Meat & Livestock Strategy, Plans &
Programmes 2013
Jim O’Toole
11th January 2013
Growing the success of Irish food & horticulture
AIDAN COTTER
BORD BIA
Growing
the success of Irish food
& horticulture
CHIEF
EXECUTIVE
28 JANUARY
2009
Meat & Livestock Exports
€M
Total Meat & Livestock
2011
2012 (e)
% Change
2,862
2,987
+4%
2012 performance driven by:
% Change in exports, 2012 vs. 2011
 Stronger pigmeat, sheepmeat, beef and live animals
 Tight EU meat supplies helping to offset weak demand for red meat
 Slower international trade as year progressed
20
15
10
16
Prospects for 2013:
5
7
6
 Higher beef export volumes but little change in EU supplies
 Feed prices a major issue for pigs & poultry, although price prospects good
 Weak European consumer demand to remain
2
-1
0
-5
Pigmeat
Sheepmeat
Live Animals
Growing the success of Irish food & horticulture
Beef
Poultry
Pigmeat
•
•
•
Lower production, EU and main exporters
Record high prices
Strong demand in export markets
Sheepmeat
•
•
•
Consumption holding steady – promotions key
UK hogget supplies picking up in Q1
New Zealand – production up though prices easing
Beef
•
•
•
Production declines to create import opportunities in Fr, It, UK & Nl
Global beef exports have declined but are likely to increase again by 2020
Strongest international Import growth will be focussed on emerging
and developing markets
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Over 50 Top Chefs in Belgium, France, Germany, Netherlands and Switzerland
Growing the success of Irish food & horticulture
Provenance & Transparency
McDonald’s Angus Premium Deluxe,
Argentina
Victor Churchill offers
theatrical meat displays
and classes, Australia
Four’N Twenty ‘Angus Beef’ pie, Australia
Jamie Oliver’s Recipease
stores in Britain offer
lessons on how to cook
meats (plus other skills)
at its in-store kitchens.
La Cabaña restaurant offers courses
teaching consumers how to prepare proper
asados (barbecues). Consumers learn
about tradition, culture and the different
techniques for cooking asados, Argentina
93% of Consumers Aware of Quality Mark
Consumer Awareness of the Quality Mark
100
90
80
70
60
50
40
30
20
10
0
2004
2005
2006
2007
2008
Growing the success of Irish food & horticulture
2009
2011
2012
% of Retail Facings of Meat with Quality Mark
Source: Bord Bia Retail Audit
Growing the success of Irish food & horticulture
Quality Mark Affinity Segments
Base: All Adults N=1,001
Sept 2012
%
Enthusiasts
Waiverers
April 2011
%
Nov 2010
%
(634,000)
• Continue to(741,000)
increase number of consumers only
buying food with the Bord Bia Quality Mark
•
Sceptics
April 2012
%
Level of Loyalty to Quality Mark
- Increase
number of 'Waiverers„ - from 19% to 35%
(1,225,000)
- Increase number of 'Enthusiasts‟- from 19% to 28%
(992,000)
Rejectors
QM Affinity profile very consistent in 2012.
Percentage of QM Enthusiasts has tripled since November 2010, driven by QM
Communications.
© 2011 Bord Bia, The Futures Company
Q.6
11
And
which of these statements best describes your view of the Bord Bia Quality Mark?
Britain
• Irishbeef.co.uk – Grasstronomy
• Fresh Clippings Newsletter
• Social Media Networking
• On Pack Promotion
• Support premium accounts
Growing the success of Irish food & horticulture
Essen und Trinken
Growing the success of Irish food & horticulture
Power of animal welfare NGO‟s in Holland
Consumers
– Hot topic, but limited interest
Media (NGOs)
- Hyped & negative reporting
Trade
-Animal welfare credentials are a key concern
Growing the success of Irish food & horticulture
Italy
• Consumer Research
• Develop Promotional Strategy (Media, In-Store, PR)
• Prioritising Customers identifying Irish Beef
• Trade & Consumer Events
Growing the success of Irish food & horticulture
USA
• Market Entry Strategy for Beef & Lamb
• Prioritisation of Segments
• Identify optimum Route to Market
Growing the success of Irish food & horticulture
|
“The Culinary Olympics” 29-30 January 2013 – Lyon, France
Irish Beef the choice of Meat
3 New Chapters Spain/Italy/Nordic
80+ Member Chefs
Growing the success of Irish food & horticulture
|
Growing lamb consumption in France
Opinion Leaders
Trade Promotions
Growing the success of Irish food & horticulture
Consumer Promotions
Internet
Lamb Campaign 2013
Growing the success of Irish food & horticulture
Developing High Value Markets
Growing the success of Irish food & horticulture
Pigmeat – home market promotions
Growing the success of Irish food & horticulture
International markets
Growing the success of Irish food & horticulture
Trade Shows
Fair
Date
Location
Sirha
26 – 30 January
Lyon, France
Prodexpo
11 - 15 February
Moscow, Russia
Biofach
13 – 16 February
25 – 28 February
Nurnberg, Germany
9 - 10 April
19 - 22 May
Paris, France
7 - 9 May
Shanghai, China
CIMIE
tbc
Beijing, China
Anuga
8 – 12 October
Cologne, Germany
Gulfood
MDD
Tuttofood
Sial China
Growing the success of Irish food & horticulture
Dubai, UAE
Milan, Italy
Growing the success of Irish food & horticulture
Premiumisation &
Differentiation
Higher returns &
improved position
Premium
Retail
&
Foodservice
Standard
Retail
Customisation
for
Manufacture
New
Opportunities
Defend
Home
Market
Build consumer awareness of Ireland as a source of premium beef
Production to each exact specification, matching supplies to market demand
Irish R3 Steer as % of EU Average
IR as % of EU
100%
80%
60%
40%
20%
0%
Growing the success of Irish food & horticulture
Irish R3 Steer as % of UK R3 Steer
IR as % of UK
100%
80%
60%
40%
20%
0%
Growing the success of Irish food & horticulture
EU R3 Male Cattle Prices
c/kg excl VAT
400
380
360
340
320
300
280
260
240
220
200
Jan '07 Jul '07
Jan '08
Jul '08
Jan '09
Jul '09
Jan '10
Growing the success of Irish food & horticulture
Jul '10
Jan '11
Jul '11
Jan '12
Jul '12
Future Production
‘000 head
Irish Cow Numbers & Calf Births
2,400
2,350
2,200
Calf Births
2,000
1,800
Dairy Cows
1,600
1,350
1,400
1,200
1,000
800
Source: Beef Activation Group / Bord Bia
Growing the success of Irish food & horticulture
Suckler Cows
1,150
Total Cattle Throughput - Export Plants
(‘000 head)
1,800
1,700
1,600
1,750
1,630
1,520
1,400
1,200
1,730
1,380
1,000
800
600
400
200
0
DAFM / *Estimates & Forecasts: Bord Bia
Growing the success of Irish food & horticulture
Irish Beef Sector
Strengths
Weaknesses
Sustainability Fundamentals
Quality Assurance
Exports Portfolio
Supply Capability
Efficient production & processing
Eating Quality
Opportunities
Poor Profitability (esp. Suckler Beef)
Increasing Dairy Herd
Farm Structure
Seasonality
Threats
Decreasing EU Supply
Increasing Global D for Protein
Proximity of EU Market
Growing the success of Irish food & horticulture
South American Expansion
Price Volatility (products & inputs)
National Preference
Image of Beef (v other protein)
Policy (CAP; WTO; GHG)
Targets being set by companies
Energy
Emissions
20% reduction in energy by 2015
Anaerobic digester by 2016
12% reduction over next three years
30% reduction by 2020
Waste
Zero waste to landfill by 2015
70% reduction in waste to landfill due to increased recycling
Water
20% reduction by 2015
Implementation of rainwater harvesting by 2014
Biodiversity
Welfare
Social
Implement biodiversity register and species enhancement programme by 2015
Advice and feedback programme to farmer suppliers on welfare initiatives
Reduce salt content of products by 15% by end of 2013
Removal of artificial colourings
Develop and implement Health & Nutrition Policy from 2013.
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Meat & Livestock Strategy, Plans &
Programmes 2013
All speaker presentations from the Meat Market
Prospects Seminar 2013 will be available at:
www.bordbia.ie/MeatMarketSeminar2013
From 5pm Friday 11th of January.
Jim O’Toole
11th January 2013
Growing the success of Irish food & horticulture
AIDAN COTTER
BORD BIA
Growing
the success of Irish food
& horticulture
CHIEF
EXECUTIVE
28 JANUARY
2009