June 30, 2020


Good Herdsmen sells organic Irish beef in the Philippines


Good Herdsmen is now supplying organic Irish beefin the Philippines, which is being sold by Healthy Options, the largest organic health foods retailer in the country, Farming Life reported.


The striploin, ribeye and T-bone cuts are being marketed as hormone-free, raised on family farms, with farm-to-table traceability. Healthy Options has 33 stores across the Philippines, including 24 in the capital Manila.


Malcolm Leoi, Bord Bia's Market Specialist for South East Asia, commented, "Since the market opened for Irish beef in 2014, Bord Bia has been steadily building relationships between Irish beef suppliers and key trade customers in the Philippines. We are now leveraging these trade relationships to launch Irish beef for the first time in the Philippine retail channel.


"Irish beef is the perfect fit for Healthy Options with its focus on health and sustainability-conscious consumers in the Philippines. This partnership will also raise awareness of the premium nature of grass-fed Irish beef, sourced from Quality Assured farms, and fully traceability from farm to fork."


In 2017, Bord Bia identified the Philippines (along with South Korea and Vietnam) as a priority market for Ireland's meat exports in its Prioritising Markets: Opportunities for Growth report. The Philippines is currently Ireland's third-largest Asian export destination for food and drink by value, after mainland China and Japan.


In 2018, Bord Bia won an EU contract to promote pork and beef on behalf of EU in the Philippines, Vietnam and South Korea. As a result, Irish beef is currently featuring as part of a three-year EU campaign.