to Bord Bia’s planned Spring
seminar on farmers’ markets.
Organic Food
2013 was another challenging year
for the organic market as consumers
continued to be driven by price
and promotional activity in their
shopping choices. The total value of
organic retail sales was €98 million,
representing 1.4% of total food
and drink retail sales in Ireland. This
represents a fourth year of decline
for the market from a high of €123
million in 2009.
In early 2013 research was undertaken
by Bord Bia to examine the Irish
multiple retail sector’s current
perceptions and issues in the supply
of Irish organic food. In a series of
22 in-depth interviews, three limiting
factors were identified to the progress
of the sector; industry fragmentation,
lack of industry commitment to adapt
to consumer and retailer demands
and the lack of ownership of an
organic retail strategy by retailers or
by industry. Following a presentation
of these findings to Organic Focus, it
was agreed by the group to focus on
renewing and building the organic
supply base in 2013 and to break
from the consumer campaigns around
National Organic Week and the
National Organic Awards until the Irish
organic industry is positioned to take
full advantage of the promotion. In
November 2013, Bord Bia presented
the findings of a gap analysis research
study on the Irish and UK markets to
the National Organic Conference. The
study identified potential new supply
opportunities for the organic sector
and development work around these
opportunities will be carried forward
into the 2014 organic marketing plan.
Bord Bia Irish Food Board Annual Report 2013
35
Sector Review: Horticulture
The key crops in the horticulture food sector include mushrooms,
potatoes, field vegetables, outdoor fruit and protected crops. The
key crops in the amenity horticulture sector include nursery stock
production, protected flowers / ornamentals, Christmas trees, cut
foliage and bulbs.
The main market for the
horticultural industry continues to
be the domestic market. The main
exports are mushrooms to the UK
market and amenity sector exports
including nursery stock plants, cut
foliage and Christmas trees.
Exports of mushrooms to France in
small quantities began for the first
time in 2013. The Irish retail market for
mushrooms grew by 4%, in both value
and volume in 2013.
Potatoes
The total production area for field
vegetables is estimated to be in excess
of 4,200 hectares with approximately
200 commercial field vegetable
growers. Output from the sector was
valued at €60 million in 2013. While
the unusually cold spring delayed early
season plantings and growth the warm
summer weather resulted in good
quality yielding crops. The domestic
retail market is the key market for
vegetables with the value of the fresh
vegetable category valued at €521
million in 2013. The prepared fruit and
vegetable category was valued at €84
million at retail level.
It is estimated that 360,000 tonnes
of potatoes were produced in Ireland
during the 2013 season, with a total
of 9,800 hectares of potatoes grown
by an estimated 540 growers. The
main variety grown in Ireland is Rooster
accounting for 60% of production,
followed by Kerr’s Pink 10%, Queens
7.5%, Golden Wonder 3%, Records
1% and others 19.5%.
Recent years have seen a decline in
fresh potato consumption with market
switching over to other carbohydrate
sources such as rice and pasta. While
a significant majority of households
still buy potatoes, on average they are
tending to buy smaller pack sizes. The
retail value of the potato category was
€185 million in 2013.
Mushrooms
The mushroom sector experienced
growth in 2013 with production
exceeding 63,500 tonnes and the farm
gate value estimated at €121 million.
Ireland’s edible horticulture exports
revolve chiefly around mushrooms,
where a strong performance was again
seen in 2013, with combined value
and volume growth of 4% to the UK,
the dominant export market for this
sector.
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Bord Bia Irish Food Board Annual Report 2013
Field Vegetables
Protected Food Crops
The protected salad/vegetable sector
cropping area is approximately 162
hectares and has an output value
estimated at €25 million. Tomatoes,
peppers and lettuce are the major
crops in this sector, most of which is
destined for the Irish retail market. Irish
tomato production has consolidated in
recent years, but there have been some
increases in the greenhouse area.
Fruit Crops
In 2013, output from the soft fruit and
apple sectors was values at €41 million
and €6 million respectively.
Fruit is the largest fresh produce
category for consumers at retail level
valued at €530 million. Apples and
strawberries are the two main fruit
crops produced in Ireland. Demand
for Irish eating apples remains strong
and 2013 was a reasonable season
for producers. The value of the retail
market for Bramley apples increased
marginally, even though volumes
declined. Within the sector, there is
increasing interest in cider production,
and farm shops to increase the value
of production.
In the soft fruit market, strawberries
are the most important crop and
investment in the sector has extended
the strawberry growing season from
early April to the end of December.
The retail value of strawberries grew by
1% in value, and 8% in volume. Soft
fruits such as raspberries, blueberries,
gooseberries and red currants continue
to show growth, although their rate of
growth is slowing. Berries apart from
strawberries account for nearly 50% of
the value of soft fruit sales.
Amenity
The amenity sector consists of crops
such as hardy nursery stock, bedding
plants, bulbs, cut flowers/ foliage
and turf grass and a total output
valued at in excess of €40 million.
The domestic retail market for plant
and flower sales is estimated to be in
excess of €200 million per annum.
Activity in the commercial landscaping
sector continues to be challenged in
the current environment but there are
signs that activity is starting to increase
again.
Exports of amenity horticulture crops
were valued at approximately €13.75
million in 2013 which is an increase of
€2 million over 2012. This includes cut
foliage used in floristry valued at €3
million, daffodil bulbs and cut daffodil
flowers valued at €1.25 million,
nursery stock (trees and shrubs) valued
at €4 million and Christmas trees
valued at €5.5 million. Most nursery
stock sales were achieved in the UK.
As in previous years small quantities of
young garden plants (plugs and liners)
were sold further afield where the
higher value to volume ratio supported
transport costs. The development of
new plant varieties through micro
propagation continues to generate
additional export income through the
licensing of intellectual property to
foreign growers and the demand for
novel plant introductions bought as
both young and finished plants
Horticulture Promotions
Generic horticulture promotional
activity in 2013 included National
Strawberry Week in June and National
Potato Day in August. National
Potato Day activity was supported
jointly by Bord Bia and the Potato
Industry to encourage increased
potato consumption and included a
range of promotional activities which
highlighted the health, convenience
and versatility of the potato. For
further information see www.potato.
ie. The website continues to promote
the potato to consumers as well as
supporting other promotional activities.
Agreement was reached with the
potato industry to provide funding
to support an application to the EU
for matching funding for a three year
generic promotion of potatoes on the
Irish market. Fresh Produce was again
promoted at Bloom 2013 through a
major exhibit of fruit and vegetable
crops, the best in season fresh produce
market and a potato variety exhibit
with cooking demonstration. The “Best
in Season” website promotes crops
in season detailing their nutritional
content and how they can be used in
recipes.
Under the ‘It’s Garden Time’ banner,
a gardening supplement was
published in association with the
Irish Independent in April, and two
monthly features were supported in
the Irish Garden magazine, featuring
quality-awarded garden centres,
landscaping businesses and nurseries.
A suite of promotional material
was commissioned and available to
growers and retailers from the Bord Bia
website. A promotion of locally grown
plants through garden centres linked
to Bloom was carried out during the
summer.
Bord Bia Irish Food Board Annual Report 2013
37
The third year of a three year EU
supported mushroom campaign on
the UK market continued in 2013.
This campaign produced a cumulative
increase in sales of 28,000 tonnes over
the three years of the campaign. An
application for funding for a follow
on campaign, also for three years was
successful and activity commenced in
the last quarter of 2013. This campaign
will also cover the domestic market.
Food Dudes
The national roll out of the Food Dudes
Healthy Eating Programme continued
in 2013 with another 386 schools and
67,000 children taking part.
The Food Dudes Healthy Eating
Programme is a whole school initiative
which is based on the repeated
tasting of fruit and vegetables. The
programme is focused specifically on
consumption and getting children
to change their existing behaviour
to either start or increase their
consumption of fresh produce. The
national roll out of the programme
commenced in 2007 and 87% of
schools have participated to date.
Evaluations to date have shown a
significant increase in the consumption
of fresh produce by the children who
have participated in the programme.
The programme is funded by the
Department of Agriculture, Food and
the Marine and the European School
Fruit Scheme.
‘Incredible Edibles’ schools programme
is managed by Agri Aware and jointly
funded by Bord Bia and the fresh
produce industry. The programme
was taken up by 875 national schools
in 2013 and teaches children how to
grow fruit and vegetables, their origin
and the benefits of eating healthy by
getting the recommended five a day.
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Bord Bia Irish Food Board Annual Report 2013
Marketing, Innovation,
Training and Information
During the year 38 horticulture
businesses received assistance under
the Bord Bia Marketing Assistance
Programme in for a range of activities
including trade shows, market
research, POS & labelling generation
and website development. The Bord
Bia foresight4food programme also
assisted a number of nurseries in brand
development and consumer focus
work. Research on the size and trends
in the retail fresh produce market was
disseminated to the sector and similar
information was provided on the
UK mushroom market to the export
marketing companies. In addition, the
annual census data on selected crops
and yield information on potatoes
were made available to the relevant
sectors. A supplier development
programme continued with nursery
growers to assist them in delivering
profitable sales growth for their
businesses through retail markets. The
programme had 19 participants and
included workshops and one-to-one
business mentoring.
Bord Bia partnered for the third time
with the Irish Potato Federation in
organising a trade stand at the Fruit
Logistica fresh produce trade show
in Berlin in 2013. It is the largest
fresh produce trade fair globally
and provided an opportunity for
participating companies to build on
existing market contacts and to find
potential new buyers across a wide
range of countries for Irish grown
potatoes and fresh produce.
Bloom
The €5.5 million estimated spending
at Bloom 2013 provided a significant
boost to small specialist nurseries and
artisan food companies. Held in the
Phoenix Park on the June bank holiday
weekend the event attracted a record
attendance of 110,000 visitors over
five days. Many new features in the
year of ‘The Gathering’ included a
public engagement feature for Origin
Green and a call to action to support
the food and drink industry on its
journey of sustainability, a new concept
garden space featured postcard
gardens, a botanical art exhibition, the
Irish Cheese Awards, the introduction
of a Show Garden Guide and the
launch of a Bloom Supplement in
the Saturday edition of the Irish
Independent newspaper.
Amenity Sector Strategy
The implementation of the
recommendations in the Amenity
Sector Strategy continues and includes
the development of new plant
varieties and cut foliage variety trials.
The amenity Export Development
Programme continued in 2013 and
both daffodil bulb growers and
nursery stock producers participated in
mentoring and sales support.
Bord Bia also assisted in the
organisation and supported key trade
events including the horticulture
industry trolley fairs and the amenity
trade show Garden Landscape Amenity
Showcase (GLAS), both of which are
clearly focused on promoting and
facilitating local plant sales. Bord Bia
are involved in the organisation and
planning for the International Garden
Centre Congress which will be held in
Ireland during August 2014 and will
provide a showcase for the best of Irish
Garden Centres, gardens and plants to
an international audience.
Amenity Quality
Programmes
A total of 50 garden centres and 20
landscape contractors participated
in the Bord Bia Amenity Quality
Programmes during 2013. These
provide horticultural enterprises
with guidelines on ‘best practice’ in
managing their businesses. In addition,
the Nursery Quality Programme is now
operating to the EN45011 standard
with independent inspection and
certification now completed for 20
members. Certified members are
availing of the opportunity to use the
Bord Bia Quality Mark on plant labels.
Services
Quality and Environmental
Assurance
A record number of 29,764 producer
audits for the Beef & Lamb Quality
Assurance Scheme (BLQAS) were
conducted during 2013. This
represented a 25% increase on the
number of audits completed in 2012
and significant among these were
11,006 new applicants, up from
4,121 in 2012. By the end of 2013
there were 41,065 certified members
of the BLQAS up 22% on 2012. It is
estimated that at year end over 87%
of all finished beef was produced on
quality assured farms.
The Pigmeat Quality Assurance
Scheme for producers was revised
to incorporate updated legislation,
salmonella controls, DNA testing of
sires and outdoor production. The
revised standard received accreditation
from the Irish National Accreditation
Board (INAB) and auditing to it
commenced in April.
At processor level the individual
standards for each species i.e.
beef, lamb, poultry and pigs were
amalgamated into one standard – the
Meat Processor Quality Assurance
Scheme Standard. INAB conducted
both a review of the standard and
a witnessed audit and granted
accreditation in August. Auditing
to the new standard commenced in
October.
Following a review of the Horticulture
Grower and Pre-packer Standard
it was decided to adopt a modular
approach, where potential members
could choose the modules relevant to
their businesses. During the year, three
distinct modules were developed –
Grower, Packer and Distributor (GPD).
These GPD Modules will be submitted
to INAB in early 2014 along with two
new horticulture modules developed
for Sprout Production and Horticulture
Sustainability. Both the Mushroom
Substrate and the Ornamental
Horticulture Standards were completed
during the year and submitted for
accreditation.
A Retail Butcher Assurance Scheme
had been previously developed to
recognise butchers stocking all quality
assured product. In July the butcher
counter in SuperValu, Midleton
became the first certified member
of the scheme. A number of other
businesses have also expressed an
interest in this scheme.
Work on the development of a new
scheme for dairy farmers continued
during 2013 and included a significant
emphasis on sustainability and carbon
footprint measurement. Development
of the new scheme, known as the
Sustainable Dairy Assurance Scheme
(SDAS), was completed by a Technical
Advisory Committee comprising
representatives from farming
organisations, dairy co-operatives,
milk purchasers, the Department of
Agriculture, Food and the Marine,
Teagasc, the Food Safety Authority
of Ireland and Bord Bia. The Minister
for Agriculture, Food and the Marine,
Simon Coveney TD formally launched
SDAS in December with auditing due
to commence in January 2014. It is
Bord Bia Irish Food Board Annual Report 2013
39
expected that the majority of the
18,000 dairy farmers in the country
will join the SDAS over the next 18
months.
All of the remaining Bord Bia Quality
Assurance Schemes: the Egg Quality
Assurance Scheme for packers and
producers and the Poultry Products
Quality Assurance Scheme for
producers retained their accreditation
in 2013.
Strategic Information
Services
Consumer Insight
Bord Bia’s Consumer Insight and
Innovation team is responsible for
ensuring the consumer is at the heart
of marketing and innovation strategies
for Irish food and drink businesses.
It works across small, medium and
large enterprises and offers tailored
programmes for each.
In the foresight4food programme,
food and amenity horticultural
companies are encouraged to take
a consumer-centric perspective in
generating and developing new
product ideas or branding initiatives.
During 2013, 63 individual insight,
branding and innovation projects
were conducted. Of these 25 were
in overseas markets, while 38 were
conducted in the domestic market.
The foresight4food programme
offers a ‘syndicated’ version targeting
businesses with turnover of less than
€3.5 million and during 2013, 25
companies participated. Consumer
research is shared by a group of
small businesses and each business
benefits from insight and marketing
consultancy.
During 2013 the Insights team
championed the use of ethnography,
specifically for the dairy sector, to
help Irish exporters understand
consumers in developing markets
across Asia and Africa. Ethnographic
studies have provided a rich source
of insight, beyond conventional
studies and Bord Bía was awarded the
qualitative research excellence award
by the Marketing Society in 2013 for
ethnographic research undertaken for
Glanbia in Senegal.
To help generate ideas and
creativity and to assist companies
and entrepreneurs with first stage
innovation stimulation, the Insights
team organises Inspirations Expeditions
which are provocative market
immersion visits that look into food
culture and consumer trends. Visits
to Cape Town and New York during
2013 had 25 participants from 19
companies.
Workbooks
The Branding and Innovation
workbooks are being used by food and
drink companies in ‘live’ projects to
provide a structured approach that will
improve the prospects for successful
innovation and branding. In 2013 the
team worked closely with 15 small and
medium size companies embedding
best practice.
Brand Forum
The cornerstone of the Brand Forum
are quarterly events which present Irish
food and drink brand owners with the
opportunity to step back from daily
challenges, to be informed of the latest
research and trends, to be inspired
by the speakers, panel discussions,
practical workshops and to network
with over 200 Irish food and drink
companies.
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Bord Bia Irish Food Board Annual Report 2013
Now in its fourteenth year, the Brand
Forum provides Irish food and drink
brand owners with a dedicated
platform to collaborate and pool
their individual expertise, ideas and
problems. Incorporated into the
enlarged Insight and Innovation team,
the programme has gained further
momentum by integrating the best-inclass case study presentations with the
customised branding work undertaken
with client companies. Members of the
Brand Forum continue to participate
in the “Brand Health Check”, a
national on-line survey across 45
grocery categories. An additional
number of branding workshops, which
were customised to the food and
drink brand owners, were offered to
member companies and included –
Social Media Marketing and Packaging
design.
Food Works
Recognising entrepreneurship as the
seedbed for innovation and growth,
Bord Bia, Teagasc and Enterprise
Ireland combined resources to launch
the Food Works Programme in March
2012. Now in its second year, the Food
Works Programme continues to create
and nurture global food entrepreneurs.
As Food Works is a three agency
approach to entrepreneurship, each
project was provided with the support
to help assess their business idea
from the consumer, commercial and
technical perspective. Throughout
2013 the programme included 10
workshops, numerous advisory
sessions, in-depth consumer research,
a September visit to London to attend
the Speciality and Fine Food Fair and
to undertake a market study visit and a
networking evening.
Food Works concluded with 11
companies presenting feasibility studies
at the end of 2013 of which 5 with
the strongest feasibility analysis will
be selected to progress further. These
companies will work on the granular
detail of developing an investor ready
business plan with a view to presenting
their completed business plans to
potential investors in July 2014.
Published Research
A programme of original research
was continued through 2013 and
was published through the Bord Bia
website including:
PERIscope provides biennially, a
detailed perspective on how consumers
view food related issues and report
their behaviours. The 2013 update of
the study explored consumer eating
behaviours, purchasing attitudes and
shopping & cooking trends amongst
consumers in 10 markets – Ireland &
Great Britain, six continental European
markets, along with the US and New
Zealand. The study received a large
amount of national radio and press
commentary and was presented at
four seminars in the fourth quarter.
The Insight team continues to embed
the findings across companies on an
individual basis.
The Lunchtime Occasion study was
completed in late 2013. It explored the
eating habits around the lunchtime
occasion and the various tools and
foods that consumers are using to
control their budget and ingredients to
manage diet and health. The study was
shared with companies at a lunchtime
seminar and over 35 clients attended.
Tomorrow’s Shopper: Looking to the
Future was a study that explored
shopper behaviour today and in
the future. Technology is one of the
key catalysts and digital technology
has become a key driver of how the
consumer interacts with brands and
how this will evolve in the future. The
findings of the study were shared at
a breakfast seminar in which over 50
companies participated.
Retaining Loyalty to Irish Brands 3
was the third iteration on what is an
important topic for Irish brand owners.
The 2013 report explored the dramatic
impact of the changes in the Irish
retail landscape and the subsequent
challenges and opportunities for Irish
brands and products. The study was
presented at a client seminar where
over 35 companies attended.
The Consumer Lifestyle Trends
programme enables companies to be
more outward looking, future focused,
consumer driven and acts as a catalyst
for new ideas and innovations. In
many ways, it is the cornerstone of
our Consumer Insights programme. In
2013 the Insight team presented and
ran workshops to over 60 food and
drink companies.
Weekly Newsletter
FoodAlert continues to be published on
the Bord Bia website with subscribers
emailed each week with headline
issues and offers a Bord Bia perspective
on developments in the food business
across the world along with price series
on key commodities.
Inquiries Team
The inquiry team responds to external
as well as internal enquiries using an
array of international reports, trade
press and databases as well as our
own original research. There were
in excess of 1,250 external enquiries
during 2013 with more than a further
thousand enquiries made by colleagues
working on projects during the year.
Marketing Services
Trade Fairs
Event Services managed 52 trade
fairs, exhibitions and events across
all industry sectors and promotional
platforms during 2013. The Origin
Green programme branding launched
at SIAL in 2012 was rolled out across
18 international trade fairs and
exhibitions during 2013 to a combined
audience of over 850,000 buyers/
visitors. With the aim of expanding
export reach further the mix of
exhibitions included major flagship
shows such as ESE and Anuga, as
well as sector specific trade fairs
such as ISM (confectionery), Biofach
(organic), Fruit Logistica (horticulture),
MDD (private label), Tuttofoods
(meat), VinExpo (alcoholic beverages),
Speciality & Fine Food Fair (artisan
products), Conxemar & Chinese
Fisheries & Seafood Expo (seafood),
CIMIE (meat), TFWA (travel retail)
and the bi-annual ingredients fair,
FIE. Exhibitions focusing on particular
regions in 2013 included Prodexpo in
Moscow, Gulfood in Dubai and SIAL
China in Shanghai. The significance of
the Middle East region was highlighted
by the Trade Mission to the UAE and
Saudi Arabia. Led by the Minister of
Agriculture, Food and Marine, 21
Irish food companies travelled to Abu
Dhabi, Riyadh and Dubai on itineraries
pre-arranged by Bord Bia. In addition,
itineraries were organised for 12 food
companies participating on the Trade
Mission to Tokyo, Japan lead by An
Taoiseach, Enda Kenny TD.
Key events organised and managed
in Ireland were the Sustainability
Conference for 750 delegates in the
Convention Centre Dublin, which
included a full week of itineraries
for international delegates/buyers.
The first Bord Bia Christmas Market
took place over four days in the chq
Building in the IFSC with 30 companies
participating. Other activities included
The Chefs’ Irish Beef Club visit, IMS
EC Workshop, the Bord Bia Food
Awards Gala Dinner, the Brand Forum’s
programme of events, The Food Village
and catering at Bloom, Bord Bia’s
presence at the National Ploughing
Championships, The Global Irish
Economic Forum and the Mushroom
Conference.
Sponsorships
During 2013, Bord Bia sponsored the
fourth series of Neven Maguire’s Home
Chef on RTE 1 aimed at increasing
understanding of the Quality Mark
and increasing consumer loyalty to it.
This series featured Neven Maguire
and other chefs using quality assured
ingredients in their kitchens over
thirteen episodes. Viewership numbers
started at a record high of 471,000
for the first episode and has settled
at around 270,000 weekly viewers.
A nationally representative survey
of consumers indicated that 72%
had more positive perceptions of the
Quality Mark as a result of watching
the series. Of these, 64% said that
they would be more likely to buy food
with the Quality Mark.
Bord Bia Irish Food Board Annual Report 2013
41
Award sponsorships in 2013 included
the food, beverage and seafood
categories of both the Small Firms
Association and the Irish Exporter
Awards. Other sponsorships included
the Supreme Champion category
in the Blás na hEireann awards (the
Best Artisan Producer category was
sponsored by the Taste Council), the
Food Producer of the Year category of
the Good Food Ireland Awards and the
Food and Drink Entrepreneurial StartUp of the Year in the Start-Up Awards.
A number of agri food related
events and conferences linked to
The Gathering and the Presidency
of the European Union were also
supported in 2013. These included
the Copa Cogeca Presisium, Cais
European Cheese Congress, as well
as the Ballymaloe Literary Festival of
Food and Wine. These provided Bord
Bia with opportunities to showcase
the best of Irish food and drink
products and to highlight the Origin
Green Sustainability Programme to
international audiences.
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Bord Bia Irish Food Board Annual Report 2013
Marketing Finance
Bord Bia’s Marketing Assistance
Programme (MAP) provides small
and medium-sized enterprises with
assistance towards improving their
marketing techniques and capabilities.
In 2013, grant aid was provided to
companies in the farmhouse cheese,
beverages, chilled dairy, confectionery,
bakery, prepared meals, charcuterie,
seafood and horticulture sectors.
Participating companies have an
annual turnover of between €100,000
and €3.5million. During 2013, 203
MAP applications were received
and 187 approved. Grants totalling
€850,639 were paid to 155 companies
during the year.
Home Market
The Quality Mark marketing
programme is part of the strategic
priority to maintain a vibrant and
dynamic home market. In 2013 the
aim was to continue to increase the
number of consumers only buying
food with the Bord Bia Quality Mark.
Targeting the relatively larger meat
purchasers, 30-60 year old female
grocery shoppers, the key message was
that food with the Bord Bia Quality
Mark is produced to the highest Bord
Bia quality standards and you know
where it comes from.
Quality Mark activities included generic
promotion to increase consumer
understanding and loyalty as well
as specific programmes to increase
purchasing of pigmeat, lamb and
eggs with the Quality Mark. In total
12 campaigns took place including
a campaign for fish. The ‘Just Ask’
campaign continued to encourage
restaurants to highlight the origin and
suppliers of meat on their menus for
customers.
Key activities included 35 weeks of TV
advertising, sponsorship of the RTE1
‘Home Chef’ programme and a range
of integrated PR and digital activities.
In terms of results, 89% of Irish
consumers are aware of the Quality
Mark- up from 60% in 2004. Of
these, half of all Irish adults associate
the Quality Mark most strongly
with the intended messages of rigid
safety controls and/or Irishness and
traceability. In addition, 66% say that
they would be more likely to buy a
food product having seen the Quality
Mark on it – up from 54% in 2006
(Source: Behaviour and Attitudes –
November 2013).
The increased consumer demand for
meat with the Quality Mark has in
turn resulted in retailers increasing the
proportion of shelf space with quality
assured meat. In 2013, 68% of meat
facings across retailers carried the
Quality Mark compared with 64% in
2011.
Bord Bia’s ‘Your Food is Our Passion’
television advertising campaign
continued to rank in the top ten
advertising campaigns in terms of
consumer awareness and impact. The
increased focus on digital activities to
target consumers also resulted in the
number of Bord Bia Facebook fans
increasing from 10,000 to over 50,000
during 2013.
TASTE Council
The TASTE Council is an independent
voluntary body representing the artisan
and speciality sector for which Bord Bia
provides a secretariat role. The TASTE
Council in association with Bord Bia
hosted the third Food Summer School
at Ballymaloe, Shanagarry, Co. Cork.
The theme of the Summer School
was food education in post primary
schools and at third level and it was
attended by 120 delegates including
artisan producers, representatives from
the educational sector, government
bodies and the media. A Food Module
has been developed by the Taste
Council and Bord Bia for transition
year secondary school students with
the objective of increasing students’
understanding of the benefits of
artisan food. Following piloting in eight
schools, the Food Module will be rolled
out to a wider number of schools
nationwide in September 2014.
Other activities by the TASTE Council
included making a submission to
the FSAI regarding the European
Commission proposal for a new
regulation on official controls
performed to ensure the verification
of compliance with feed and food
law, animal health and animal welfare
rules. The Council is also representing
the artisan sector in the Dublin City
Council redevelopment of the Dublin
City Market (formerly the wholesale
Fruit, Flower and Vegetable Market off
Capel Street) which is being adapted
to include a retail food market.
Markets
Bord Bia’s global footprint extends to
11 overseas locations with the eleventh
office opening in Dubai on 1st March,
2014. Seven offices operate in Europe
and four internationally. The Irish
market business development and
other international markets are served
directly from Dublin. The allocation
of resources and the structure are
continuously reviewed to meet the
evolving needs of the Irish food, drink
and horticulture companies through a
market prioritisation process.
In order to meet the needs of Irish
companies, promoting Irish products
and showcasing Irish supply capability,
these offices and personnel were
resourced to:
• U
ndertake increased buyer contact
activity.
• Supply
marketplace services to
equip companies to secure new
business.
• Acquire,
assimilate and convey
relevant market information to
client companies.
In addition to the implementation of
programmes and projects, particularly
the recruitment of 300 international
buyers for the Sustainability Summit
in September, Bord Bia’s markets
personnel in 2013:
• U
ndertook 890 buyer meetings and
presentations.
• R
esponded directly to 855 individual
buyer requests for detailed
information on the Irish food and
drink industry, particularly suitable
suppliers.
• C
onducted 791 business planning
meetings with Irish client
companies.
• R
esponded to 1,837 market
information requests from Irish
client companies.
• D
elivered bespoke business
development projects with more
than 50 client companies per
month.
• R
epresented the industry in 57
market-access meetings with
veterinary and regulatory authorities
in Asia, Russia and the Middle East.
• A
chieved positive coverage for
Irish food and drink in over 200
consumer and trade titles, along
with numerous on-line mentions.
A Collaborative Approach
Bord Bia continues to work in
partnership with key government
departments, agencies and
associations in the development
and implementation of support
for the food and drink industry.
These included the Department of
Agriculture, Food and the Marine,
Teagasc, BIM, Department of Foreign
Affairs and Trade, Enterprise Ireland,
Failte Ireland (and Tourism Ireland),
Food Safety Authority of Ireland and
the Environmental Protection Agency,
among others.
• Represent
the Irish food industry
in developing relationships with
opinion formers along with key
trade and consumer media.
Bord Bia Irish Food Board Annual Report 2013
43
Our Governance
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Bord Bia Irish Food Board Annual Report 2013
Corporate Statement
Bord Bia was established under the Bord Bia Act 1994 and operates in
accordance with the provisions of the Bord Bia Acts 1994 & 2004 and
under the aegis of the Minister for Agriculture, Food and the Marine.
Governance
The Board has adopted the Code of
Practice for the Governance of State
Bodies and the provisions of the
Code are being implemented. For
the purposes of applying the Code of
Practice for the Governance of State
Bodies, Bord Bia is regarded as a noncommercial State Body. The Board is
committed to maintaining the highest
standards of Corporate Governance
and Best Practice, has a formal schedule
of matters specifically reserved to it for
decision, provides strategic guidance,
monitors the activities and effectiveness
of management and monitors
compliance on an ongoing basis
ensuring relevant legislation, regulations
and guidelines are complied with.
Ethics in Public Office
The provisions of the Ethics in Public
Office Act 1995 and the Standards
in Public Office Act 2001 have been
implemented. Board members and
staff members holding designated
positions furnish statements of
interests on appointment and each
year to the Secretary.
Freedom of Information
Bord Bia is a prescribed organisation
under the Freedom Of Information
Acts 1997 and 2003. The Freedom
of Information Acts established three
statutory rights:
•
A legal right for each person to
access information held by public
bodies;
•
A legal right for each person to
have official information held by a
public body, relating to him/herself,
amended where it is incomplete,
incorrect, or misleading;
•
A legal right to obtain reasons for
decisions affecting oneself taken by
a public body
In addition to the requirements of the
Freedom of Information Acts, the Data
Protection Acts 1988 and 2003 also
apply to Bord Bia. The Data Protection
Acts protect the privacy of individuals
whose personal data is being
processed. Personal data is information
relating to a living individual who can
be identified from the data itself or in
conjunction with other information
held.
Equality
Bord Bia is committed to ensuring
equality of opportunity and its
personnel and staff development
programmes are structured accordingly.
Bord Bia endeavours to assist staff in
relation to career and personal needs
and operates appropriate policies
covering such areas as professional
development, study leave, flexible
working and career breaks. Bord Bia
is also committed to implementing
government policy in relation to the
employment of disabled people in
the public sector. Specific additional
provisions were made for disabled
visitors in the construction of Bord
Bia’s Food Centre. There is a policy
on sexual harassment in operation to
support and protect the dignity of each
person.
Safety, Health
and Welfare at Work
Bord Bia is implementing the provisions
of Safety, Health & Welfare at Work
legislation, including the preparation
and operation of a Safety Statement
embracing all matters affecting safety,
health and welfare of staff and visitors
to Bord Bia’s premises.
of Quality Customer Service for
Customers and Clients of the Public
Sector. The Charter is supported by an
Action Plan and appropriate internal
procedures to give practical effect to
this commitment.
Energy Efficiency
and Conservation
Bord Bia is committed to making
every effort possible to be energy
efficient and to operating appropriate
conservation and recycling measures.
Light and heat, supplied by electricity,
are the main areas of energy use
in Bord Bia. Annual energy usage
has been reduced significantly since
commencing a review of energy usage.
Usage within Bord Bia’s main office is
as follows:
2013
mWh of electricity
272
(Base year 2009: 379 mWh)
Actions undertaken in 2013
Passive infra-red occupancy light
control switches were installed along
with low voltage light fittings in a
number of areas where the changed
level of lighting and cost/benefit were
acceptable.
Actions planned for 2014
Bord Bia will continue to monitor
energy usage and examine cost
effective initiatives to further improve
our energy performance.
Prompt Payments
In accordance with the provisions of
the Prompt Payment of Accounts Act
Service Charter
Bord Bia’s Service Charter sets out
its commitment to the Principles
Bord Bia Irish Food Board Annual Report 2013
45
1997 as amended by the European
Communities (Late Payment in
Commercial Transactions) Regulations
2002, Bord Bia is committed to
ensuring that all suppliers are paid
promptly and during 2013 over 99%
of payments were made within 15
days.
Official Languages Act
2003
Bord Bia comes under the remit of the
Official Languages Act 2003 to provide
a statutory framework for the delivery
of services through the Irish language.
In accordance with Section 10 of the
Act, this Annual Report is published
simultaneously in Irish and English.
Board Structures
Bord Bia comprises the Board, five
Subsidiary Boards, the Chief Executive
and the Executive, which provide a
range of services to implement Board
policy and programmes. The Board
provides the appropriate balance
of skills and experience to support
the strategy of Bord Bia. The Board
comprises a Chairman and fourteen
ordinary members appointed by the
Minister for Agriculture, Food and
the Marine. All new board members
receive financial and other information
about Bord Bia, and the role of the
board and the board committees.
The roles of the chairman and chief
executive are separate.
There are five Subsidiary Boards (Meat
and Livestock, Consumer Foods, Dairy,
Quality Assurance and Horticulture)
comprising a Chairman and twelve
ordinary members, who are appointed
by the Board with the consent of the
Minister for Agriculture, Food and
the Marine. The Chairman of each
Subsidiary Board is a member of the
Board.
The Dairy Subsidiary Board was
established during the year to provide
the necessary governance for funding
46
Bord Bia Irish Food Board Annual Report 2013
provided by the sector to enhance
communication initiatives developed
for promotion of the sector.
The board meets regularly and
is responsible for the proper
management of Bord Bia. It takes the
major strategic decisions and retains
full and effective control while allowing
executive management sufficient
flexibility to run the business efficiently
and effectively within a centralised
reporting framework.
Board Members and
Meeting Attendance
There were seven Board meetings held
during 2013 and the details of each
member’s attendance, is set out below.
Board Member
Board Meetings
Attended
G. Brown
5 out of 7
J. Bryan
7 out of 7
M. Byrne
7 out of 7
Board Members
and Independence
M. Carey
7 out of 7
J. Comer
6 out of 7
All board members have access to
advice and services of the Secretary/
Director Corporate Services who is
responsible to the board for ensuring
that board procedures are followed,
and applicable rules and regulations
are complied with. Bord Bia’s
professional advisors are available for
consultation by board members as
required. Individual board members
may take independent professional
advice if necessary.
M. Cronin
7 out of 7
A. Dennison
3 out of 3
K. Dunne
5 out of 6
F. Hayes
5 out of 7
R. Holland
5 out of 7
J. Horgan
6 out of 7
C. Keeling
1 out of 1
J. Kingston
7 out of 7
F. O’Gara
3 out of 6
B. Sweeney
6 out of 7
Composition of the Board
Details of members of the Board of
Bord Bia are set out on page 51.
The Roles of the Chairman
and the Chief Executive
The Chairman leads the Board in the
determination of its strategy and in
the achievement of its objectives. The
Chairman is responsible for organising
the business of the Board, ensuring its
effectiveness and setting its agenda.
The Chairman facilitates the effective
contribution of all board members and
constructive relations between the
executive and board members, ensures
that board members receive relevant,
accurate and timely information.
The Chief Executive has direct charge
of Bord Bia on a day to day basis and is
accountable to the Board for Bord Bia’s
financial and operational performance.
Board Committees
The Board Audit Committee, which
comprises three members of the
Board and one external member with
a financial background, met on four
occasions during 2013. The Board
Audit Committee is responsible for
maintaining an appropriate relationship
with the group’s external auditors and
for reviewing Bord Bia’s internal audit
resources, internal financial controls
and the audit process. It aids the
board in seeking to ensure that the
financial and non-financial information
presents a balanced assessment of
our position. The Internal Auditor and
the External Auditor have full and
unrestricted access to the Board Audit
Committee. Briefing sessions are held
to apprise members of the Board Audit
Committee and the Board of relevant
and recent developments in Corporate
Governance issues.
The Remuneration and Pensions
Committee, which comprises four
members of the Board, met on
one occasion during 2013. The
Remuneration and Pensions Committee
determines on behalf of the Board
the appointment, remuneration and
assessment of the performance of,
and succession planning for, the Chief
Executive; and significant amendments
to the pension benefits of the Chief
Executive and staff.
The Strategy Committee, which
comprises five members of the Board,
met on one occasion during 2013. The
Strategy Committee plays an important
role in providing observations and
recommendations concerning strategic
issues facing Bord Bia and contributes
to our strategic planning process and
the development of strategy.
Board Responsibilities
Section 21 of An Bord Bia Act 1994
requires the Board to “keep in such
form and in respect of such accounting
periods as may be approved by the
Minister, with the consent of the
Minister for Finance, all proper and
usual accounts of monies received or
expended by it, including an Income
and Expenditure Account, a Cash Flow
Statement and a Balance Sheet and,
in particular, shall keep in such form
as aforesaid all such special accounts
as the Minister may, or at the request
of the Minister for Finance shall, from
time to time direct and the Board shall
ensure that separate accounts shall
be kept and presented to the Board
by any Subsidiary Board that may
be established by the Board under
this Act and these accounts shall be
incorporated in the general statement
of account of the Board.”
3. Prepare the financial statements on
the going concern basis unless it is
inappropriate to presume that the
Board will continue in operation.
In preparing these financial statements
the Board is required to:
Michael Carey Chairman
4.State whether applicable accounting
standards have been followed,
subject to any material departures
disclosed and explained in the
financial statements.
The Board is responsible for keeping
proper books of account, which
disclose, with reasonable accuracy
at any time, the financial position of
Bord Bia. The Board is also responsible
for safeguarding the assets of the
organisation and hence for taking
reasonable steps for the prevention
and detection of fraud or other
irregularities.
Aidan Cotter
Chief Executive
1. Select suitable accounting policies
and then apply them consistently.
2.Make judgements and estimates
that are reasonable and prudent.
Bord Bia Irish Food Board Annual Report 2013
47
Statement on Internal
Financial Control
On behalf of the Board of Bord Bia, I acknowledge our responsibility
for ensuring that an effective system of internal financial control is
maintained and operated.
The system can provide reasonable,
but not absolute, assurance that
assets are safeguarded, transactions
authorised and properly recorded and
that material errors or irregularities are
either prevented or would be detected
in a timely period.
The system of internal financial
control is based on a framework of
regular management information,
administration procedures including
segregation of duties and a system
of delegation and accountability. In
particular it includes:
The Board has taken steps to ensure an
appropriate control environment is in
place by:
• A
comprehensive budgeting system
with an annual budget which is
reviewed and agreed by the Board
• C
learly defining management
responsibilities and powers
• E stablishing formal procedures
for monitoring the activities and
safeguarding the assets of the
organisation
• D
eveloping a culture of
accountability across all levels of the
organisation
The Board has established processes to
identify and evaluate business risks by:
• Identifying the nature, extent and
financial implication of risks facing
the body, including the extent
and categories which it regards as
acceptable
• A
ssessing the likelihood of identified
risks occurring
• W
orking closely with Government
and various Agencies to ensure that
there is a clear understanding of
Bord Bia goals and support for the
Board’s strategies to achieve those
goals
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Bord Bia Irish Food Board Annual Report 2013
• R
egular reviews by the Board
of periodic and annual financial
reports which indicate financial
performance against forecasts
• S etting targets to measure financial
and other performance
Bord Bia has an outsourced internal
audit function, which operates in
accordance with the Framework Code
of Best Practice set out in the Code of
Practice for the Governance of State
Bodies and, which reports directly
to the Board Audit Committee. The
work of internal audit is informed by
analysis of the risk to which the body
is exposed and annual internal audit
plans are based on this analysis. The
analysis of risk and the Internal Audit
plan are endorsed by the Board Audit
Committee and reported to the Board.
The risk register is reviewed at each
Board Audit Committee meeting and
at each Board meeting.
The Board Audit Committee meets on
a regular basis throughout the year
to review and confirm the ongoing
adequacy and effectiveness of the
system of Internal Financial Control.
The Board’s monitoring and review
of the effectiveness of the system of
internal financial control is informed
by the work of the Internal Auditor,
the Board Audit Committee which
oversees the work of the internal
auditor, the executive managers within
Bord Bia who have responsibility for
the development and maintenance
of the financial control framework
and informed by the work of the
Comptroller and Auditor General in his
annual audit.
I confirm that in the year ended 31st
December, 2013 the Board conducted
a review of the effectiveness of the
system of internal financial control.
On behalf of the Board
Michael Carey
Chairman
Organisation Structure
Bord Bia is comprised of the Board, five Subsidiary Boards,
the Chief Executive and the Executive, which provide a range
of services required to implement Board policy and programmes.
Main Board
Chairman
Meat & Livestock
Board Chairman
Consumer Foods
Board Chairman
Horticulture
Board Chairman
Dairy Board
Chairman
Quality Assurance
Board Chairman
Chief
Executive
Markets
Meat &
Livestock
Food &
Beverages
European
& International
Horticulture
Quality
Sustainability
Corporate Services
& Finance
Information
Consumer Insight
Marketing
Services
Corporate
Communications
Human
Resources
The Board is comprised of a Chairman
and 14 ordinary members appointed
by the Minister for Agriculture,
Food and the Marine. There are five
Subsidiary Boards (Meat and Livestock,
Consumer Foods, Dairy, Quality
Assurance and Horticulture) comprised
of a Chairman and 12 ordinary
members, who are appointed by the
Board with the consent of the Minister.
The Chairman of each Subsidiary Board
is a member of the Board.
The following Board Committees are in
place: Audit Committee, Remuneration
and Pensions Committee and Strategy
Committee.
The Executive is comprised of staff
based in the Board’s head office and
overseas.
General Information
Head Office:
Clanwilliam Court, Lower Mount
Street, Dublin 2.
Auditors:
Comptroller and Auditor General
Bankers:
Allied Irish Banks
Solicitors:
Philip Lee Solicitors
Bord Bia Irish Food Board Annual Report 2013
49
Staff Structure
Chief Executive
Aidan Cotter
Markets
International Markets
Quality and Environmental Assurance
Marketing Services
Meat & Livestock
Food and Beverages
Horticulture/Food Dudes
Strategic Information Services
Corporate Communications
Human Resources
Corporate Services
Finance
Michael Murphy
Breiffini Kennedy
Michael Maloney
Una Fitzgibbon
Jim O’Toole
Tara McCarthy
Mike Neary
Julian Smith
Rosaleen O’Shaughnessy
Susan Doyle
Frank Lynch
Gerry Bailey
Overseas Offices
Amsterdam
Dubai
Dusseldorf
London
Madrid
Milan
Moscow
New York
Paris
Shanghai
Stockholm
Margaret McCarthy
Michael Hussey
Vacant
Michelle Butler
Cecilia Ruiz
Liam MacHale
Alla Barinova
Karen Coyle
Noreen Lanigan
James O’Donnell
Nicolas Ranninger
Human Resource activities within Bord Bia support
management and staff to meet the challenges of the
marketplace through:
• E stablishing appropriate management structures to
support the strategic aims of the organisation
• Appropriate performance management systems
• Leadership, management and staff development
• Regular communication and engagement initiatives
The organisational culture is driven by continual
prioritisation and innovation, the maximisation of
outputs, and the delivery of efficiencies through the
optimal use of resources and systems. Open dialogue
ensures that Bord Bia resources remain responsive to the
fast changing environment in which we live today.
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Bord Bia Irish Food Board Annual Report 2013
Bord Bia Board
Chairman
Chief Executive
Changes during 2013
Mr Michael Carey
The Company of Food
Aidan Cotter
Term Expired 22nd March:
Mr John Comer
(re-appointed 12th April)
Members
Mr Gary Brown
Executive Chairman
Target McConnells
Ms Marian Byrne
Principal Officer, Department
of Agriculture, Food and the Marine
Mr John Comer
President, Irish Creamery Milk
Suppliers’ Association
Mr Michael Cronin
Former Chairman, Irish Dairy Board
Mr Eddie Downey
President, Irish Farmers’ Association
Mr Frank Hayes
Director Corporate Services, Kerry
Group Plc.
Ms Rhona Holland
Marketing Director Global
Intelligence, Pepsi Co.
Secretary/Director
Frank Lynch
Terms Expired 27th June:
Ms Anne Maria Dennison, Irish
Countrywomen’s Association
Term Expired 28th November:
Mr Kieran Dunne,
L & K Dunne Nurseries
Term Expired 1st December:
Prof Fergal O’Gara
(re-appointed 30th January 2014)
Resigned 31st December:
Mr John Bryan
Former President,
Irish Farmers’ Association
Appointed 10th December:
Ms Caroline Keeling
Changes during 2014
Appointed 30th January:
Mr Eddie Downey
Mr John Horgan
Managing Director, Kepak Group
Ms Caroline Keeling
Chief Executive,
Keelings
Mr John Kingston
Beef & Dairy Farmer
Prof Fergal O’Gara
Department of Microbiology,
University College Cork
Mr Brody Sweeney
Food Entrepreneur
Bord Bia Irish Food Board Annual Report 2013
51
Bord Bia – Consumer
Foods Board
Bord Bia – Meat
and Livestock Board
Chairman
Chairman
Ms Rhona Holland
Marketing Director
Global Intelligence,
Pepsi Co.
Members
Ms Triona Byrne
Finance Director,
Aran Candy Ltd.
Changes during
2013
Vacant
Appointed 4th March:
Ms Rhona Holland
Members
Term Expired 26th July:
Mr Pat Connors
(re-appointed 3rd October)
Mr Henry Burns
Chairman, National
Livestock Committee,
Irish Farmers’ Association
Mr Bernard Coyle
(re-appointed 3rd October)
Mr Pat Connors
Sales & Processing Director,
Marine Harvest
Mr Tom Harrington,
Public Representative
Mr Bernard Coyle
Chairman, Mr Crumb
Mr Jack Teeling, Former
Managing Director,
Cooley Distillery
Mr Mike Doyle
Managing Director
– Meat & Savoury
Provisions Kerry Foods
Term Expired 10th
October:
Mr Colin Gordon
(re-appointed 3rd October)
Mr Colin Gordon
Chief Executive,
Glanbia Consumer Foods
Mr Larry Murrin
Managing Director,
Dawn Farm Foods
Mr John Noonan
Sales & Marketing Director,
E. Flahavan & Sons
Mr Joe O’Flynn
Senior Partner,
Agrifood Business Partners
Mr Eddie Power
Managing Director,
Green Isle Foods
Appointed 28th
February:
Mr Pat O’Flaherty
Mr Michael Guinan
Irish Creamery Milk
Suppliers’ Association
Appointed 7th March:
Mr Paddy Walsh
Mr Jim Hanley
Chief Executive,
Rosderra Irish Meats
Mr John Lynskey
Chairman, National Sheep
Committee, Irish Farmers’
Association
Mr Brendan Mallon
Associated Craft Butchers
of Ireland
Mr Finbarr McDonnell
Managing Director, ABP
Mr Pat O’Flaherty
Chairman, National Pigs
& Pigmeat Committee,
Irish Farmers’ Association
Mr Nigel Renaghan
Chairman, National Poultry
Committee, Irish Farmers’
Association
Changes during
2013
Resigned 7th January:
Mr John Horgan, Managing
Director, Kepak Group
Bord Bia Irish Food Board Annual Report 2013
Resigned 8th February:
Mr Tim Cullinan, Former
Chairman, National Pigs &
Pigmeat Committee, Irish
Farmers’ Association
Mr Paddy Gernon
Livestock Exporter
Mr Paddy Walsh
Dawn Meats
52
Term Expired
10th February:
Mr Jim Hanley
(re-appointed 14th March)
Appointed 26th April:
Mr Paddy Gernon
Term Expired 25th
October
Mr Vincent Carton, Chief
Executive,
Carton Group
Resigned 31st December
Mr John Bryan (Chairman)
Former President, Irish
Farmers’ Association
Changes during
2014
Resigned
5th February:
Mr Alo Mohan
Former Chairman, National
Poultry Committee, Irish
Farmers’ Association
Mr James Murphy
Former Chairman, National
Sheep Committee, Irish
Farmers’ Association
Appointed 27th
February:
Mr John Lynskey
Mr Nigel Renaghan
Bord Bia –
Dairy Board
Bord Bia – Quality
Assurance Board
Chairman
Chairman
(Appointed 11th
April 2013)
Mr Michael Carey
The Company of Food
Members
(Appointed 10th June,
2013)
Ms Catherine Lascurettes
National Dairy & Liquid Milk
Executive Secretary,
Irish Farmers’ Association
Mr James Lynch
Vice Chairman,
Dairygold Co-operative
Society
Mr Pat McCormack
Deputy President,
Irish Creamery Milk
Suppliers Association
Mr Fergal McGarry
Global Director Consumer
Foods, The Irish Dairy Board
Appointed 26th March:
Mr Eamon O’Sullivan
Mr Michael Cronin
Former Chairman,
the Irish Dairy Board
Appointed 16th May:
Mr Denis Carroll
Members
Mr Ray Bowe
Food Safety & Quality
Manager,
Musgrave Retail Partners
Mr Henry Burns
Chairman, National
Livestock Committee,
Irish Farmers’ Association
Mr Denis Carroll
Irish Creamery Milk
Suppliers’ Association
Mr John Cunningham
Ex-Dairygold Food Products
Mr Brendan Gleeson
Assistant Secretary General,
Department of Agriculture,
Food & the Marine
Mr Sean Molloy
Director of Strategy &
Supplier Relations,
Glanbia
Mr Dermott Jewell
Chief Executive,
Consumers’ Association
of Ireland
Mr Padraig Sayers
Vice President, Ingredients
& Flavours, Kerry Group plc
Dr Pat Shiels
General Manager,
Agri Division,
Lakeland Dairies
Mr Paul Nolan
Group Development
Manager, Dawn Group
Mr Padraig Young
Chairman,
Lakeland Dairies
Changes during
2013
Dr Declan Troy
Head of Centre,
National Food Centre,
Teagasc
Terms Expired 22nd July:
(re-appointed 18th
September)
Mr Dermott Jewell
Mr Paul Nolan
Term Expired
1st September:
Mr Ray Bowe
(re-appointed 18th
September)
Terms Expired
27th September:
(re-appointed 27th
November)
Mr John Cunningham
Mr Michael Doran
Changes during
2014
Resigned 17th February:
Mr Michael Doran
Irish Farmers’ Association
Term Expired
18th February:
Mr Vincent Carton,
Chief Executive,
Carton Group
Mr Cornelius Traas,
The Apple Farm
Appointed 25th March:
Mr Henry Burns
Term Expired 20th
January:
Mr John O’Leary, Deputy
President, Irish Creamery
Milk Suppliers’ Association
(ICMSA)
Resigned 3rd April:
Mr Eamon O’Sullivan.
Former Head of Supply
Chain, Dairygold
Co-operative Society
Bord Bia Irish Food Board Annual Report 2013
53
Bord Bia – Horticulture Board
Chairman
Changes during 2013
Vacant
Appointed 28th February:
Mr Thomas Carpenter
Mr John Hogan (re-appointed)
Ms Karen Kerrigan
Ms Jane McCorkell (re-appointed)
Mr Philip Moreau (re-appointed)
Members
Mr Paddy Callaghan
Chairman, Nature’s Best Ltd.
Mr Thomas Carpenter
Chairman, Potato Committee,
Irish Farmers’ Association
Ms Rachel Doyle
Director,
Arboretum Garden Centre
Mr Matt Foley
Kilbush Nurseries
Appointed 27th November:
Mr Matt Foley
Mr John Hogan
Dunsany Landscapes Ltd
Term Expired 28th November:
Mr Kieran Dunne (Chairman),
L & K Dunne Nurseries
Ms Karen Kerrigan
Kerrigan’s Mushrooms
Changes during 2014
Ms Jane McCorkell
Landscape Architect & Horticultural
Consultant
Mr Philip Moreau
Glenbrook Nurseries
Mr Ciaran O’Brien
Peter O’Brien Landscapes
Mr Brian O’Reilly
National Chairman,
Irish Farmers’ Association Horticulture
Committee
54
Terms Expired 10th October:
Mr Paddy Callaghan
(re-appointed 27th November)
Mr Martin Jones, Islandview Nurseries
Ciaran O’Brien (re-appointed 27th
November)
Bord Bia Irish Food Board Annual Report 2013
Resigned 10th February:
Ms Caroline Keeling,
Chief Executive, Keelings Group
Bord Bia Irish Food Board Annual Report 2013
55
Our Accounts
56
Bord Bia Irish Food Board Annual Report 2013
Report of the Comptroller
and Auditor General
Bord Bia Irish Food Board Annual Report 2013
57
Statement of Accounting Policies
(a) Basis of accounting:
These financial statements are
prepared under the accruals method of
accounting, except as indicated below,
and in accordance with generally
accepted accounting principles under
the historical cost convention. Financial
Reporting Standards recommended by
the accountancy bodies are adopted
as they become operative. The unit of
currency is the Euro.
(b) Keeping of accounts:
Subsidiary Boards:
Under the terms of An Bord Bia Act,
1994, the Board is assisted by five
Subsidiary Boards in respect of Meat
and Livestock, Consumer Foods and
Ingredients, Dairy, Quality Assurance
and Horticulture. All income and
expenditure relating to these Subsidiary
Boards is reflected in these financial
statements.
(c) Income:
Income shown in the financial
statements under Oireachtas Grant-inAid represents the actual receipts from
this source in the period.
Income from the Quality Assurance
Schemes Special Funding, the Food
Dudes National Roll-Out, and Food
Promotions Special Funding is released
to revenue in line with related
expenditure and any balances due
to or from Bord Bia are included in
Debtors or Creditors as appropriate.
Income arising from the Statutory Levy
is accounted for on the accruals basis
with the exception of live exports of
sheep and pigs which are accounted
for on a cash receipts basis. Income
arising from the recovery of overseas
VAT, under the EU 8th Directive,
represents the actual receipts from this
source in the period.
58
Bord Bia Irish Food Board Annual Report 2013
(d) Fixed Assets
and Depreciation:
Fixed assets are stated at cost
less accumulated depreciation.
Depreciation is calculated to write off
the original cost less the estimated
residual value of tangible assets on
a straight line basis at the following
annual rates:
Leasehold Improvements
Furniture & fittings
Office equipment
Computer equipment
10%
12½%
20%
331/3%
(e) Marketing Finance:
Expenditure under this heading is
accounted for on the basis of actual
payments made.
(f) Pensions:
There are three Superannuation
Schemes in operation within Bord Bia.
The Bord Bia main scheme is an
unfunded scheme since 31st December
2009. Prior to 1st January 2010
employer and employee contributions
were paid into a fund. Under the
terms of the Financial Measures
(Miscellaneous Provisions) Act,
2009, the assets of the scheme were
transferred to the National Pension
Reserve Fund with effect from 31st
December 2009. The scheme continues
in being for existing members. From
1st January 2010, Bord Bia became
responsible for the administration of
the pension payments to pensioners
on behalf of the Exchequer. Under
the new arrangement the funding
contribution will continue in being
and is payable to the Department of
Agriculture, Food and the Marine after
taking account of pensions paid. The
Department will provide funding where
the pensions paid exceed the funding
and employee contributions.
With regard to employees of the
former Bord Glas, a non- contributory
defined benefit pension scheme
and a contributory spouses and
children’s scheme are operated on
an administrative basis pending
the authorisation of the schemes
by the Minister for Finance. Under
the provisions of An Bord Bia
(Amendment) Act, 2004, all staff of
the former Bord Glas were transferred
to Bord Bia with effect from 1st July
2004.
The new Single Public Service
Pension Scheme (“Single Scheme”)
commenced with effect from 1 January
2013. All new entrants to pensionable
public service employment on or
after 1 January 2013 are, in general,
members of the Single Scheme. The
rules of the Single Scheme are set
down in the Public Service Pensions
(Single Scheme and Other Provisions)
Act 2012.
Pension costs reflect pension benefits
earned by employees in the year. An
amount corresponding to the pension
charge is recognised as income to the
extent that it is recoverable, and offset
by Grant-in-Aid received in the year
to discharge pension payments for
the Bord Glas scheme and any deficit
in funding arising on the Bord Bia
scheme.
Actuarial gains or losses arising on
scheme liabilities are reflected in the
Statement of Total Recognised Gains
and Losses and a corresponding
adjustment is recognised in the
amount recoverable from the
Department of Agriculture, Food and
the Marine.
Pension liabilities represent the present
value of future pension payments
earned by staff to date. Deferred
pension funding represents the
corresponding asset to be recovered in
future periods from the Department of
Agriculture, Food and the Marine.
(g) Leased Assets:
(k) Foreign currencies:
Assets held under leasing
arrangements that transfer
substantially all the risks and rewards
of ownership (finance leases) to
Bord Bia are included in the balance
sheet as tangible fixed assets at cost
less accumulated depreciation and
the capital element of future rentals
is treated as a liability. The interest
element is charged to the Income and
Expenditure Account over the period of
the lease in proportion to the balance
of the capital repayments.
Foreign currency balances are
translated at the rates ruling at the
balance sheet date. Revenues and
costs are translated at the exchange
rates ruling at the dates of the
underlying transactions. Profits and
losses arising from foreign currency
transactions and on settlement of
amounts receivable and payable in
foreign currency are dealt with in the
Income and Expenditure Account.
Rentals in respect of operating leases
are charged to the Income and
Expenditure Account as incurred.
Provision has been made in respect
of all VAT liabilities and the PRSI
contributions of Irish persons attached
to overseas offices.
(h) Tangible assets:
Tangible assets are financed out of
revenue. Provision is made in the
Income and Expenditure Account for
a transfer to the Capital Account of
amounts allocated for such capital
purposes less credits to revenue over
the life of the related assets.
(i) Stocks:
(l) Taxation:
(m) Capital Account:
The capital grant element of Oireachtas
Grant-in-Aid received by Bord Bia is
credited to the Capital Account as set
out in Note 2, and is transferred to the
Income and Expenditure Account over
the expected useful lives of the assets
to which they relate, in line with asset
depreciation.
Stocks of stationery are stated at cost.
(j) Provision for bad and
doubtful debts:
Known bad debts are written off and
specific provision is made for any
amounts the collection of which is
considered doubtful.
Bord Bia Irish Food Board Annual Report 2013
59
Income and Expenditure Account
Year ended 31 December
2013
2012
NOTES
E’000
E’000
1a
27,734
27,120
Food Dudes National Roll Out
1b
2,739
1,878
Quality Assurance Schemes: Special Funding
1c
4,401
3,509
Food Promotions Special Funding
1d
655
703
Statutory Levy
1e
5,176
4,598
Project and Other Income
1f
5,388
4,320
Income
Oireachtas Grant-in-Aid
Oireachtas – Other Funding:
Net deferred funding for pensions
Transfer from Capital Account
14b
2
Total Income
3,292
2,288
49,385
44,416
49
46
49,434
44,462
Expenditure
Marketing and Promotional Expenditure
3
25,772
24,529
Food Dude National Roll Out
1b
2,739
1,878
Quality Assurance Schemes
1c
4,401
3,509
Marketing Finance
4
851
779
Pay
5
11,556
10,717
Operating Expenditure
6
2,761
2,885
48,080
44,297
1,354
165
Total Expenditure
Operating Surplus for the year
Less: Pension Related Contribution to Exchequer
14a
Surplus/(Deficit) for Year after Exchequer Pension Contribution
Balance at 1 January
Balance at 31 December
The results for the year relate to continuing operations.
The Statement of Accounting Policies and Notes 1 to 17 form part of these financial statements.
Michael Carey
Chairman
60
Bord Bia Irish Food Board Annual Report 2013
Aidan Cotter
Chief Executive
(768)
( 770)
586
( 605)
10
615
596
10
Statement of Total Recognised Gains and Losses
Year ended 31 December
NOTES
Surplus/(Deficit) for Year after Exchequer Pension Contribution
2013
2012
E’000
E’000
586
(605 )
Actuarial (Loss)/Gain on Pension Scheme Liabilities
14a
4,261
(14,092 )
Adjustment to Deferred Pension Funding
14a
(4,261 )
14,092
Total Recognised Gains/(Losses) for the Year
586
( 605)
The Statement of Accounting Policies and Notes 1 to 17 form part of these financial statements.
Michael Carey
Chairman
Aidan Cotter
Chief Executive
Bord Bia Irish Food Board Annual Report 2013
61
Balance Sheet
As at 31 December
2013
2012
E’000
E’000
152
201
3
3
1,980
2,219
5,225
5,593
7,208
7,815
6,016
7,191
1,192
624
596
614
Net Current Assets less Liabilities
596
10
Total Assets less Liabilities before Pensions
748
211
14b
40,846
42,143
14b
(40,846)
(42,143)
Assets Employed
NOTES
Fixed Assets
Tangible Assets
7
Current Assets
Stocks
Debtors
8
Cash at bank and in hand
Creditors (amounts falling due within one year)
9
Net Current Assets
Creditors (amounts falling due after more than one year)
Provision for Liabilities and Charges
Deferred Pension Funding
Pension Liabilities
11
Total Assets less Current Liabilities
748
211
152
201
596
10
748
211
Financed by
Capital and reserves
Capital account
2
Income and expenditure account
The Statement of Accounting Policies and Notes 1 to 17 form part of these financial statements.
Michael Carey
Chairman
62
Bord Bia Irish Food Board Annual Report 2013
Aidan Cotter
Chief Executive
Cash Flow Statement
Year ended 31 December
Reconciliation of Surplus/(Deficit) to Net Cash
Outflow from Operating Activities:
2013
2012
E’000
E’000
Surplus/(Deficit) for year
586
(605 )
Net Interest receivable
(26)
(110 )
Depreciation
142
101
Capital account transfer
(49)
(46 )
7
16
Decrease/(Increase) in debtors
239
( 486)
Increase in trade creditors
158
229
Loss on disposal of tangible fixed assets
Increase in taxation and PRSI
(Decrease)/increase in accruals & deferred income
Decrease in provision for liability and charges
Net cash outflow from operating activities
(1)
-
( 1,332 )
602
(18 )
(10 )
(294)
(309)
(294)
(309)
CASHFLOW STATEMENT
Net cash outflow from operating activities
Returns on investment and servicing of finances:
Bank interest received
Net current outflow of funds
26
110
(268 )
(199 )
(100)
(71 )
(368)
(270)
(368)
(270)
Capital Expenditure:
Payment to acquire tangible assets
Decrease in cash
Reconciliation of net cash flow to movement of funds
Decrease in Cash
Net funds at 1 January
5,593
5,863
Net funds at 31 December
5,225
5,593
The Statement of Accounting Policies and Notes 1 to 17 form part of these financial statements.
Michael Carey
Chairman
Aidan Cotter
Chief Executive
Bord Bia Irish Food Board Annual Report 2013
63
Notes forming part of the Financial Statements
Year ended 31 December 2013
1. Income
(a) Included in Oireachtas Grant-in-Aid is €5,330,000 which has been made available to An Bord Bia under the Marketing
Sub-Programme of the Productive Sector Operational Programme of the National Development Plan 2007-2013.
(b) Amounts included under the heading of Food Dude – National Roll-Out totalling €2,739,119 arise in respect of funding
made available by the Department of Agriculture, Food and the Marine to cover the costs of the roll-out of the Food
Dude programme on a national basis.
(c) Amounts included under the heading of the Quality Assurance Scheme Special Fund totalling €4,401,070 arise in respect
of funding made available by the Department of Agriculture, Food and the Marine to cover the costs of independent
on-farm inspections and associated certification processes under the Bord Bia Quality Assurance Scheme.
(d) Amounts included under Food Promotions Special Funding arise in respect of funding made available by the Department
of Agriculture, Food and the Marine in respect of the following programmes:
2013
2012
E’000
E’000
9
8
Domestic & Small Business Organic Promotion
15
158
Biofach Organic trade fair
90
75
Asia- Beef Pork Offal-Promotion
(30)
52
“More to Mushrooms” Promotion
445
410
“Just Add Mushrooms” Promotion
84
Farmhouse Cheese Promotion
42
-
655
703
Bloom Garden
(e) An Bord Bia Act, 1994, provides for payment to the Board of a levy per head on slaughtered or exported livestock. Under
section 37 of the Act, the rates were originally set at €1.90 per head for cattle, 25c per head for sheep and 25c per head
for pigs. The statutory pigmeat levy was increased from 25 cent to 35 cent per pig with effect from 1 May 2013. The
increase of 10 cent approved by the Minister for Agriculture, Food and the Marine is being used to fund a research and
advisory programme by Teagasc for primary pig producers.
(f) Project and other income includes industry contributions to joint promotions, trade fairs, information services and seminar
and conference fees. Also included is interest receivable of €26,359 (2012: €110,061).
2. Capital account
2013
2012
E’000
E’000
Balance at 1 January
201
247
Amount capitalised in respect of purchased tangible assets
100
71
(7)
(16)
(142)
(101)
Net transfer to Income and Expenditure Account
(49)
(46 )
Balance at 31 December
152
Amounts released on disposal of tangible assets
Amortisation in line with asset depreciation
64
Bord Bia Irish Food Board Annual Report 2013
201
Notes forming part of the Financial Statements
Year ended 31 December 2013
3. Marketing and Promotional Expenditure
2013
2012
E’000
E’000
Promotions
6,491
5,997
Marketing Development
5,125
5,045
Trade Fairs and Exhibitions
5,432
4,064
Information Services – Research
1,934
2,518
Information Services – Other
1,111
159
Quality Assurance
1,507
1,354
Trade Development
2,516
3,345
Technical Support – Pigmeat Sector
210
Other Client Services
105
119
1,341
1,928
25,772
24,529
851
779
Marketing & Promotion
8,702
8,070
Administration
2,854
2,647
11,556
10,717
7,712
7,864
552
565
Fellowship Plus
4. Marketing Finance
Marketing Assistance Programme
5. Pay
Pay costs are comprised of:
Wages and salaries
Social welfare costs
Pension costs (Note 14b)
3,292
2,288
11,556
10,717
E
E
154,628
160,082
The remuneration of the Chief Executive included in the above pay costs is as
follows:
Salary
In addition, the Chief Executive is a member of the Bord Bia Superannuation Scheme and has pension entitlements which do
not extend beyond the standard entitlements in the model public sector defined benefit superannuation scheme.
The total number of employees (including part-time persons) at 31 December 2013 was 90 (2012: 90). The cost of certain
part-time employees amounting to €82,959 (2012: €89,075) is included in Marketing and Promotional Expenditure.
A total of €413,072 (2012: €433,137) was deducted from employees during the year by way of pension levy and was paid
over to the Department of Agriculture, Food and the Marine.
Bord Bia Irish Food Board Annual Report 2013
65
Notes forming part of the Financial Statements
Year ended 31 December 2013
6.
Operating expenditure
2012
E’000
E’000
185
192
Rent, rates and insurance
1,121
1,032
Telecommunications costs
275
170
General business expenses
1,009
1,352
22
22
142
101
7
16
2,761
2,885
E
E
Board and Sub-Board Members' fees and expenses
Audit fee
Depreciation (Note 7)
Loss on disposal of tangible assets
Board members’ fees are as follows:
-
-
Mr. G. Brown
11,970
11,970
Mr. J. Bryan
11,970
11,970
-
-
Mr J. Comer
11,363
10,707
Mr. M. Cronin
11,970
11,970
Dr. N. Cawley
-
8,445
5,837
11,970
10,937
11,970
Mr. M. Carey*
Ms. M. Byrne**
Ms. A. Dennison
Mr. K. Dunne
-
-
Ms. R. Holland
11,970
11,970
Mr. J. Horgan*
-
-
Ms. C Keeling*
-
-
Mr. J. Kingston
11,970
11,970
Prof. F. O'Gara
11,035
11,970
-
2,722
11,970
-
110,992
117,634
17,704
19,929
Mr. F. Hayes*
Mr. M. O'Rourke
Mr. B. Sweeney
Total
Board members’ travel and subsistence expenses
* Indicates those Board members who have waived part or all of the fee payable, as a Board member, in 2013.
** No fees are payable to Ms. M. Byrne, Principal Officer, Department of Agriculture, Food and the Marine.
66
2013
Bord Bia Irish Food Board Annual Report 2013
Notes forming part of the Financial Statements
Year ended 31 December 2013
7.
Tangible Fixed Assets
Improvements
to Leasehold
Property
Furniture and
fittings
Computer
equipment
Office
equipment
Total
Cost
E’000
E’000
E’000
E’000
E’000
At 1 January 2013
1,704
616
575
211
3,106
2
19
79
Additions in year
Disposals
100
(91)
(29)
(26)
(30)
(176)
1,615
606
628
181
3,030
1,673
545
505
182
2,905
9
39
80
14
142
(90)
(25)
(26)
(28)
(169)
1,592
559
559
168
2,878
At 31 December 2013
23
47
69
13
152
At 31 December 2012
31
71
70
29
201
At 31 December 2013
Depreciation
At 1 January 2013
Charged in year
Disposals
At 31 December 2013
Net Book Amounts
Bord Bia Irish Food Board Annual Report 2013
67
Notes forming part of the Financial Statements
Year ended 31 December 2013
8.
Debtors
Amounts falling due within one year: Trade debtors
Less: Provision for Bad Debts
Prepayments and accrued income
9.
2013
2012
E’000
E’000
1,388
1,204
(669)
( 597)
719
607
1,261
1,612
1,980
2,219
1,588
1,430
905
1,299
Creditors (amounts falling due within one year)
Trade creditors
Exchequer pension contributions
Taxation and social welfare (Note 10)
218
219
Withholding tax
325
306
2,319
2,285
661
1,652
6,016
7,191
151
154
67
65
218
219
Accruals
Deferred Income
10. Taxation and Social Welfare
Taxation and social welfare creditors comprise the following:
Income Tax
P.R.S.I.
An Bord Bia is not liable to corporate taxes in Ireland or in the countries in which it operates because it is a
non-commercial State-sponsored body.
It is liable to employer taxes in Ireland and complies with related withholding, reporting and payment obligations
in all countries in which it operates.
68
Bord Bia Irish Food Board Annual Report 2013
Notes forming part of the Financial Statements
Year ended 31 December 2013
11. Provisions for Liabilities and Charges
At
1 January
2013
Provided
during
year
Released
during
year
At
31 December
2013
E’000
E’000
E’000
E’000
31
-
583
-
614
-
Value Added Tax
Provision for Dilapidations
13
(18 )
583
-
596
(18 )
The provision in respect of Value Added Tax relates to adjustments to amounts recovered from overseas jurisdictions
in prior years. The provision for dilapidations comprises the estimated cost of reinstatement of leasehold properties in
accordance with obligations under operating leases.
12. Commitments
(a) Capital Commitments
An Bord Bia had no capital commitments at the year end.
(b) Financial Commitments
There were no commitments in respect of Marketing Finance Programmes at the year end. (c) Operating Leases
Operating leases comprise leases of premises. Leasing commitments payable during the next twelve months
amount to €749,011 made up as follows:
Payable on leases on which the commitment expires:
E
40,612
Within one year
Within two to five years
247,027
Six years and over
461,372
749,011
13. Contingent Liabilities
Contingent liabilities exist in respect of amounts approved but unclaimed at the year end under
the terms of the following Marketing Finance Programme operated by Bord Bia as follows:
Marketing Assistance Programme
2013
2012
E’000
E’000
911
1,023
Management estimates the contingent liabilities under this heading will be settled within one year.
Bord Bia Irish Food Board Annual Report 2013
69
Notes forming part of the Financial Statements
Year ended 31 December 2013
14. Superannuation
2013
2012
a i) Pension costs
E’000
E’000
Service cost
2,190
1,207
( 315)
(337)
Current service cost
1,875
870
Interest cost
1,483
1,479
Total
3,358
2,349
Employee contributions
a ii) Contribution to the Exchequer
In accordance with the Financial Measures (Miscellaneous Provisions) Act 2009 and the arrangements set out in the
accounting policies, contributions payable to the Exchequer amounted to €768,261 in the year (2012: €770,516).
An amount of €904,820 was due at 31 December 2013 (2012: €1,298,733) in respect of employee deductions and
contributions payable to the Exchequer after offsetting pensions payable under the Bord Bia scheme.
a iii) Analysis of amount recognised in Statement of Total Recognised Gains and Losses
Experience gains
Changes in assumptions
3,314
1,116
947
(15,208)
4,261
(14,092)
42,143
26,117
2,190
1,207
b i) Present value of scheme obligations
Present value of scheme obligations at beginning of year
Service cost
Interest costs
Actuarial (gain)/loss
Benefits paid
Present value of scheme obligations at end of year
70
Bord Bia Irish Food Board Annual Report 2013
1,483
1,479
( 4,261 )
14,092
( 709)
(752)
40,846
42,143
Notes forming part of the Financial Statements
Year ended 31 December 2013
14. Superannuation (Cont’d)
b ii) Deferred Funding Asset
Under the terms of the Financial Measures (Miscellaneous Provisions) Act, 2009, the assets of the Bord Bia
Superannuation Schemes were transferred to the National Pension Reserve Fund with effect from 31 December 2009.
The pension schemes associated with these funds continue in force for existing members with no impact on benefits
or associated provision for members. The Department of Agriculture, Food and the Marine will provide funding where
the pensions paid exceed the contributions. An Bord Bia has adapted the treatment and disclosures required by the
accounting standard, Financial Reporting Standard 17 (Retirement Benefits) to reflect the arrangements in operation.
While the funding arrangement operates on a net pay over basis with the Department, An Bord Bia believes the
nature of the arrangement is akin to a full reimbursement of the pension liability when those liabilities fall due for
payment and therefore recognises its right to the reimbursement as a separate asset in an amount equal to the
liability at the year end.
An Bord Bia also recognises an asset corresponding to the unfunded liability for pensions on the Bord Glas scheme
on the basis of a number of assumptions and past events including the statutory basis for the establishment of the
superannuation schemes, and the policy and practice currently in place in relation to funding public service pensions,
including the annual estimates process.
A deferred funding asset of €40.846 million equal to the pension liability is recognised at 31 December 2013 (2012:
€42.143 million). The deferred funding asset at the year end was determined after taking into account Net Deferred
Funding for Pensions in the year of €3.292 million and adjustments arising from the actuarial gain of €4.261 million
and from pensions payable under the Bord Bia scheme of €642,620 which were offset against the contribution
payable to the Exchequer.
b iii) Net Deferred Funding for Pensions in Year
Funding recoverable in respect of current year pension costs
Oireachtas Grant-in-Aid applied to pension payments (An Bord Glas scheme)
2013
2012
E’000
E’000
3,358
2,349
( 66)
( 61)
3,292
2,288
c) Description of schemes and actuarial assumptions
The Board operates three defined benefit superannuation schemes for certain eligible employees.
1) The Bord Bia main scheme, for which the approval of the Minister for Agriculture, Food and the Marine and the
Minister for Finance has been received. Until 31 December 2009, the contributions of employees and Bord Bia were
paid into a fund managed by the trustees. As detailed under note 14b ii) above, the assets of the scheme were
transferred to the National Pension Reserve Fund with effect from 31 December 2009.
2) The former Bord Glas scheme. This consists of a non-contributory defined benefit pension scheme and a
contributory spouses and children’s scheme which is operated on an administrative basis pending the authorisation
of the schemes by the Minister for Finance.
3) The Single Public Service Pension Scheme. The rules of the Single Scheme are set down in the Public Service
Pensions (Single Scheme and Other Provisions) Act 2012.
An Bord Bia meets the cost of current retirements. These are paid out of current income. Contributions received by An
Bord Bia from members of the contributory unfunded schemes outlined above are used to part fund ongoing pension
liabilities.
An actuarial valuation of the Bord Bia Superannuation Schemes was carried out as at 31 December 2013 for the
purpose of preparing this FRS17 disclosure. The liabilities and costs have been assessed using the projected unit
method.
Bord Bia Irish Food Board Annual Report 2013
71
Notes forming part of the Financial Statements
Year ended 31 December 2013
14. Superannuation (Cont’d)
Financial assumptions
The principal actuarial assumptions used to calculate the retirement benefit obligations under FRS17 were as follows:
31/12/2013
31/12/2012
31/12/2011
Discount Rate
3.60%
3.55%
5.75%
Inflation Rate
2.00%
2.00%
2.00%
Salary increases
4.25%
4.25%
4.25%
Pension increases
3.75%
3.75%
3.75%
The following amounts were measured in accordance with the requirements of FRS17.
Demographic assumptions
The mortality table is 98% of PNML00 for males and 98% of PNFL00 for females, with the 2013 CSO mortality
improvements applying from 2010. Representative rates are shown below:
The expected lifetime of a participant who is age 65 and the expected lifetime (from age 65) of a participant who will
be age 65 in 25 years are shown in years below based on the above mortality tables.
Age
Males
Females
65
20.7
23.2
65 in 25 years
23.9
25.9
d) History of defined benefit obligations, assets and experience gains and losses
2013
2012
2011
2010
2009
E’000
E’000
E’000
E’000
E’000
Defined benefit obligations
40,846
42,143
26,117
24,751
23,169
Fair value of scheme assets
-
-
-
-
-
(40,846)
( 42,143)
(26,117)
(24,751)
(23,169)
4,261
(14,092 )
632
1,266
1,822
-
-
1,239
Deficit on Superannuation Schemes
Experience adjustments on scheme obligations
Experience adjustments on scheme assets
72
Bord Bia Irish Food Board Annual Report 2013
-
-
Notes forming part of the Financial Statements
Year ended 31 December 2013
15. Board Members – Disclosure of Transactions
In the normal course of business the Board may approve grants and may also enter into other contractual arrangements
with undertakings in which Bord Bia Board Members are employed or otherwise interested. The Board adopted
procedures in accordance with the guidelines issued by the Department of Public Expenditure and Reform in relation to
the disclosure of interests by Board Members and these procedures have been adhered to by the Board during the year.
No grants were approved or paid during the year to companies with which Board Members are associated.
16. Premises
An Bord Bia occupies premises at Clanwilliam Court, Lower Mount Street, Dublin 2 under a rental agreement. This
agreement, which commenced in 2010, is for a period of ten years. The rental charge for 2013 was €378,370. In
addition, the Board occupies ten other properties in various locations internationally. The total rent paid on these premises
in 2013 was €375,373.
17. Approval of Financial Statements
The Board approved the financial statements on 28th May 2014.
Bord Bia Irish Food Board Annual Report 2013
73
Marketing Finance Grant Payments 2013
Company
Abbey Nurseries
Adare Farm
Aines Chocolates Ltd
Alan Kelly Tomatoes Golf Road Nurseries
Amour Nurseries
Annascaul Black Pudding Co.
Ardee Sauces Ltd t/a Aruna Sauces
Ardrahan Dairy Products Ltd
Atlantic Marine Seafoods
Ballykelly Farms Ltd
Beal Organic Cheese Ltd
Beechill Bulbs Ltd
Beechlawn Organic Farm
Beeline Health Foods Ltd
Belvelly Smokehouse
Big Red Kitchen
Brookridge Farm Ltd
Burren Smokehouse Ltd
Caherbeg Free Range Pork
Cahills Farm Cheese Ltd
Carlow Craft Brewery Ltd
Carr Shellfish Ireland
Carrigaline Farmhouse Cheese Ltd
Carrigbyrne Farmhouse Cheese Ltd
Cathys Spelt for Health
Celtic Chocolates Ltd
Chia Booster Distribution Ltd t/a Chia Bia
Cloon Potatoes
Con Traas Ltd
Connemara Fine Foods Ltd
Connemara Seafoods Ltd
Coolea Farmhouse Cheese
Cooleeney Farmhouse Cheese
Corleggy Cheese
Country Cooking Co.Ltd
Couverture Ltd
Crossogue Preserves
Cuinneog Ltd
Cybercolors Ltd
Dee's Wholefoods Ltd
Delicious Gluten Free Bakery
Deliciously Different Cake Co.
Derrycamma Farm
Doran Nurseries Ltd
Dungarvan Brewing Co.Ltd
Durrus Cheese
Eden Farms Ltd
Elite Cuisine Ltd
Empire Donuts
Everyday Foods
Farm Fresh Homemade Foods Ltd
Fermoy Natural Cheese
Fior Uisce
Fitzgerald Nurseries Ltd
Flair Confectionery
Froberry Ltd
Glenbrook Nurseries Ltd
Glenilen Farm Ltd
Gran Clarkes Bakery ( D&S Gourmet Food)
Green Earth Organics Ltd
Green Edge Solutions Ltd
Green Saffron Spices Ltd
Greenbean Ltd
Greenhill Fruit Farm Ltd
G's Gourmet Jams Ltd
Hickey's Bakery Ltd
Hot Irishman Ltd
Hughes Roses Ltd
Hyde Ltd t/a Ballymaloe Country Relish
Inagh Farmhouse Cheese
Ina's Kitchen Desserts Ltd
Inch House Traditional Black Pudding
Irish Premium Oysters
Island Seafoods Ltd
Island View Nurseries
J&L Grubb Ltd
Jack & Keith Molloy Bros Ltd
Jane Russell's Original Irish
Amount €
2,772
5,000
6,000
3,800
1,454
1,512
8,000
8,852
3,780
3,418
3,000
2,287
1,030
4,000
480
1,499
4,000
9,000
3,630
10,000
12,000
20,264
9,000
10,469
2,000
14,131
4,000
4,000
5,000
6,000
10,000
788
15,000
5,974
5,000
5,246
3,000
3,111
18,000
5,000
9,989
5,000
2,515
3,572
4,000
3,230
8,000
2,000
2,000
6,000
2,200
2,165
2,821
23,378
3,000
2,000
8,132
20,000
3,000
1,168
6,941
6,000
5,276
8,000
7,000
1,626
7,000
1,268
30,000
10,000
12,000
1,928
4,000
4,070
4,400
35,017
2,000
5,000
Company
Janet's Country Fayre Ltd
JFS Produce Ltd
Kearneys Homebaking Ltd
Keeling F Juices Ltd
Kelly's Nursery Ltd
Kenmare Salmon Co Ltd
Keogh's Crisps Ltd
Kilfera Food Manufacturers Ltd
Killeen Farmhouse Cheese
Kinvara Smoked Salmon Ltd
Knockdrinna Farmhouse Cheese Ltd
Kohinoor-Emaan World Cuisine
Kooky Dough Ltd
Kush Seafarms 2011
Linnalla Ice Cream
Lough Derg Chocolates
Lovin Catering Ltd
Man of Aran Fudge
Mannings Bakery
Mc Bride Fishing Company
Meadowsweet Apiaries Ltd
Michael Waldron Meats Ltd
Mileeven Ltd
Milleens Cheese Ltd
MPB Foods Ltd
Mr.Middleton Garden Shop Ltd
Murphy's Ice Cream Ltd
Natasha's Living Food
Nightpark Nursery
Noirins Bakehouse Ltd
O'Connor Nurseries
O'Connor's Confectionery
O'Dowd Nurseries
Oishii Foods Ltd
On The Pigs back
Paddy O's Granola
Pandora Bell
Paul Brophy Veg
Ponaire Ltd
Pottle Meats Ltd
Pure Brazen
Quarrymount Free Range Meat
Rentes Plants Ltd
Rosies Bakehouse
Ryan's Farm
Sam's Cookies Ltd
Schram Plants Ltd
Seavest Ltd
Shannon Estuary Oysters Ltd
Sillis Green Veg Limited
Skellig Chocolates Ltd
Slender Choice Ltd
Solaris Botanicals Ltd
Spanish Point Sea Veg
Spice O'Life Ltd
Springfield Nurseries
Stams Bamboo Nursery Ltd
Stonewell Cider
Stuart and McLean Limited
Sunshine Bread & Confectionery Limited
Sushi King
Taste a Memory Foods
The Food Store
The Foods of Athenry
The Just Food Co
The Little Milk Company
The Scullery
The Tipperary Kitchen
Tipperary Organic Ice Cream Ltd
Una O'Dwyer Ltd
Wexford Home Preserves
White Gypsy Brewery
Wicklow Farmhouse Cheese Ltd
Wicklow Fine Foods (Chocolate Garden)
Wild Orchard Natural Beverages
Yawl Bay Seafoods Ltd
Zanna Cookhouse
Total
74
Bord Bia Irish Food Board Annual Report 2013
Amount €
7,747
4,000
3,000
5,221
4,000
7,000
8,000
9,000
4,943
4,152
5,000
11,552
1,884
5,617
3,000
1,000
1,341
1,500
12,000
10,000
1,134
11,801
9,000
2,411
3,000
8,000
3,000
4,000
6,594
1,948
2,500
3,000
2,089
2,687
3,000
3,660
2,000
4,000
4,000
1,446
282
3,000
4,872
2,268
948
9,558
841
3,424
4,886
12,000
4,000
4,000
5,000
3,244
8,000
2,928
4,168
5,000
3,000
4,000
3,000
4,968
3,000
12,000
2,539
3,000
4,000
2,650
984
4,879
2,000
1,515
7,000
7,000
3,765
3,500
3,000
850,639
Bord Bia offices
Head Office
Amsterdam
Moscow
Clanwilliam Court
Lower Mount Street
Dublin 2, Ireland
T +353 1 668 5155
F +353 1 668 7521
World Trade Centre
Strawinskylaan 1351
1077 XX Amsterdam
The Netherlands
T +31 20 754 6969
F +31 20 754 6961
Orlikov per, 3B
Moscow 107139
Russia
T +7 495 607 8150
F +7 495 607 8460
Dubai
4th floor,
Office 4b, Monarch Office,
Tower No 1,
Sheikh Zayed Road,
PO Box 1115425,
Dubai, United Arab Emirates
Dusseldorf
Derendorfer Allee 6
40476 Dusseldorf
Germany
T +49 211 470 5975
F +49 211 470 5976
London
201-203 Great Portland Street
London
W1W 5AB
United Kingdom
T +44 20 7307 3555
F +44 20 7307 3556
Madrid
Casa de Irlanda
Paseo de la Castellana
No 46 - 3a planta
28046 Madrid
Spain
T +34 91 435 6572
F +34 91 435 6211
New York
Ireland House
345 Park Avenue
17th Floor
New York
NY 10154-0037
USA
T +1 212 935 4505
F +1 212 935 4385
Paris
Maison d’Irlande
33, rue de Miromesnil
75008 Paris
France
T +33 1 42 66 22 93
F +33 1 42 66 22 88
Shanghai (Asia Office)
Suite 733
Shanghai Centre
No. 1376 Nan Jing Xi Road
Shanghai 200040
China
T +86 21 627 98829
F +86 21 627 98849
Stockholm
Embassy of Ireland
Hovslagargatan 5
11148 Stockholm
Sweden
T + 46 8 545 04058
Milan
Via E. De Amicis, 53
20123 Milano
Italy
T +39 02 7200 2065
F +39 02 7200 4062
Bord Bia Irish Food Board Annual Report 2013
75
Head Office: Clanwilliam Court,
Lower Mount Street, Dublin 2, Ireland.
T +353 1 668 5155 F +353 1 668 7521
E info@bordbia.ie www.bordbia.ie
Growing the success of Irish food & horticulture