November 10, 2023

 

Bord Bia hosts trade event in Malaysia to expand Irish pork market

 

Bord Bia, the Irish Food Board, hosted a trade event in Malaysia to officially launch Irish pork in the country, as it aims to spotlight the unique attributes of Irish pork in a bid to strengthen its presence in the Malaysian market, Irish Examiner reported.

 

Having gained access in November 2022, Ireland marked the occasion by showcasing the quality and taste of Irish pork to selected importers, distributors, and chefs in Kuala Lumpur.

 

Between January and August of the current year, Ireland exported 370 tonnes of pork to Malaysia, totalling EUR 870,500 in value. Notably, Spain remains the primary pork supplier to Malaysia, contributing over 14,000 tonnes in 2022, followed by the Netherlands, Denmark, and Belgium.

 

Over the summer, Bord Bia organized a tour for 15 Malaysian chefs and meat buyers, providing them with insights into Irish swine farms, processors, and Teagasc's pig research facility.

 

Lisa Phelan, Bord Bia South East Asia manager, said that since access was gained 12 months ago, Bord Bia has been actively generating interest in Ireland as a supplier of high-quality pork among the Malaysian trade.

 

She said it is important to understand the Malaysian pork market through in-depth research and engaging with local media and interested buyers.

 

Despite being a majority Muslim country, Malaysia has a significant ethnic Chinese population (23%) that supports the demand for pork, with a per capita consumption of 17.3 kg per year, as reported by the Malaysian government. Domestic pork production covers 90% of consumption, while pork imports reached 33,500 tonnes last year.

 

Phelan said Ireland is committed to developing long-term and sustainable trade relationships with Malaysian pork customers.

 

Ireland's Minister of State at the Department of Agriculture Martin Heydon, leading the trade mission, emphasised the strategic importance of building upon the strong start to position Ireland as the preferred supplier for sustainable, safe, and high-quality meat and dairy.

 

-      Irish Examiner