Meat Strategy
Market Implementation
Michael Murphy
Director of Markets
Presentation Outline
•
Market Implications of Pigmeat Recall
•
Market Reassurance & Recovery 2009
•
Market Highlights 2008
•
Sector Strategy Implementation 2009
– Beef
– Pigmeat
– Sheepmeat
•
Markets Resources at your Disposal
Pigmeat Recall
Media Coverage by Country
Pigmeat Recall
Coverage Schedule
Media Coverage by Market (No. of articles)
Rest of world
Asia
Russia
100
90
80
Italy
Germany
70
60
France
Benelux
Iberia
50
40
30
20
UK
North America
10
Eastern Europe
0
Sat 6th
Sun
7th
Mon
8th
Tues
9th
Wed
10th
Thurs
11th
Fri
12th
Sat
13th
Sun
14th
Mon
15th
Irish Market Phase 1
Response to Recall
•
Requirement to restore consumer confidence in Irish pork & bacon on
domestic market
•
Label developed
– Over 6 million labels sent to 38 approved processors & packers
– 400,000 labels & 450 information notices sent to 90 approved
butchers & 110 smaller processors
•
Full page public announcements in 11 national papers
•
TV, radio & poster advertisements
Ø Consumer confidence returned quickly
Irish Market Phase 2
Quality Mark Campaign (February 2009)
•
•
Refocusing on Bord Bia Quality
Mark – Impactful & Integrated
Aim to increase consumption of
pork & bacon with the Mark and
increase loyalty & understanding
Ø Advertisements in national press
Ø Chef endorsements across TV &
radio programmes & food
columns
Ø 120 billboards, 600,000 recipes
leaflets
Ø Online activities on recipe & new
media sites
Ø Concept being tested in groups
Pigmeat Exports
Trade Situation
•
Recall & Compensation Challenging
•
Britain
– Trade beginning to recover
•
Continental Europe
– Variable reaction, limited trade so far
•
International
– Japan & US opened for trade
– Hong Kong & Singapore hopeful
– China, Russia and South Korea market access issues
Beef Exports
Trade Situation
•
Impact limited to small number of markets
•
Initial concerns satisfied with information
•
Italy
– Veterinary dioxin testing lifted
– Retail accounts returning
•
Poland & Germany
– Initial veterinary problems resolved
– Trade recovery
– Offal/Tripe cert from period to be resolved
•
Russia
– Beef implicated by Consumer Association
– Detailed information supplied to veterinary department
Market Reassurance & Recovery
Campaign Elements already underway include;
• Direct contact,
• Presentations to customers,
• Irish Health Control Seminars particularly in Asian markets,
• Bilateral Veterinary meetings in key markets (with an Irish press
statement expressing the satisfaction of the veterinary authority with
Irish product issued afterwards), and
• Placing of articles in trade press from relevant experts such as
Dr. Patrick Wall on the exemplary way Irish authorities dealt with recall
and any risk to human health.
Bord Bia will work very closely with the Department of Agriculture,
Fisheries and Food in implementation and would be guided by Irish
suppliers with regard to the application of the campaign by market and
customer.
Market Highlights 2008
Retail Customers Irish Beef
2001
27
2008
68
Beef Premium Launches
New Business (5)
Italy
Britain
New Premium Business (24)
3 new premium retail listings
1 new foodservice account
France & Belgium
2 new premium foodservice listings
3 new premium retail listings
2 new retail accounts
2 new premium retail listings
2 new foodservice accounts
2 new premium foodservice listings
Germany & E. Europe
Netherlands
3 new premium retail listings
3 new premium retail listing
Spain & Portugal
3 new premium foodservice listings
Scandinavia
3 new premium retail listings
UK Consumer
Campaign Autumn 2008
Full page colour insertions within
weekend supplements
•
Increase awareness amongst
target market of a natural
alternative to both British beef and
expensive organic beef varieties
•
Association with relevant editorial
creating greater impact of
awareness; Observer Food
Monthly, BBC Good Food,
Delicious, Independent, Times etc
•
Weekend focus ensures lifestyle/
food passive research mindset
Irish Beef On-Pack
Promotional Label
Fully Integrated Campaign with
lifestyle magazines supported
with;
•
Instore On-pack
– 1 million labels
•
Food media launch
•
Online Media
– www.delia.com
– www.bbcgoodfood.com
Image Development
Chefs Irish Beef Club
Dutch Recipe Booklet
Retention of 600,000 copies
32% of respondents still had the
magazines – 118,500 magazines
Usage
50% of readers used at least one recipe
from the magazine
Propensity to buy
Irish beef was used in 50% of the recipes
On-line Consumer Tracking Research
Image Development
Blogging France
•
Irish Beef Blogging Event
•
8 Influential Bloggers
•
6 Articles/Opinions published to
date with photos on
www.flickr.com
•
27,300 consumers have read
the Irish beef articles
•
Cost minimal;
per consumer €0.06
Category Management &
Merchandising
Albert Heijn Category Management Project
Greenfields
Working Group
Suppliers
Bennett Merchandising Project
Coop Italia Merchandising Project
Sheepmeat Diversification
Metro Stand at Intermeat, Dusseldorf
Premium lamb in Carrefour Belgium
Generic Promotion
Campaign Output & Reach 2008
•
140 articles published
•
111 radio & 2 TV features
•
220,000 hits on www.agneaupresto.com
•
3.6m On-Pack Stickers
•
3000 posters
•
510,000 recipe leaflets
•
Bord Bia Generic promotion in Auchan,
Carrefour, Casino, Cora, Intermarché,
Leclerc, Metro and Système-U
Irish Market Programmes 2008
•
Investment of over €2.5 m
•
6 major campaigns for beef,
pigmeat and lamb - TV, radio,
outdoor, press, PR, instore &
online activities
•
To increase market share of
meat with Bord Bia Quality Mark
in domestic market
•
•
79% of consumers aware of Bord Bia
Quality Mark
Of these, over 80% more likely to buy
meat with Quality Mark
(Source: Millward Brown, May 2008)
Sector Strategies & Plans for 2009
Pigmeat Strategy
1. Maximise returns on Home market
Ø Displace imports, especially in Retail
Ø Build consumer bond & loyalty to Irish Pork and Bacon
2. Secure good customers in UK
Ø Retail & foodservice
3. Secure more (International) markets for offal and special cuts
Ø Market Access Program with DAFF
Ø Help exporters secure new customers in new markets.
Sheepmeat Strategy
•
Maximise returns on Home market
– Displace imports
– Build consumer bond & loyalty to Irish Lamb, using QAS
– Increase consumption
•
Assist Exporters in Diversifying into new markets / niches
– More balance in export markets / reduce dependence on France
•
Generic Lamb Promotion
– Agneau Presto 3 year plan
•
French Promotions - more with Customers buying directly
Beef Strategy
Improving Returns 2008–13
Move 60,000 tonnes to higher value Channels
2009 Meat Budgets
•
Overall Meat Budget at €9.8 million, marginally down on 2008
•
Markets expenditure of €6.2 million planned
•
Balance includes quality assurance, research, trade fairs, trade
marketing and brand/packing development
Principal Market Allocations
•
Beef: Italy, Britain & Holland
•
Pigmeat: Ireland, Russia, Asia & Britain
•
Sheepmeat: Ireland, France & Northern Europe
Trade Fairs & Events 2009
Event
Date
Location
Sirha
February
Lyon
Gulfood
February
Dubai
SIAL China
July
Shanghai
Anuga
October
Cologne
Food & Drink Industry Awards
September (TBC)
Dublin
Food & Drink Industry Day
November (TBC)
Dublin
Bloom (Sponsorship Opportunities)
May/June
Dublin
Market Access Programme
•
Asia Market Programme 2009-12
•
Supported under EU Promotional Fund
•
Focused on access for Pigmeat & Beef Offal to Japan and
China
•
Opportunity on beef alone could increase output value by €30
million annually
•
Programme involves
– Trade Fairs
– Seminars
– Opinion formers inward visits
– Media
Innovation
REPS Irish Beef Concept
Ireland Foodservice Programme
www.justask.ie
Irish Market
Promotional Calendar 2009
Market Resources at Your Disposal
Increased Market Reach
Increased Service Provisions
Activity Summary Jan-Dec 2008
Month
Buyer
Meetings/
Presentations
Buyer
Enquiries
Client
Meetings
Client
Enquiries
Services
Buyers No.s
Visits
or Events
Journalists No.s
Visits
or Events
Jan
38
59
39
69
32
1
0
Feb
64
51
41
94
44
46 (incl. Marketplace)
1
March
49
36
32
88
42
5
3
April
58
40
36
106
48
10
0
May
49
43
29
67
56
0
16
June
37
32
37
70
45
200 (incl. EMF)
19 (incl. EMF & Bloom)
July
63
40
53
113
41
14
0
August
26
33
23
73
37
9
0
Sept
53
71
32
97
64
17
1
Oct
80
67
71
87
58
25 (incl. Marketplace)
2
Nov
57
42
38
69
46
49
2
Dec
39
56
56
73
43
19
0
Total
613
570
455 1006 556
395
44
Summary
• The Industry continues to move forward,
• The Industry has a strategy,
– Hit by a missile but shown resilience
– With refinements still on course
• The Industry has dedicated resource in Bord Bia, and
• The Industry has a globally scarce product.
World Population 1950 – 2050