ANNUAL REPORT & ACCOUNTS 2014 · intrinsically linked to the underlying strength of global...

ANNUAL REPORT & ACCOUNTS 2014

Growing the success of Irish food & horticulture

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.

Find out more at www.bordbia.ie

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.

Contents

Our Business

Statement of Strategy 2012 – 2014 1

Origin Green 2

Beef Sustainability Awards 2

Exports of Irish food and drink 4

Market distribution of Irish food and drink exports 6

Chairman’s Statement 8

Chief Executive’s Review 12

Sector Reviews

Meat and Livestock 25

Food and Beverages 29

Small Business & Organic Sectors 31

Horticulture 34

Services 38

Governance

Corporate Statement 45

Statement on Internal Financial Control 48

Organisation Structure 49

Staff Structure 50

Bord Bia Board 51

Bord Bia – Consumer Foods Board 52

Bord Bia – Dairy Board 52

Bord Bia – Horticulture Board 52

Bord Bia – Meat and Livestock Board 53

Bord Bia – Quality Assurance Board 53

Finance

Report of the Comptroller and Auditor General 55

Statement of Accounting Policies 56

Income and Expenditure Account 58

Statement of Total Recognised Gains and Losses 59

Balance Sheet 60

Cash Flow Statement 61

Notes forming part of the Financial Statements 62

Marketing Finance Grant Payments 2014 68

Find out more at www.iput.ie


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 2014.

Michael Carey CHAIRMAN

01

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:

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

Building Exports

Building Ireland’s Reputation

A Vibrant Home Market

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

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

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 2014

1Our Business Governance Finance

Origin Green Beef Sustainability Awards

At the National Ploughing Championships, the Minister for Agriculture, Food and the Marine, Simon Coveney, TD, presented four leading beef farmers with awards in recognition of their exemplary role in sustainable beef production.

Twelve farms demonstrating strong sustainability credentials with regard to carbon footprint, biodiversity and water management were shortlisted for the Origin Green Beef Sustainability Awards. The Awards were organised by Bord Bia, in conjunction with the Irish Farmers Journal and Teagasc. Winners were announced in four categories as follows:

• SUCKLER TO BEEF CATEGORY: Jonathan Greene, Levitstown, Maganey, Athy, Co. Kildare

• SUCKLER TO WEANLING/STORE CATEGORY: Tim Joyce, Ballinvoher, Turloughmore, Co. Galway

• WEANLING/STORE TO BEEF CATEGORY: Pat Murray, Pallas, Gorey, Co. Wexford

• DAIRY CALF TO BEEF CATEGORY: William Morrow, Demense, Raphoe, Co. Donegal

The shortlisted farmers were selected from the membership of Bord Bia’s Quality Assurance Scheme, which includes over 44,000 beef farms. The fi nal winners were decided following farm visits by the judging panel including representatives from Bord Bia, the Irish Farmers Journal and Teagasc.

An additional Merit Award was presented to John Kinsella, Garrycullen, Saltmills, New Ross, Co. Wexford, to acknowledge exceptional performance in meeting the criteria set out under Bord Bia’s Quality Assurance Scheme.

Speaking at the presentation of the awards, Minister Coveney said, “The Irish food industry has identifi ed sustainability as a strong point of differentiation on the global market, a vision which is being articulated through the Origin Green brand. Credible, measurable proof points are crucial however, and our beef farmers are at the forefront in helping our food industry to achieve this ambitious plan. These awards acknowledge those farmers who are leading the way by highlighting the link between environmental sustainability and effi cient beef production at farm level.”

2


44,000 THE WINNERS WERE SELECTED FROM 44,000 QUALITY ASSURED BEEF FARMS44,00044,00044,00044,00044,00044,00044,00044,00044,00044,000

Origin Green Beef Sustainability Awards



Exports of Irish food and drink (€m)

The Irish food and drink sector recorded the fi fth consecutive year of growth in exports during 2014 as a result of increased output in key sectors and better returns for much of the year particularly for dairy, seafood and prepared foods.

For the year it is estimated that the value of Irish food and drink exports increased by almost 4% to reach €10.425bn. This represents a new high for exports and marks growth of 45% or €3.2bn since 2009.

€10.4 bn EXPORTS EXCEED €10.4 BILLION FOR THE FIRST TIME€€€€€€€€€€

0 500 1000 1500 2000 2500 3000 3500

2014(p)

2013

Live Animals

Sheepmeat

Poultry

Edible Horticulture & Cereals

Seafood

Pigmeat

Beverages

Prepared Foods

Beef

Dairy Products & Ingredients

(p) = 2014 fi gures are provisional


4

4% FOOD AND DRINK EXPORTS INCREASED BY 4% TO REACH €10.425 BILLION FOR THE FIRST TIME

€3.2 bn EXPORTS IN 2014 WERE 45% OR €3.2 BILLION HIGHER THAN THE LEVELS RECORDED IN 2009

2013 2014 (p) 2014/2013

€m €m % +/-

Dairy Products and Ingredients 2,935 3,104 +6

Beef* 2,248 2,270 +1

Prepared Foods 1,669 1,810 +8

Beverages 1,158 1,146 -1

Pigmeat 552 570 +3

Seafood 481 527 +10

Edible Horticulture and Cereals 222 225 +1

Poultry 259 310 +20

Sheepmeat 216 218 +1

Live Animals 245 245 –

Total Food and Drink 9,985 10,425 +4

*includes edible offals Source: Bord Bia estimates

(p) = 2014 fi gures are provisional

175 IRELAND’S FOOD AND DRINK HAS A LARGE GLOBAL REACH – EXPORTING TO 175 COUNTRIES WORLDWIDE175175175175175175175175175175175



Market distribution of Irish food and drink exports (%)

A rise of 45% in the value of trade to Asia led to a shift in the market distribution of food and drink exports. Significant increases were also recorded to North America, The Middle East and Africa. This trend outpaced the growth recorded to European markets and led to a strong rise in the share of exports destined for international markets.

The share of exports destined for the United Kingdom eased from 42% to 40% in 2014. The value of trade showed little change at €4.2 billion. Stronger export values for beverages, prepared foods, mushrooms and poultry helped offset lower beef and dairy values.

Following double digit growth in 2013, the value of exports to other European markets grew at a slower rate than overall exports in 2014. This reflects strong demand outside of the EU and a more tentative consumer environment across key European markets. For the year, exports increased by 2% to reach €3.3 billion. This equates to 31% of total exports.

Shipments of Irish food and drink products to International markets showed renewed growth in 2014 as the value of trade jumped by an estimated 15% to stand at around €3 billion. This leaves the region accounting for 29% of exports.

Int. Mkts29%40%

31%

Other EU

United Kingdom

0

10

20

30

40

502013

2014 (p)

International MarketsOther EUUnited Kingdom

42% 40%

32% 31%26%

29%


6

0

1000

2000

3000

4000

5000

2013

2014 (p)

International MarketsOther EUUnited Kingdom

4,160 4,200

3,200 3,265

2,6252,960

GROWTH IN FOOD AND DRINK EXPORTS TO INTERNATIONAL MARKETS – 2014 VS. 2013 (%)

DISTRIBUTION OF FOOD AND DRINK EXPORTS – 2014 VS. 2013 (€M)

15% THE VALUE OF TRADE TO INTERNATIONAL MARKETS JUMPED BY AN ESTIMATED 15% TO STAND AT AROUND €3 BILLION

40% THE SHARE OF EXPORTS DESTINED FOR THE UNITED KINGDOM EASED FROM 42% TO 40% IN 2014

0

10

20

30

40

50

60

70

80

AfricaNorth AmericaMiddle EastChinaRest of Asia

65

40

2216

5



Building on the strong fi gures of the previous four years, 2014 again presented a picture of the Irish food and drink industry as vibrant, resourceful, and strongly focused on achievement in the export sphere. In a decade that has, to date, delivered more than its fair share of challenges, the continuous upward surge of Irish food and drink exports has been little short of remarkable. In 2014, export values increased by 4% to reach €10.425 billion, meaning that, since 2009 the cumulative export growth enjoyed by the sector is almost 45% or €3.2 billion. Figures from the CSO show the industry continues to set the pace for export growth with Irish food and drink exports growing at fi ve times that of total merchandise exports over the year.

+45 % SINCE 2009 THE CUMULATIVE EXPORT GROWTH ENJOYED BY THE SECTOR IS ALMOST 45% OR €3.2 BILLION

Chairman’s Statement

4545454545

8


INTERNATIONAL CONTEXT

The 2014 Annual Report presents an opportunity to give substance to these headline figures. At the heart of the achievement is, of course, the rise and continued demand for Irish food and drink products in diverse markets around the world. While this can be intrinsically linked to the underlying strength of global agricultural commodity prices, direct correlations are not as obvious as they may first appear. Indeed, Ireland’s 4% export growth in 2014 was matched by a decline of the same percentage points in global agricultural commodity prices. Ironically, meat, the one sector that countered the fall in global commodity prices, was also the sector where price falls impacted most severely on Irish producers.

That noted, and annual variances notwithstanding, the FAO index for agricultural commodities prices remains 55% higher than the 2000-2010 average and, despite some further risks of volatility, particularly in dairy and cereals, enjoys a broadly positive outlook for 2015.

If the context of growth during 2014 was sustained demand for Irish food and drink products, the specific mechanisms through which it was delivered were a combination of increased outputs and better returns in some sectors. It is important to recognise, of course, the myriad of individual achievements that collectively underpin this picture, and, by implication, the hundreds of businesses throughout the country where the hard work of the last number of years has not only contributed to this story of growth but benefitted employees, communities and local economies. There is no other industry with the regional spread and diversity of the Irish food and drink industry and none that has so pivotal a role at the heart of local communities and their economy and environment.

Thanks to the dedication and professionalism of those who are leading growth in the sector, we now have an industry that is leaner, more resourceful and more ambitious than at any time in its past,

making current successes the platform from which future growth will be generated.

There was hard evidence of this improved competitiveness during 2014 when the Forfas-published Competitiveness Scorecard showed the competitiveness of the Irish manufacturing sector continued to improve over the year. In addition, the IMD’s World Competitiveness Yearbook saw Ireland’s ranking improved from 24th position in 2011 to 15th

during 2014. Meanwhile, Bord Bia’s annual industry survey found broad optimism, looking towards 2015, among food and drink manufacturers. In all, 95% of those surveyed expected similar or higher export sales to 2014, with the majority (52%) expecting growth.

While the cost base in Ireland and competition from other suppliers are continuing concerns, the survey also found that two major challenges faced in recent years, promotional pressure from retailers and weak consumer sentiment, are now giving less cause for concern. The phrase ‘turning the corner’ may have been overused in the last few years on matters relating to the Irish economy, but the survey suggests it has real resonance at this point in time. The weakening of the euro in late 2014 and early 2015 should further help alleviate some competitive concerns, particularly in the UK and international markets.

The issue of deflation was a major political concern of the EU towards the end of 2014 and food exports witnessed a range of permutations over the year, with countries such as Germany and the Netherlands showing modest inflation, and the UK, Ireland and France seeing price deflation as the year progressed. This contrasts to 2013 when food price inflation was running at more than twice overall inflation in the eurozone economy.STRATEGIC FRAMEWORK

STRATEGIC FRAMEWORK

While no long-term guarantees come with success, and price volatility and the vagaries of international relations are outside the industry’s control, we can say with some certainty that each year of growth in our industry lays the foundations for further achievements to follow. Bord Bia’s marketing and promotional activities reflect the range and geographical spread of the industry itself. As the sector continues to grow, Bord Bia’s goal is to ensure that awareness of the exceptional opportunity Ireland represents as a sustainable, high quality food resource grows with it. Over the course of 2014, Bord Bia’s three-year Statement of Strategy 2012-2014 reached a conclusion, and I believe we can say with confidence that it has contributed positively to the overall growth trajectory of the industry and that Bord Bia, as an organisation, has emerged from it more firmly aligned to the delivery of the ambitious goals set out in Food Harvest 2020.

A review of Food Harvest 2020 was undertaken by the Department of Agriculture, Food and the Marine during 2014 and its findings made encouraging reading. By the end of 2013, it became clear that one of the key performance indicators of the success of the strategy, an increase in primary output, had to all intents and purposes been achieved, thanks to the strong demand for Irish output globally. Of course,



Chairman’s Statement

this increased output has not come without increased input costs and the review found that the challenge of translating growth into a sustainable income for primary producers remains a pressing one. The decline in beef prices during 2014 brought many of these issues to the fore, as a volatile trading environment impacted on beef producers. Bord Bia has long been committed to the premiumisation of Irish beef in our key markets and welcomed the constructive dialogue between stakeholders that helped alleviate some of the issues by the end of the year. In the long run, strong working relationships are central to securing the best prices for Irish beef exports.

As dairy quotas come to an end in 2015, similar challenges are set to face the dairy industry and Bord Bia welcomes evolving mechanisms in the sector to help farmers manage volatility, and work with greater

certainty and confidence as to their income.

The review of Food Harvest 2020 also found the export target of €12 billion by the end of this decade to be on track and may even be substantially surpassed. It is against this backdrop that the next stage of the national strategy for the agri-food sector, for the years up to 2025, is being prepared.

ORIGIN GREEN

Food Harvest 2020 also provided the context for Bord Bia’s ambitious Pathways for Growth programme and the development of Origin Green, which has set the Irish food and drink industry on the path to becoming a recognised world leader in the delivery of sustainable, high quality food and drink products. Bord Bia’s stated goal is that, by 2016, all food and drink exports from Irish farms and food businesses will be certified as on the road to sustainability. By the end of 2014, some 389 companies had signed up to the programme, with 80 companies, representing 75% of Irish exports, verified as members. A significant new element of the programme in 2014 was the Sustainable Dairy Assurance Scheme (SDAS), which brings rigorous, independently verified sustainability measures to the Irish dairy industry and provides a framework for measuring the continuous improvement of each of the 18,000 participating dairy farms. The year also saw international communications around Origin Green gear up with the placement of 10 Origin Green ambassadors within major international food businesses around the world and the development of an Origin Green partnership with the Guardian Sustainable Business website. A new video updating audiences on the Origin Green story and again featuring Saoirse Ronan is being warmly received and has been translated into eight languages.

STATEMENT OF STRATEGY

At corporate level, 2014 saw the conclusion of the three- year Bord Bia Statement of Strategy 2012-2014. The strategy set out to ensure the resources of Bord Bia were geared towards the implementation of its various programmes in a way that was clearly aligned with the objectives of Food Harvest 2020 and Pathways for Growth. As such it revolved around four priorities:

• Building Ireland’s Reputation

• Enhancing Competitiveness

• Building Exports

• A Vibrant Home Market

The Chief Executive’s Review will reflect on how Bord Bia’s many activities during 2014 were advanced under these objectives.

The next stage of Bord Bia’s strategic plan will evolve after careful reflection, but will undoubtedly include continued emphasis on and investment in Origin Green; the continued channelling of resources to help companies develop successful new products; investment in the next generation of leaders through education; and, any actions that are needed to enhance Bord Bia’s own capacity to serve industry within the global marketplace.

CONCLUSION

The Irish food and drink industry enters 2015 buoyed by strong performances and a range of positive results in diverse marketplaces. As with every year, it is impossible to predict what political, economic or climactic issue might emerge to challenge this picture, but the ongoing demand for Irish food and drink products, as well as the increased capacity of the industry to seek out and grow new markets, is clear.

For a generation of dairy farmers who grew up bound to the quota system, 2015 will be genuinely historic and the year represents an exciting opportunity for growth, although likely weaknesses in global dairy markets may have a dampening effect on any immediate exuberance in the sector. In the beef sector, a recovery in price is expected although the volume forecast for the year ahead is lower than 2014. Prepared foods and beverage suppliers will, as ever, face highly competitive market environments, and continue to succeed by highlighting their quality, innovation and uniqueness.


10

What will not be in doubt in 2015 is the extent to which agri-food forms the backbone of local communities and the rural economy

in particular. Agri-food accounts for some 8% of Irish GDP and employs almost 160,000

people throughout the country.

Bord Bia will continue to play its role as champion of this industry and, although our resources are finite, our expertise and ambition are equal to that of the dynamic client base we serve, and we look forward to continuing to work with them at home and abroad.

As Chairman of Bord Bia, I had the honour of representing the organisation at many high profile events throughout 2014 and of seeing, at first hand, the esteem that Ireland is held in by political and industry leaders around the world. I have also seen the determination of those who are working to extend our industry in new markets. These ambitions are not driven by simple business acumen, but by a genuine pride in the quality of our outputs and the conviction that the principles of sustainability, as espoused by Origin Green, should be central to future growth.

Throughout 2014, I have been ably assisted by the Board and the five subsidiary boards and, on behalf of the industry, would like to thank each and every member for their invaluable contribution. I extend my personal thanks for their friendship, support and good counsel over the year. To those who departed the boards during 2014, I would like to thank them sincerely for their services and I look forward to working with those who joined during the year.

Let me also thank, with great sincerity, 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. I would particularly like to thank Tom Moran, who retired at the end of the year, for his unwavering support of Bord Bia during his time as Secretary General of the

Department of Agriculture, Food and the Marine and to wish him a long, healthy and happy retirement. I look forward to working with his replacement, Aidan O’Driscoll in the years ahead. The successful reopening of the US market for Irish beef was a happy conclusion to the Department’s hard work at the end of the year, and was achieved with the close cooperation of the Department of Foreign Affairs to whom I also extend sincere gratitude and thanks. Their ongoing commitment is helping to build a new environment for the Irish farming community where fair returns for an excellent product will provide the basis for a sustainable income. I would also like to single out His Excellency, the President of Ireland, Michael D. Higgins, for thanks. President Higgins is not only patron of Bloom but also a warm ambassador for the values and virtues of Origin Green and was a passionate advocate for the values of the Irish food industry at many events throughout the world during 2014.

May I also thank Enterprise Ireland, Teagasc and Bord Iascaigh Mhara with whom Bord Bia works closely and the OPW, without whose support, Bloom could not be the highpoint of the summer that it is. Finally, let me thank and warmly commend the work of Bord Bia’s personnel. Their hard work and determination has made Bord Bia an organisation that punches far above its weight and I commend Chief Executive Aidan Cotter for the leadership he has provided over the year.

No matter how many years we may record it, the strong performance of the Irish food and drink industry is not something any of us take for granted. The 2014 export performance has shown that the path forward is undoubtedly a global one. The industry has the resources, and the commitment, to continue to grow and Bord Bia will continue to evolve as an organisation with the capability and the vision to support it on this exciting journey.

Michael CareyChairman

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





The enduring success of Ireland’s food and drink exporters is built on two key attributes: a uniquely rich farming environment that is conducive to quality food production and an industry populated with individuals committed to excellence at every level. In 2014, these strengths were again confi rmed as a record-breaking performance brought Irish food and drink export to €10.425 billion in value, a fi gure that represents the fi fth consecutive year of export growth for the sector.

The achievements of 2014 saw many highpoints and some challenges. From the continuing strong performance of our consumer food exporters to the UK, to the exceptional growth in the exports of infant formula to China, to a trebling of trade in seafood exports to Egypt, Irish exporters have shown themselves to be quickly moving beyond any traditional ‘comfort zone’ the industry might once have occupied. These strong performances, across a range of scenarios, also confi rm that the renewed confi dence in the food and drink industry as an engine of growth for the Irish economy has been well founded. Figures from the CSO show that, while food and drink exports have grown by 45% since 2009, total merchandise exports have grown by 5% over the same period.

The prevailing picture in both Europe and the international marketplace was one of growth, with some of the strongest performances seen in markets that represent bright opportunities for the future. In North America, food and drink exporters enjoyed an 18% increase, in a year that ended with the announcement that Irish beef exports to the US would resume for the fi rst time in two decades. In China and the rest of Asia there were highly impressive performances, with growth of 36% and 58% respectively. The developments in China come on the back of particularly strong relationship building between our two countries over the last few years and credit for what is now becoming a major scaling up of trade must go to the Department of Agriculture, Food and the Marine and the Department of Foreign Affairs and Trade as well as the hard work of individual companies. Bord Bia is also proud of the role its presence on the ground is playing and the Food Hub, established in 2012, has provided an important gateway for Irish exporters entering the market.

Buoyed by this strong performance, the industry nevertheless enters 2015 recognising the challenges that lie ahead. The strong trade fi gures for 2014 were, in many cases, driven by increased output rather than better returns. Beef, pork and dairy export volumes, which grew by 13%, 7% and 6% respectively, were indicative of this as they collectively helped add some €500 million to the total value of exports.

Chief Executive’s Review

45%FOOD & DRINK EXPORTS HAVE GROWN 45% SINCE 2009


12

For beef farmers, in particular, increased output came with reduced prices and meant 2014 will be remembered as a year of frustration. Looking to 2015, the picture appears brighter for the sector with demand rising again. However, lower volumes are set to weigh on the potential for growth. Meanwhile, pressure on global dairy prices is likely to be the backdrop in which the ending of the quota system in April 2015 takes place. As against that, a weakening euro, reduced energy costs, economic recovery in key markets, as well as strengthening demand in emerging markets will all play to the competitive strengths of the industry as it seeks to retain the momentum of growth in 2015.

SECTOR MARKET PERFORMANCES

The strongest growth sectors for the Irish industry during 2014 were prepared foods, seafood and edible horticulture. Exports of prepared foods rose by 8% to €1.8 billion, while seafood exports rose by 10% to €527 million and edible horticulture put in a good performance to grow by 1% to €225 million. The two pillars of the Irish food industry, dairy and meat, also saw more modest growth. The dairy sector grew by 6% in value to €3.1 billion. In meat and livestock, increased export volumes lifted the sector by 3% to €3.6 billion in value. Poultry and pork were the strongest performers in percentage terms, with beef exporters experiencing a more challenging year. Although beef export volumes grew by almost 13% the impact was offset by price falls of 11%. The beverages sector, meanwhile, had a muted year, with exports falling by 1% to €1.15 billion as a result of sluggish demand in more developed markets. The strong performances of recent years show exporters to be well positioned across all categories to recover ground quickly when more favourable conditions emerge.

The UK is Ireland’s closest, oldest and largest market and the industry’s

performance there is often taken as a bellwether of its overall strength.

In 2014, a relatively nuanced performance saw market share decline in percentage terms – the UK absorbed 40% of Irish food and drink exports, a fi gure down two percentage points from 2013 – however, actual trading volumes remained fi rm, as exports hovered at the €4.2 billion fi gure. Within this, there were sectoral variations: beverages, prepared foods, mushrooms and poultry enjoyed strong performances while beef and dairy declined, largely as a result of weakening prices.

In continental Europe, the story of 2014 was one of continued growth in most markets, albeit at a slower rate than the blistering double-digit fi gures recorded in 2013. Growth across sectors was broadly distributed, with beef, seafood, pigmeat, poultry and prepared foods leading the way. The challenge of defl ation has become a vexed one for the entire eurozone economy and, even where modest price infl ation was seen, food prices fell behind the overall trend. The effi ciency with which alternative routes to market were secured by the industry outside Europe was also a noteworthy contributor to the overall performance. Markets such as France, Italy and the Netherlands were joined by Poland as the strongest performers, while overall trade to Germany, Spain and Sweden fell back. An overall increase of 2% to €3.3 billion means continental Europe now represents 31% of total Irish food and drink exports.

As our most global indigenous industry, the geographical spread of Irish food and drink exports has long been a source of

pride to the sector. Diversifi cation towards international markets continued during 2014 and was led by a steep rise in trade to Asia.

While still emerging from a relatively low base, the overall increase of 45% in one year, driven mainly by exports of premium dairy product to China, is no overnight success story but rather testament to the commitment of both government and industry to building relationships with some of Asia’s most signifi cant food industry players. It also refl ects the growing reputation of Ireland as a source of the highest quality foodstuffs, a message into which Bord Bia has invested considerable resources. The strong performance in Asia was bolstered by further positive news in North America, the Middle East and Africa. The announcement, at the end of 2014, that the US was to resume imports of Irish beef was widely hailed and the move opens up a potentially lucrative market for grass fed Irish beef. In contrast, exports to Russia fell by more than 30%, as the EU-wide ban on pigmeat imports escalated into a full ban on a wide range of agriculture products and food. All in all, the value of Irish exports to international markets increased by an estimated 15% to €3 billion or 29% of total exports.

236,896236,896 HEAD OF LIVESTOCK EXPORTED

8383 RETAIL AND FOODSERVICE ACCOUNTS PROMOTE QUALITY ASSURED BEEF




STATEMENT OF STRATEGY

The Statement of Strategy 2012-2014 has, over three years, provided a structured framework for Bord Bia’s assistance to food and drink companies. It has also clarified the alignment and interconnectedness of our many undertakings and allowed the organisation to demonstrate a commitment to delivering value for money and to tangibly measuring, where it is feasible, the return on investment to the services we offer.

The Statement of Strategy set out four strategic priorities around which all Bord Bia activities revolve:

1. Building Ireland’s Reputation

2. Enhancing Competitiveness

3. Building Exports

4. A Vibrant Home Market

Through the 2014 Annual Report, I am pleased to report a year of progress in terms of Bord Bia’s delivery against each of the four strategic priorities, and I set out a number of activities that give a flavour of our commitment to each priority. Through this, I hope to throw light on the multiple roles Bord Bia plays as a marketing agency committed to meeting the needs and goals of the Irish food and drink industry, but also to demonstrate the structure that underpins these actions.

The ultimate measure of the success of the Statement of Strategy 2012-2014 will be the benefits that have accrued to industry

and I am also pleased to note the high levels of participation, and the strong positive feedback, from the Irish food and drink

industry across the range of programmes and activities undertaken during 2014.


14

Reputation is one of the most cherished assets of the Irish food, drink and horticulture industry and central to our strategic goal of securing the maximum returns for the industry in its export markets.

Bord Bia works to develop and promote the reputation of the Irish industry as dynamic and quality-focused, with world-leading commitments to safe and sustainable food production.

Origin GreenOrigin Green is the unique programme designed to take the Irish food and drink industry on a collective journey of sustainability. Arguably the most ambitious of Bord Bia’s current undertakings, Origin Green had, by the end of 2014, some 389 manufacturers signed up as members. Of these, 80 companies, representing over 75% of exports, were fully verifi ed members – meaning their sustainability plans were independently reviewed and they are now actively, and measurably, making a difference across a range of sustainability measures. In the area of primary production, 2014 also saw signifi cant advances with the roll out of the Bord Bia Sustainable Dairy Assurance Scheme (SDAS), which brought the entire dairy industry under the remit of Origin Green. The initial auditing process for the country’s 18,000 dairy farms is being carried out over an 18-month period and by the end of the year 3,217 dairy farmers were certifi ed as members of SDAS and also members of Origin Green.

Throughout 2014, the message of Origin Green was shared on a global basis through a targeted and multi-faceted campaign. At the vanguard of this messaging were the 10 global Origin Green ambassadors who are utilising placements in international food companies to foster dialogue on sustainability. A partnership with the Guardian Sustainable Business website and the launch of the Origin Green sponsored Food Hub site, meanwhile, gained positive traction among business audiences internationally, with 40,000+ unique visitors per month. Video interviews, editorial content, infographics and gallery images are provided by Bord Bia as part of the partnership.

In 2014, the Government confi rmed Origin Green will be the leading theme for the Ireland Pavilion at EXPO Milan 2015 and Bord Bia has played a key role in the development of Ireland’s participation to

ensure it will be a motivating and resonating experience for the millions of visitors

expected over the course of the event.

389 IRISH FOOD & DRINK MANUFACTURERS ARE ON A JOURNEY TO SUSTAINABILITY389389389389389389

Strategic Priority 1:

Building Ireland’s Reputation




Quality AssuranceBord Bia’s quality assurance schemes (QAS) for beef, dairy, lamb, pork, poultry, egg and horticulture producers provide assurances to consumers both domestically and internationally that foodstuffs that carry the QAS mark are produced to ISO accredited standards by producers and processors. The standards are constantly reviewed and renewed, and regular audits take place to ensure production is in accordance with the standards. QAS has played an important role in the Origin Green programme since 2011, when carbon output measures were fi rst measured as part of Bord Bia’s Beef & Lamb Quality Assurance Scheme (BLQAS). Beginning in 2014, the implementation of the Sustainable Dairy Assurance Scheme (SDAS) effectively extends carbon emission monitoring to the dairy industry. The range of information being collected on beef and dairy farms now includes greenhouse gas emissions, water, biodiversity, energy effi ciency and socio economic factors. At the end of 2014, there were 47,170 beef and lamb farmers and 3,217 dairy farmer members of quality assurance.

Consumer research undertaken during 2014 indicated that 92% of Irish

consumers are aware of the Bord Bia Quality Mark with 77% saying that they

would be more likely to buy a food product having seen the Quality Mark on it.

Trade events and exhibitionsBord Bia invests considerable resources each year to ensure the food and drink industry is represented at key global trade events and exhibitions, with both a generalist and specialist focus. In 2014, the message of sustainability was prominent through the use of Origin Green branding on Bord Bia stands and exhibition areas. Highlights of the year included the biennial SIAL food trade show in Paris, which saw a 40% increase in Irish participation on the previous show in 2012. A record number of Irish seafood companies also participated at Seafood Expo Global, the world’s largest seafood trade fair, in Brussels. Other major events attended by Irish companies included SIAL China; TFWA and Sirha in France; Fruit Logistica and BioFach in Germany; Conxemar in Spain; the Speciality Fine Food Fair in the UK; PLMA in the Netherlands; WSWA in the US, and Gulfood in UAE.

Amenity horticulture Bord Bia supports Ireland’s €631 million amenity horticulture sector through a range of activities, the most high profi le of which is Bloom (see also ‘A Vibrant Home Market’). The quality of Ireland’s amenity horticulture outputs were also to the fore at the Amenity Horticulture Awards which recognise excellence across the industry and celebrate those who successfully achieved the standards set out by Bord Bia’s Quality Assurance Programmes.

Bord Bia supported the International Garden Congress which brought 230 delegates from 22 countries to Ireland during August. A gala dinner at the Mansion House in Dublin was attended by the President of Ireland, Michael D. Higgins.

Chefs’ Irish Beef Club The Chefs’ Irish Beef Club enjoyed another successful year during 2014, with a number of events hosted throughout the summer months both in Ireland and overseas. The coordination of events with incoming visits by European media saw the club gain broad coverage in European food and farming media outlets.

Inward visits from buyers and mediaInternational visits from both buyers and media form an important part of Bord Bia’s communications activities and a range of food-related events, both consumer and trade focused, create opportunities to showcase the industry’s credentials and secure valuable media coverage. Highlights of this programme over the course of a busy year included a farm visit by the First-ranked Secretary of the Central Secretariat of the Communist Party of China, Mr. Liu Yunshan, accompanied by some 40 guests, including three Chinese TV news channels; visits from a number of high profi le Chinese importers and distributors of seafood; and a fi ve-day itinerary designed for a leading Korean retailer.

Bord Bia, together with Meat Industry Ireland, hosted a visiting delegation from the US Meat Export Federation and US Grain Council during 2014, and there were visits from one of Ethiopia’s leading dairy importers and a delegation from Abu Dhabi Chamber of Commerce.

Masterchef Italia, meanwhile, fi lmed the fi nal episode of its series in Cork, while 10 journalists participated in a two-day seafood itinerary that focused on Irish organic seafood production.

38,469THERE WERE 38,469 QUALITY ASSURANCE AUDITS DURING 2014

90%OVER 90% OF ALL BEEF AND 70% OF ALL LAMB IS PRODUCED ON QUALITY ASSURED FARMS

850,00098 UNIQUE IRISH EXHIBITORS PARTICIPATED AT 17 OVERSEAS TRADE SHOWS ATTENDED BY 850,000 VISITORS


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Competitiveness is key to growth and Bord Bia takes an integrated and holistic approach to supporting the sector as it addresses a range of ongoing challenges.

The strategic focus on competitiveness recognises the role of leadership, innovation, lean manufacturing and capacity building, as well as the opportunities that exist in leveraging strengths and synergies between businesses.

Throughout 2014, the successful export performance of the Irish food, drink and horticulture industry provided the strongest evidence that its resolute commitment to competitiveness is delivering results.

Pathways for Growth Pathways for Growth is a fi ve-year multi-disciplinary programme launched in 2010 and designed to provide a roadmap for the development of an innovative, effi cient and growth-oriented food, drink and horticulture industry. Pathways has fi ve key workstreams, including Origin Green, co-opetition, innovation & NPD, education and entrepreneurship. In September, over 120 industry leaders participated in Bord Bia’s Pathways for Growth seminar, where Professor David Bell and Mary Shelman of Harvard Business School, authors of the original Pathways for Growth report, outlined their updated vision for the sector, which stressed the need for a continued focus on adding value.

EducationBord Bia’s multi-tiered education programme is designed to attract and retain a new generation of business talent in the food and drink industry. In January 2014, recruitment got underway to select 20 participants for the sixth Bord Bia Marketing Fellowship, while the 2013-2014 programme, which saw 20 Fellows placed in 12 markets around the globe, concluded later that year. Bord Bia’s education programme was broadened in 2013/14 to include the Origin Green Ambassadors Programme. Meanwhile, the Food Export Graduate Programme, run in conjunction with IBEC, continued to offer graduates placements with Irish companies targeting overseas growth. At a senior level, the Food Industry Strategic Growth (Alumni) programme was restructured in 2014 and ran over a more concentrated nine-month period for the fi rst time.

EntrepreneurshipFood Works is an innovative ‘hothousing’ programme designed to identify and nurture export-orientated entrepreneurs in the Irish food and drink industry, and is jointly run by Bord Bia, Enterprise Ireland and Teagasc. The conclusion of Food Works 2 in June 2014 saw the total number of start-ups that had participated in the programme rise to 43, with a number of successful product launches already in the marketplace as a result. Invitations for participants to Food Works 3 were extended in the latter half of 2014.

43 43 START-UPS IN THE FOOD WORKS 2 PROGRAMME434343434343


Enhancing Competitiveness




InnovationIn April, Bord Bia in partnership with Google Ireland launched the Digital Food Hub, an innovative training programme to help Irish food businesses maximise their online presence and sales. In all, 21 Irish food companies participated in the seven month programme, which included workshops, training modules and one-to-one mentoring delivered by Google digital experts.

Bord Bia’s Consumer Insight and Innovation team fosters consumer-led

innovation through a variety of offerings that include foresight4food, which focuses

on consumer insight and innovation, and Consumer Lifestyle Trends, which looks at the opportunities that emerge

as consumer priorities change.

Bord Bia’s ethnographic consumer research in China in 2014 investigated the consumer understanding of the infant formula category. This research later fed into the creative element of the Origin Green Dairy communications campaign in China.

Research conducted in conjunction with The Futures Company aimed to understand how the global seafood industry will evolve over the next decade. A debrief on the research was attended by 28 client companies at the end of the year.

Supports for smaller companiesThe Marketing Assistance Programme (MAP) enables smaller companies to access funding for important marketing and communications projects. Following a review of the impact of MAP in 2014, a dual support scheme was put in place. The MAP scheme will continue with a funding limit of three successive years for participants. The new Step Change Marketing Programme is aimed at food companies with a turnover of between €100,000 and €5 million. The scheme will award grants of up to €50,000 towards a signifi cant new activity or project which will involve a major step change for the company.

Co-opetition Co-opetition is strategic cooperation with peers in the food industry in areas such as procurement, market access and logistics. A notable achievement during 2014 was the agreement between the Irish and the UK potato industries to submit a joint bid to the EU to secure matching funding for a potato promotional campaign to commence during 2015. If successful, the proposed campaign will see expenditure over three years of €1 million in Ireland and €3.6 million in the UK.

68BORD BIA FACILITATED 68 DISCREET INSIGHT PROJECTS FOR IRISH FOOD AND DRINK COMPANIES


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Bord Bia focuses considerable resources on providing support to Irish food and drink companies as they seek to access, compete in and ultimately build long-term trading relations in export markets around the world.

Whether in the UK, continental EU or international markets, Bord Bia supports growth though market intelligence, networking opportunities and marketing campaigns.

Overseas offi cesFollowing the opening of its Dubai offi ce in 2014 Bord Bia’s international network of offi ces, reaching from New York to Shanghai, now numbers 11 in total and provides a range of supports across established and emerging markets. The work of the overseas offi ces in building networks and hosting buyer meetings and presentations is greatly assisted by the generous support of the President of Ireland, An Taoiseach and the Minister for Agriculture, Food and the Marine. Their participation in trade missions and other industry initiatives offers an exceptional resource as the country builds and maintains its profi le in key markets.

In April, the historic state visit to Britain by the President of Ireland included a farm visit in Oxford, which had been

nominated by Bord Bia and which provided an opportunity to communicate the Origin Green programme to media.

Later in the year, on the occasion of the President’s state visit to China, Bord Bia, in conjunction with Enterprise Ireland, hosted a business lunch in Shanghai where President Michael D. Higgins shared his thoughts on sustainability and the value of Origin Green. The Minister for Agriculture, Food and the Marine, Simon Coveney TD, also led a Bord Bia organised trade mission to China in 2014, which involved 33 of Ireland’s leading food companies.

Bord Bia’s overseas offi ces work closely with the Department of Foreign Affairs and Trade and the Department of Agriculture, Food and the Marine on an ongoing basis. Since 2013, their collective work has resulted in gaining market access in the US, Japan, Lebanon and Namibia (for beef); Hong Kong, Namibia and Lebanon (for sheepmeat); and Lebanon (for cooked meats). In early 2015, it was announced that market access to China had also been secured for Irish beef.

41 41 COMPANIES PARTICIPATED IN TRADE MISSIONS4141414141414141


Building Exports

1,0491,049 BUYER PRESENTATIONS DURING THE YEAR




Ploughing ChampionshipsBord Bia participated in the National Ploughing Championships in Ratheniska, Co. Laois with a marquee focused on the organisation’s promotional activities for Irish meat, livestock and dairy products. The Origin Green dome, meanwhile, provided an audio-visual introduction to Origin Green, as visitors enjoyed a new video featuring Saoirse Ronan and which provided an update on the development of Origin Green.

The National Ploughing Championships also saw the presentation of the Origin Green Beef Sustainability Awards. Organised in conjunction with the Irish Farmers Journal and Teagasc, the awards recognised the very best in sustainable beef production over four categories.

Marketplace USADuring September, 25 Irish food and drink exporters participated in over 200 pre-scheduled 30 minute business meetings with more than 40 leading US buyers in Boston. Bord Bia’s Origin Green Ambassador also gave one-to-one presentations to buyers on the sustainability programme.

Preparations for Marketplace 2015Marketplace International will take place in the Convention Centre Dublin in March 2015. In preparation for the event, a number of training workshops began in November, that included one-to-one meetings with staff from Bord Bia’s network of overseas offi ces.

25 25 IRISH FOOD AND DRINK EXPORTERS PARTICIPATED IN MARKETPLACE USA252525252525252525


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Bord Bia provides a broad range of marketing and quality assurance supports that help underpin the strong positioning of Irish food and drink products among domestic consumers. Throughout 2014, the focus was on highlighting the excellent quality and value proposition of these products.

BloomBloom 2014 was the eighth year of Ireland’s largest gardening and horticulture event and, over fi ve days of the June Bank Holiday, Dublin’s Phoenix Park became the centre of attention for the nation’s gardeners with 106,000 visitors attending.

Bloom 2014 showcased 30 show gardens and features including the Floral & Nursery Pavilion, the AOIFA Floral Art Stage and The Style Stage. The Irish Cheese Awards 2014, presented at Bloom, highlighted the very best from Ireland’s farmhouse cheese producers.

In all, some 300 media personnel attended and feedback from the event showed that

visitor satisfaction was 93%.

By the end of the year, Bloom’s online following consisted of over 30,000, amongst Facebook, Twitter and Club Bloom.

Corporate communicationsBord Bia’s Corporate Communications supports the organisation’s activities by securing national, regional and online media coverage for key events. The advertising value equivalent (AVE), which refl ects the value of editorial coverage in advertising costs, is a standard measure of the success of communications and PR initiatives. A sample of highlights in 2014 include print AVE in excess of €2.3 million for Bloom; print AVE of over €100,000 following the conclusion of Food Works 2; and print AVE of €35,000 following the launch of the Guide to Farmers’ Markets in Ireland.

Growing small businessesIn January, Bord Bia launched the Guide to Retail for Small Food Producers, a practical resource designed to assist small food businesses in winning and growing business in the Irish retail sector. The guide was launched at Bord Bia’s fourth annual Small Business Open Day.

Food Academy is a training programme launched in 2013 that supports and nurtures start-up food businesses, whereby Bord Bia, SuperValu and Local Enterprise Offi ces work together to provide food marketing knowledge to new and early-stage food business owners. Food Academy Advance, the second tier of the programme, was launched in November 2014.

The Cheese Academy, also launched in 2014, is designed to provide technical expertise to enhance operational capability, market insight and management know-how that will drive growth and scale among farmhouse cheese producers.


A vibrant home market

106.000DUBLIN’S PHOENIX PARK BECAME THE CENTRE OF ATTENTION FOR THE NATION’S GARDENERS WITH 106,000 VISITORS ATTENDING BLOOM




Food DudesHaving commenced in 2007, the last block in the national roll out of the Food Dudes Programme took place in 2014. Evaluations of Food Dudes shows a positive impact in terms of long-term and sustained increases in consumption of fresh produce by participants. A follow-on Food Dudes boost programme was piloted in schools from September 2014 and will inform the Food Dudes programme for 2015 and beyond.

Meanwhile, up to 800 national schools also participated in the Incredible Edibles programme in 2014. Twenty-fi ve schools representing all four provinces took up an invitation to visit Bloom as part of the programme.

Christmas tree promotionIn December, Bord Bia provided support to the Irish Christmas Tree Growers Association, ‘Love a Real Tree’ initiative, to encourage consumers to choose a real Christmas tree for the holiday celebrations.

TASTE CouncilThe fourth annual Taste Council Summer School took place in August with a focus on education. The event saw a presentation on the Taste Council’s Transition Year Food Module, which aims to introduce the Irish food and drink industry and particularly the artisan food sector to students. The Food Module has received recognition by the National Council of Curriculum Assessment (NCCA) and implementation is expected to begin in spring 2015.

Farmers markets and the organic sector In August 2014, Bord Bia launched a Guide to Food Markets in Ireland, developed to provide useful insights, guidance and inspiration to assist stall holders and market managers build and progress this route to market.

In October, the achievements of Irish organic food and drink companies were recognised at National Organic Awards

held in Bord Bia’s headquarters. Ireland’s fi rst kombucha brewery SynerChi was winner of both the Innovation and the Best Processed Product awards while the inaugural Lifetime Achievement Award was presented to Josef Finke.

800 800 NATIONAL SCHOOLS PARTICIPATED IN THE INCREDIBLE EDIBLES PROGRAMME IN 2014800800800800800


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ConclusionIn a year that was not without challenge, 2014 resulted in another commendable performance by Ireland’s food, drink and horticulture companies. The progress made can leave us in no doubt that the ambitious targets set out for the processing sector at the start of the decade in Food Harvest 2020 are achievable.

I hope that, through the Chief Executive’s Review, I have given some sense of the role Bord Bia plays in facilitating Irish food and drink companies as they pursue their individual paths to growth. The range of programmes and activities they participate in confirms the industry to be one that is continually challenging itself around the opportunities for growth.

The food industry is also one where growth self-evidently translates into employment and wellbeing in communities across the country. Bord Bia is proud to play its part in the story of renewal as communities emerge from the

challenges of the last number of years.

Having noted the tireless work of the Minister for Agriculture, Food and the Marine, Simon Coveney TD, in support of the industry, I should also add my congratulations to the Minister who also assumed responsibility for the defence portfolio during 2014. While this presented considerable additional responsibilities, his passion and commitment for the sector remains undimmed and we are grateful for his continued, unstinting support.

Warm appreciation must also go to the Chairman of Bord Bia Michael Carey and the members of the Board and the five subsidiary boards. Bord Bia, and indeed the entire industry, is richly served by the insight and expertise available to us through their involvement in our governance structures. My sincere thanks must also go to all my colleagues in Bord Bia who, whether at home or abroad, bring world-class expertise and insight to industry through the roles they play. The value of Bord Bia can be measured by the contribution of these individuals and I believe that they shape an organisation of the highest calibre.

Over the course of 2014, the Irish food, drink and horticulture industry showed an ongoing commitment to competitiveness, to quality and to innovation, recognising that the path of success requires all three. The broadening global presence of their outputs was a consequence of this and one of the strongest messages of the 2014 performance. No one would suggest that growth can continue without some challenges to it but, equally, no one could look at the industry’s performance in the decade to date without recognising a remarkable commitment to addressing challenges head on and to capitalising on opportunities as they emerge. In 2015, Bord Bia will work closely with the Irish food and drink industry as it continues to do what it does best, deliver the highest quality, sustainably produced food to markets around the world, while supporting economic renewal and prosperity at home.

Aidan Cotter

Chief Executive



Sector Review

Sector ReviewsMeat and Livestock 25

Food and Beverages 29

Small Business & Organic Sectors 31

Horticulture 34

Services 38

24


Beef

2013 2014(e) €m €m % +/-

2,248 2,270 +1

Increased supplies of beef in Ireland and across the EU combined with sluggish beef consumption across most markets resulted in a challenging year for the beef sector during 2014. As a consequence, beef prices declined across most European markets and although exports to non-EU destinations improved, stocks of beef remained relatively high towards the end of 2014.

Beef remains at a relatively high price point compared to pork and poultry across the price and value driven European market where consumers are less frequently buying into the beef category. At foodservice level, demand remains sluggish with consumers choosing cheaper and often lower meat-content options. While there has been some recovery in demand for processed meat products, meat manufacturers are focusing on local sourcing to build trust in the category, a trend that has been particularly apparent in France and the UK.

Production Exported % Exported

585,000t 530,000t 90%

Although beef consumption in the United Kingdom is estimated to have increased by just 4% during 2014, exports of Irish beef destined for the UK increased by around 9%, to an estimated 270,000 tonnes or just over 50% of total beef exports. However, in value terms trade was down by around 3% at just over €1 billion reflecting a competitive market situation for imported beef.

Exports to Continental European markets grew by 17% in volume to an estimated 247,000 tonnes for 2014 with higher exports recorded to most markets, particularly Italy, Scandinavia and Germany. Total trade was valued at around €1.15 billion, a rise of just 2%, again reflecting a competitive market for beef. Consumer demand remained subdued in many markets with Italian consumption reportedly 5% lower and French consumption down by 3%.

Exports of Irish beef to International markets were more than 10% higher in 2014 at around 9,000 tonnes while offal exports also increased in volume terms. The overall trade was valued at just over €100 million. Shipments to Russia were progressing strongly prior to the import suspensions imposed over the summer months while there was strong growth from markets such as Hong Kong, Switzerland and the Philippines.

Bord Bia’s Beef promotional programme in 2014 focused on building the premium positioning of Irish beef through a series of integrated consumer promotions across a number of key export markets, with particular emphasis on Britain, Germany, Holland and Italy.

In April 2014, additional funding of €0.5 million was allocated to support the promotion of beef to alleviate and mitigate the challenges facing the sector at that time. A programme of promotional activity included campaigns focused on the higher value retail markets of Germany and Holland, both of which offer strong prospects for growth in the medium term. The promotions through the summer and autumn periods in Germany and Holland have featured on over 1.4 million Irish Beef packs, throughout nine different retailers and over 6,000 stores. This included the participation of 3 of the top 5 retail groups in Germany and 5 of the top 10 in the Netherlands. A targeted campaign with individual key accounts with similar high value and volume potential in Britain, Spain and France also took place. Activities were phased between the summer months and the peak autumn cattle supply period in September to November.

Sheep

2013 2014 (e) 2014/2013 €m €m % +/-

216 218 +1

The value of Irish sheep exports, despite a marginal decline in volumes, increased by 1% to an estimated €218 million. A reduced presence of New Zealand lamb on the European market together with a weakening of the euro against sterling helped boost the relative competitiveness of Irish lamb in key

Sector Review:

Meat and Livestock



Sector Review

markets. Domestic consumption improved during 2014 and according to Kantar Worldpanel retail sales of lamb increased by approximately 7% to €103 million. For the year, total sheep meat consumption is estimated at 15,700 tonnes, equivalent to 3.5kg per capita.

Sheep supplies at Irish meat export plants were marginally back at 2.59 million head. Despite a negligible decline in throughput numbers overall sheep meat production is estimated to have increased 1% to 58,000t as a result of a 1% increase in average carcase weights.

The global sheep market continues to be polarised between the traditional markets of Europe where production is in decline and demand remains subdued. This compares to an accelerated growth in emerging economies where domestic supplies are unable to match demand. This has resulted in a significant increase in world sheep meat prices which benefited Ireland.

Exports: The UK and France, accounting for 60% of total export volumes, continue to be the core markets for Irish sheep meat. However, they continue to lose ground as their % value share has fallen from 63% to just below 55% in the last two years. Exports to France eased slightly to 18,000 tonnes and were valued at €90 million. Shipments to the United Kingdom stood at around 9,000 tonnes. Key growth markets are Germany, Belgium, Sweden, Denmark and Switzerland. While Switzerland commands pole position for the highest €/t price return, Denmark which has registered 21% volume growth in the last year earned a 60% premium above the average global export price. Exports to Belgium, estimated at €20 million in 2014 have grown three fold.

Promotions: Lamb promotions continued to focus on the core markets of Ireland and France as well as intensifying its reach within a number of growth markets in Northern Europe. Marketing campaigns in Ireland in press, television, digital and social media, promoted the message of choosing lamb with the Quality Mark emphasising the use of new season lamb in easily prepared and healthy meals.

In an initiative to encourage more consumers to cook lamb across six European countries Bord Bia together with Interbev (France) and Eblex (UK) secured funding under the EU Scheme for the promotion of farm products. This three year campaign will seek to increase consumer awareness of the importance of European lamb production and drive awareness of lamb as a versatile daily-use meat. Over the course of 2015-17, an annual investment of €1.6 million from Bord Bia, Interbev and Eblex will be matched by the EU for an integrated promotional campaign across Ireland, Belgium, Denmark, England, France and Germany.

Pigmeat A slight increase in EU production combined with a more challenging international market environment, following a ban on EU imports by Russia, led to a more challenging market environment for pigmeat in 2014. This was reflected in a reduction of 10% in EU pig prices. Irish prices were 4% lower with production increasing by around 6% to 254,000 tonnes. The price reduction and increased volumes led to a 3% increase in the value of pigmeat exports to €570 million.

2013 2014 (e) 2014/2013 €m €m % +/-

552 570 +3

The growth in Irish pigmeat exports to International markets evident over recent years was negatively impacted by the restrictions on supplying Russia for much of the year.

Irish pigmeat shipments to the United Kingdom performed well with volumes 5% higher at 87,000 tonnes. The value of this trade is estimated at €330 million, which is broadly similar to a year earlier.

Increased exports to Continental EU markets were a result of a strong increase

in shipments to Denmark, which more than offset lower exports to Germany and France. For the year, exports to the Continent are estimated to have

reached 41,000 tonnes or €95 million.

Meat and Livestock


26

Exports to International markets performed strongly despite the Russian restrictions. China remains our second, to the UK, most important market reflecting the increasing purchasing strength of that market.

As a result of the Russian restrictions product was redirected to different markets such as South Korea and the Philippines. The Australian market, which reopened for uncooked pigmeat product in March 2013, continues to show good potential. For the year exports of Irish pigmeat to markets outside of the EU are estimated to have grown by 10% to 70,000 tonnes or an estimated €140 million.

With 50% of Irish pigmeat production destined for the home market, promotional activity focused on maximizing 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) increased by 1% to 69% during 2014, the highest level since the retail audits started in 2008. A special promotion for ham and bacon, through the Ray Darcy radio show around St. Patrick’s Day, sought out the best ham sandwich idea for the chance to be crowned the Bord Bia ‘Hambassador’. This campaign was supported with TV, point of sale, PR and social media activities. There were two other bursts of ham and bacon promotional activity during the year during January and May with a dedicated pork promotion across national and local radio stations during November.

Retail sales of pigmeat on the Irish market showed mixed trends with the volume of

pork sales down 2% and volumes of bacon increasing by 6%. Rasher sales volumes were up by almost 9% with shoppers visiting the category more frequently.

PoultryStable consumer demand and some easing in feed prices helped the poultry sector as 2014 progressed. Poultry production across the EU is forecast to have increased by just under 2% in 2014 with most of this increase evident in broiler output. Imports into the EU were around 4% higher driven by stronger shipments from Brazil and Thailand. Exports increased by a similar amount driven by stronger trade to Africa and Asia. For 2014, the number of birds processed in Ireland fell by 2% to 76.2 million compared to 2013 levels. For the year it is estimated that the value of Irish poultry exports increased by 29% to reach €335 million, helped by stronger processed poultry exports.

2013 2014 (e) 2014/2013 €m €m % +/-

259 310 +20

The value of trade to the United Kingdom jumped by 30% in 2014, driven by increased shipments of processed poultry. For the year trade was valued at an estimated €250 million or some 81% of the total. Exports to other European markets, valued at €50 million, performed well in value terms led by France and the Netherlands. Trade to International markets eased in 2014 to €10 million with most product destined for Africa.

Retail sales of poultry increased by 10% to 41,600 tonnes with the volume purchased per buyer increasing.

Export meat plant pig supplies in Ireland are estimated to have increased by 5% in 2014 to reach 2.97 million head.



Sector Review

LivestockLive exports continue to provide a valuable market for different categories of stock. Although finished cattle prices at Irish meat plants fell by 10-12% on average throughout 2014, lighter store cattle and weanlings continued to achieve strong prices which were almost on par with the previous year. This performance was partly attributable to live export demand, as well as the good grazing conditions which benefited domestic beef producers.

Total live cattle exports for 2014 were 236,896, which was 13% higher than

the previous year. This represents a 50% recovery on the level of live exports recorded in 2012, when shipments

totalled just 160,000 head.

Shipments of all categories of stock increased. The number of calves exported recorded a rise of 12%, while exports of weanlings and stores were collectively 7% higher than 2013. Similarly, the number of adult or finished cattle exported increased by 24%.

With regard to the major calf markets, exports to the Netherlands increased by 21%, while exports to Belgium increased by 11%. Exports to Spain increased by 20%, mainly consisting of calves. There were also 5,000 head of calves exported to France. Meanwhile, weanling exports to Italy recovered by 15%. Exports to Northern Ireland were almost on par with 2013, at 55,000 head, although exports to Britain increased by 61%. There was an increase of 18% in exports to non-EU markets with higher shipments to Libya and Tunisia and with Morocco taking a number of consignments. The recent approval of additional

transport vessels increases Ireland’s capacity to supply potential markets in the Middle East and North Africa. The ideal preference in these countries is to import live cattle, rather than beef, which is seen to add more value within the economy, and can be slaughtered and processed in line with religious customs.

After April 2015, the ending of EU milk quotas is likely to result in higher numbers of male dairy calves available to export. Dairy farmers will no longer need to consider feeding surplus milk to calves in order to avoid super-levy fines. Domestic farmer buyers tend to prefer beef-cross calves, whereas the pure dairy males are more likely to go for export. Greater adoption of sexed semen technology in the future would allow more of these male dairy calves to be replaced with more valuable beef crosses.

Although live exports of sheep declined by 30% to 46,500 head, they still exceed the 5 year average of 43,300 head. The three continental markets of Belgium, France and Germany accounted for 70% of live exports whilst International markets, principally Singapore, accounted for almost 4%. Demand for sheep exports tends to peak in advance of the Eid al-Adha religious festival which took place in early October with two thirds of Ireland’s live exports occurring in the month preceding this important festival.

Meanwhile, exports of live pigs to Northern Ireland were 9.5% below 2013 levels, at 540,000 head. The overall value of livestock exports for the year remained

stable at around €245 million.

Meat and Livestock


28

Dairy Products & IngredientsThe dairy category is a broad category encompassing both primary dairy products, such as butter, cheese and milk powders, and value added dairy products and ingredients, such as infant formula, casein and chocolate crumb.

While the global dairy market commenced the year at strong levels, international commodity prices started to decline in spring and accelerated throughout the summer period. Strong milk production growth due to favourable weather conditions and good producer prices led to a strong increase in production in many of the world’s largest dairying regions.

Notwithstanding this, it is estimated that the value of Irish dairy and ingredient exports increased by around 6% to €3.1 billion.

The United Kingdom remains a key market for Irish dairy exports accounting for almost one third of the total. Exports to other EU markets were largely unchanged at around €840 million, accounting for 28% of total trade.

There was significant growth in the value of exports to International markets, growing by around 20% to account for 40% of total exports. Within International markets, Asia led the way with a 30% growth in exports to account for 17% of total dairy exports. Higher trade was recorded to Russia, despite the market closing in August while the Middle East, Africa and North America all reported increased trade. The strongest performing categories were cheese, infant formula, casein, SMP and milk proteins.

Prepared FoodsThe prepared foods category includes a wide range of primary products that have been further processed, such as ready-to-eat foods, main-meal centres, some added-value dairy products, snacks, confectionery and bakery products.

The export market for prepared food showed positive growth in 2014 led by dairy-based enriched powders although the sector continues to broaden its customer base through securing new markets and customers. Ongoing product development has also delivered greater product diversification.

The strongest performing categories during the year were dairy-based enriched powders, bakery, chocolate confectionery as well as meat-based ingredients and meals.

BakeryDuring 2014 bakery was one of the strongest performing export categories within prepared foods, recording a doubling in value compared with 2013 with a particularly good performance from sweet baked goods.

While the UK remains the most important export market for baked goods, growth has also been underpinned by a continuing increase in the number of international markets served by bakery companies and increased volumes of products being supplied to a global marketplace including Australia, North America and the Middle East.

Bord Bia research undertaken in 2014 highlighted a consumer desire for constant variety within the category to maintain interest and excitement by providing new consumption occasions.

Sector Review:

Food and Beverages



Sector Review

ConfectioneryChocolate exports from Ireland grew by over 10% last year driven by growth to new markets in Asia, Australia and the Middle East and by premium chocolate exports.

FrozenFollowing declines in the frozen food category during 2013, the category has remained relatively flat in Ireland although it has grown by 2% in the UK during 2014.

The Irish pizza sector has managed to maintain a strong position within the UK market despite it being a highly competitive market and recorded export growth in 2014. Some growth was also recorded to parts of Continental Europe and to a lesser extent the Middle East. Export of ice cream continues to show growth in 2014 with new markets showing most potential.

Grocery The grocery sector performed well in 2014 with value growth of 11% in the exports of sauces, soups, cereals and extracts; the value of sweet spreads exports grew by 4%.

Although the UK accounts for almost 40% of exports, companies are also successfully

exporting to new markets in the Middle East, Australia, South Korea and USA.

Key growth drivers continue to be product and variety developments especially those with a focus on healthy, low fat and low sugar options.

BeveragesDemand for premium alcoholic beverages helped maintain beverage sector exports in 2014 offsetting weaknesses in other categories. Strong geographic markets for growth included Asia, the Middle East, South America and Africa.

More particularly, the growth in Irish whiskey and further growth in ‘craft’ exports offset, somewhat, slower growth or decline in beer, cream liqueurs and cider although water performed strongly in the non-alcoholic beverages sub category.

Overall, beverages exports estimated at €1.15 billion recorded a decline of 1%.

SeafoodIrish seafood exports recorded an increase of 10% in 2014 to reach an estimated €527 million. Whilst total volumes exported were around 2% lower, there was a strong increase in unit prices of around 10% across the range of species boosting export values.

The main EU markets, namely France, Spain, UK, Italy and Germany continue to dominate seafood exports, accounting for in excess of 50% of export values. However, this compares to a 60% share in 2012 and demonstrates the on-going focus of the leading Irish seafood exporters to develop emerging markets.

Seafood exports to International markets grew by 20% to an estimated €195 million, now accounting for 37% of exports. The markets with the strongest growth were Cameroon, Korea, China and Hong Kong driven by a wide range of species.

Opportunities for the sector continue to be in value added salmon exports. The growing awareness of species such as oysters, brown crab and prawns are also important especially in markets such as China and Hong Kong.

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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 DayThemed ‘Understanding a Changing Marketplace’ some 160 small food and drink producers attended the Bord Bia Small Business Open Day on 29th January 2014. This annual event is designed to assist companies plan for the year ahead and was opened by Minister for Agriculture, Food & Marine Mr. Simon Coveney TD.

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:

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 website is divided into three areas; ‘starting your business’, ‘marketing your business’ and ‘insights for business’. Visitor numbers have remained at similar levels to 2013 at almost 47,000 visits.

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 2014, over eighty businesses participated in the Vantage Plus programme covering topics such as online

marketing, finance, making the most of PR and awards, distribution, and first

steps to export.

Aligned to Vantage Plus was the roll-out of Food Academy Start in 2014, reaching over 200 participants across almost the entire Local Enterprise Office (LEO) network. By year end, almost 100 participants had product trials in 150 participating SuperValu stores. In November 2014, Food Academy Advance began with thirty of the ‘graduate’ participants of Food Academy Start. This programme aims to take participants on a supplier development journey with SuperValu that will take businesses from local to regional and national supplier status.

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.

Sector Review:

Small Business & Organic Sectors



Sector Review

Trade FairsTrade 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 201461 Irish artisan food producers participated in the Artisan Food Market Village at Bloom.

The Village provides a showcase for the finest Irish artisan. Adjacent to the food market in the Bloom Inn where 14 craft whiskey, beer and cider producers who

showcased their products over the course of the Bloom festival. Alongside them,the Irish

Cheese Awards participants and winners demonstrated the strength and breadth of the

farmhouse cheese industry in Ireland.

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Food Markets2014 was the culmination of market research undertaken by Bord Bia the year before to assess the current dynamic of food markets in Ireland. This is against the back drop of Food Harvest 2020’s ambitions for food markets. In April 2014, Bord Bia launched a new ‘Guide to Food Markets in Ireland’. The purpose of the guide was to illustrate the sense of change and diversity in the food market model and to provide best-practice guidelines for stallholders and market managers.

Organic Food2014 saw the Irish organic market return to growth for the first time in several years. The total value of organic retail sales was €99.4 million, representing 2% growth and 1.4% of total food and drink retail sales in Ireland. The multiple retail channel accounts for 75% of all organic retail sales.

As part of the 2014 organic marketing plan, consumer research into understanding

of organics in Ireland was conducted by IPSOS MRBI on behalf of Bord Bia and

Organic Focus in April 2014. The aim of the qualitative and quantitative national study was to understand Irish consumer attitudes,

purchase decisions and consumption behaviour around organics as the country

emerges from five years of recession.

The main findings of the research are that the purchase behaviour of core organic shoppers (approximately 40% of total shoppers) has remained since the last consumer study in 2010 and the incidence of people who claim never to buy organic is going down. Other key learnings include the importance of consumer engagement for the organic sector at point of purchase via promotions, sampling or improved packaging that reinforces the organic value proposition.

The organic sector was represented at Bloom, via the expanded schools, and five organic producers were present in the artisan food market area.

In October, the National Organic Food Awards took place. The Awards were re-designed to have six categories – Best Fresh, Best Processed, Best New, Export Award, Innovation Award and the Direct Selling Award as well as a Lifetime Achievement Award.

In terms of export focus, eight companies exhibited on the Ireland stand at Biofach in Nuremburg Germany in February, five seafood, one meat and two prepared foods. The Ireland stand was opened by Minister of State, Mr. Tom Hayes TD.

Later in the year, a bespoke one-day market study visit to Dusseldorf for the organic sector took place with 13 participants. This followed the publication of a new market report (organic) for Germany in July which outlined the opportunities and routes to market for prospective Irish organic suppliers.



Sector Review

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 include nursery stock plants, cut foliage and Christmas trees.

MushroomsDuring the year production of mushrooms increased slightly to 64,000 tonnes and the farm gate value estimated at €121 million. Mushrooms are the main edible horticulture export mainly to the UK. Overall mushroom sales grew by 2%. Exports of mushrooms continued to France in small quantities. The Irish retail market for mushrooms had similar volume of sales in 2013 and 2014.

Protected Vegetable CropThe recent census of the protected salad/vegetable sector indicated a cropping area of 190 hectares with an output value estimated at €21 million. Tomatoes, peppers and lettuce are the main crops and most are destined for the Irish retail market. Irish tomato production has consolidated in recent years, but there have been some increases in the greenhouse area. There were good growing conditions during 2014 and consistent demand for salad ingredients throughout the summer. There were volume increases in the retail sales of cucumbers, tomatoes, peppers and lettuce. Of these, cucumbers recorded the biggest gain, with an 8% gain in sales.

Fruit CropsFruit, with a retail value of €549 million, is the largest fresh produce category with apples and strawberries the two main fruit crops produced in Ireland. Demand for Irish eating apples remains strong and there have been marginal increases in the area allocated to growing eating apples. The value of the retail market for Bramley apples declined while volume increased. The increasing interest in cider production, with several new artisan ciders being launched, has the potential to be a major boost to apple farm income.

The recent census of the soft fruit sector shows that there are over 330 hectares grown with output valued in excess of €30 million. The majority of soft fruit is now produced under protection (glass or polythene). 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 December. The retail value of strawberries was similar in 2014 to the previous year however supply and demand were evenly matched for Irish growers. Soft fruits such as raspberries, blueberries, gooseberries and red currants continue to show growth, although their rate of growth is slowing, apart from blueberries. Excluding strawberries, other berries account for nearly 50% of the value of soft fruit sales. There are now commercial volumes of Irish blueberries available for sale.

Field Vegetable CropsIn 2014 the fine weather provided good growing conditions for field vegetables resulting in higher yields of quality crops being produced. The total production area for field vegetables is estimated to be in excess of 4,000 hectares with annual output from the sector valued at €60 million.

Sector Review:

Horticulture


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The domestic retail market is the key market for vegetables with the total value of the fresh vegetable category valued at €505 million in 2014. The prepared fruit and vegetable category was valued at €84 million at retail level.

Potato CropDuring the 2014 growing season, a total of 353,000 tons of potatoes were produced over 9,122 hectares. The Rooster variety accounted for 60% of potatoes grown, while other main crop varieties included Kerrs Pink (8%), Queens (8%), Golden Wonder (2%) and Records (1%). The potato production area in the Republic of Ireland decreased by 12% when compared with the 2013 season and tonnage was back by 3%. Lower average prices in the 2013 season are likely to have contributed to this.

While the growing area was reduced in 2014, it was a good growing season with satisfactory yields achieved and this allied with a reduced demand on the domestic market resulted in a plentiful supply of product which impacted negatively on returns. The retail market is the key market outlet for potatoes which is valued at approximately €150 million per annum. Despite high penetration levels in the household purchase of potatoes, the overall trend in recent years has seen a steady decline in potato consumption with consumers switching to other competing carbohydrate products.

Amenity CropsThe 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. Bord Bia’s market research carried out on the gardening market in 2014 has indicated that the market has experienced a 22% rebound in sales over the last two years. This has been driven by increasing consumer confidence and the very good gardening weather in 2014. The gardening market was valued at €631 million in 2014 with 20% of the spending on outdoor plants and €118 million spent on professional landscaping services.

Exports of amenity horticulture crops were valued at €14.4 million in 2014 which is an increase of €0.65 million over 2013. The five main daffodil bulb & flower producers continued to expand export sales into the USA and Eastern European markets. The Irish Christmas Tree Growers Association estimate that in excess of 200,000 of the 600,000 trees harvested in Ireland were exported in 2014 with an estimated export value of €4.4 million.

In 2014 cut foliage sales rose to €3.5 million with increased production capacity in southern counties. Improved gardening weather and an improving consumer spend in Great Britain assisted with exports of hardy nursery stock (garden plants) and a number of Irish nurseries made inroads with non-traditional export plants such as larger pot-sized amenity and landscaping plant material.

Horticulture PromotionsA number of generic promotional activities were carried out in 2014 including National Strawberry Week, National Potato Day and the schools programme Incredible Edibles which saw 800 national schools participate and learn about the growing of fresh produce, its origin and its importance in a healthy balanced diet. National Potato Day brought a national spotlight on the potato for one day which included extensive promotional activity on line. The industry website potato.ie which is supported by Bord Bia was promoted in the communication around the day and contains detail on the potato, its nutritional characteristics with many potato recipes to choose from. In 2014, Bord Bia working closely with the Irish Potato Federation and the Irish Farmers Association, submitted an application to the EU to secure matching funds to promote potato consumption on the domestic market over the next three years. If successful the funds secured will be used to address the recent fall in potato consumption by presenting potatoes as a convenient healthy food product that can be used in many new and exciting ways.

Fresh produce was again promoted at Bloom 2014 through a major exhibit of fruit and vegetable crops and the best in season fresh produce market. The “Best in Season” website promotes crops in season



Sector Review

detailing their nutritional content and how they can be used in recipes. In 2014 the promotion of mushrooms continued under the “Just Add Mushrooms” campaign banner. This campaign is co-funded by producers and marketers of mushrooms in the UK and Ireland, and by funds from the EU. The campaign uses the appeal of working celebrities to broaden the base of mushroom consumers, and increase their frequency of purchase. The campaign has elements in both the UK and Ireland, and resulted in an increase in sales of 1,600 tonnes in the first year.

‘It’s Garden Time’, the gardening promotion banner included a gardening supplement in the Irish Independent in April, the support of two monthly gardening features in the Irish Garden magazine featuring quality-awarded garden centres, landscaping businesses and nurseries. A suite of promotional material was available to growers and retailers to download from the Bord Bia website.

Food DudesThe national roll out of the Food Dudes Healthy Eating Programme which commenced in 2007 was completed in 2014. A total of 3,100 national schools and over 475,000 school children participated in the programme. 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. 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 & Vegetable Scheme. Also in 2014 a successful Food Dude boost programme was piloted in a number of schools which contains all the key elements of the traditional programme. This will commence to roll out to a large number of schools during 2015.

Marketing, Innovation, Training and InformationDuring the year 42 horticulture businesses received assistance to a total of €0.19 million, 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

Bord Bia partnered with the Irish Potato Federation at the Fruit Logistica fresh

produce trade show in Berlin. 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 buyers for Irish fresh produce.

During May six apple farms across the country provided members of the public with the opportunity to walk thorough their apple farms during blossom time. This provided an opportunity for farms with shops to raise their profile and their brands.

Various events organised or sponsored by Bord Bia during the year included, the protected crops conference, the top fruit seminar, the David Robinson Memorial Lecture and the Young Horticulturalist of the Year competition.

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BloomVisitors to Bloom 2014 spent over €6.5 million on site as the show becomes an increasingly important outlet for small specialist nurseries and artisan food companies. Held in the Phoenix Park on the June bank holiday weekend the event attracted an attendance of 106,000 visitors over five days. New site improvements and additional features at the show resulted in high satisfaction ratings from both exhibitors and visitors. This year the show had the largest marquee built in Ireland which housed the floral and plant displays and a large retail area, a new sculpture garden, fifteen high end fashion shows on the main entertainment stage and the introduction of a new plant village. In 2014 An Post honoured Bloom with the launch of two commemorative stamps. The significant media coverage achieved across TV, radio, print and online resulted in post event sales of plants, gardening equipment and garden makeovers.

Amenity StrategyThe implementation of the recommendations in the Amenity Sector Strategy continued and activities included cooperation with agencies to further develop the cut foliage sector, the organisation of two successful national trolley fairs and the introduction of a new regional garden show support scheme. The amenity export development programme continued in 2014 and both daffodil bulb growers and nursery stock producers participated in mentoring and sales support, resulting in increased export sales to the UK and further afield.

Bord Bia assisted in the organisation of and supported the key amenity trade show

Garden Landscape Amenity Showcase (GLAS), which is focused on promoting and facilitating local plant sales. Bord

Bia was involved in the organisation and planning for the International Garden Centre Congress 2014 which saw 230 international delegates touring garden centres, nurseries

and gardens of note in Ireland during August, showcasing the Irish gardening

industry and locally grown plants to garden centre owners from all over the world.

Amenity Quality ProgrammesA total of 50 garden centres and 20 landscape contractors participated in the Bord Bia Amenity Quality Programmes during 2014. 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.



Sector Review

Quality and Environmental Assurance

Scheme Number of audits conducted during 2014

Beef & Lamb Quality Assurance Scheme 32,234

Sustainable Dairy Assurance Scheme 4,043

Poultry Products Producer Scheme 1,256

Horticulture Quality Assurance Schemes 288

Pigmeat Producer Scheme 287

Egg Producer Quality Assurance Scheme 242

Meat Processor Quality Assurance Scheme 109

Egg Packer Quality Assurance Scheme 10

There were 38,469 audits conducted across all the Quality Assurance Schemes during 2014.

Over 100 auditors and 16 reviewers are contracted to conduct audits and reviews respectively. All of the above schemes are accredited by the Irish National Accreditation Board (INAB) and auditing and reviewing is of a standard required by accreditation.

Membership of the BLQAS has grown by 40% over the past two years from 33,630 at the end of 2012 to 47,170 in 2104. It is now estimated that over 90% of all beef and 70% of all lamb is produced on quality assured farms with beef and lamb farm membership at 44,619 and 12,549 respectively.

2014 was the first year of operation of the Sustainable Dairy Assurance Scheme (SDAS) and by year end a total 4,043 audits were conducted with a total of

3,217 farms certified. The average score achieved at audit was over 95% indicating very high standards of food safety, animal welfare and environmental care on Irish dairy farms. Significant work took place to achieve this high participation rate with the panel of dairy auditors increased from 12 to 77 by year end and over 80 dairy advisors from the milk purchasers trained in the operation of the scheme and actively engaged in preparation of farms for audit and in assisting with close out of any non-compliances post audit.

Bord Bia attended a large number of farmer events during the year to inform farmers of the details of the scheme and the auditing process. Almost all farmers who have become members of the SDAS are also members of the BLQAS and receive a joint audit of both schemes.

The Egg Quality Assurance Scheme was revised in 2014 and the packer and producer components combined together with a module for rearers. Sustainability criteria were also incorporated in the revised standard which was submitted to INAB for accreditation by year end.

The Horticulture Ornamental Standard was accredited by INAB in December 2014. The standard for produce was revised and incorporates grower, packer and distributor modules within a renamed Sustainable Horticulture Quality Assurance Scheme. This will be finalised in early 2015 and submitted for accreditation.

Bord Bia has developed a Feed Quality Assurance Scheme for providers of feed to producer members of the beef, lamb, dairy, pig, poultry and egg quality assurance schemes. This scheme has four modules for compounders, traders/merchants and two at farm level. The scheme has been submitted to INAB for accreditation and will be introduced in 2015.

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As all schemes become due for revision relevant sustainability criteria will be included ensuring the verification of sustainable production at farm level.

Approval for use of the quality assurance logo on product labels continues to grow with over 5,000 labels approved on the quality assurance database. Over 1,800 labels were approved in 2014.

Strategic Information Services

Consumer InsightBord Bia’s Consumer Insight and Innovation team strives to drive business growth through unlocking consumer understanding. Acting in partnership with Irish food and drink businesses, a consumer-centric focus ensures that the consumer is at the heart of marketing and innovation strategies. It works across small, medium and large enterprises and offers tailored programmes for each.

The Consumer Insight team works with food and amenity horticultural companies to encourage taking a consumer-centric

perspective in generating and developing new product ideas or branding initiatives.

During 2014, 55 individual insight, branding and innovation projects were completed. Of these 14 were in overseas markets, while 41

were conducted in the domestic market.

Small food and drink companies operate in an exciting and fast changing environment and Ireland’s small business sector is growing steadily. The team also offers a ‘syndicated’ programme of research for businesses with turnover of less than €5 million. During 2014 the programme saw participation from 13 companies. Consumer research is shared by a group of small businesses and each business benefits from insight and marketing consultancy whilst also saving on resources.

During 2014 the Insights team championed the use of ethnography, specifically for the dairy sector, to help Irish exporters understand consumers in developing markets across Asia. Ethnographic studies have provided a rich source of insight, beyond conventional studies.

Bord Bía was awarded the Grand Prix and Qualitative Research Excellence

award by the Marketing Society in 2014 for ethnographic research undertaken on

the Infant Formula category in China. Further to this, Bord Bia was awarded with Innovation in Research Approach, for an

ethnographic project in China for Glanbia.

To stimulate ideas and creativity and to assist companies and entrepreneurs with first stage innovation generation, the Insights team organises Inspirations Expeditions. This initiative involves provocative market immersion visits that look into the local food culture and visible consumer trends. Visits to San Francisco, Shanghai & Beijing during 2014 were attended by 32 participants from 22 companies.

WorkbooksThe Branding and Innovation workbooks are being used by food and drink companies in ‘live’ projects. Branding and Innovation is central to successful and sustainable growth and the workbooks provide a structured approach that will improve their prospects for success. In 2014 the team worked closely with 13 small and medium size companies embedding best practice in branding and innovation.

Published ResearchA programme of original insight research continued throughout 2014 and was disseminated via insight sessions, client presentations and the Bord Bia website including:

• The Emerging Tide of Cultural Change – a deep dive that explores how consumers and Irish society have evolved over the past eight years, what the current landscape looks like and how Irish food and drink brands might exploit the opportunities presented. This study follows on from the Feeling the Pinch series to identify how consumers were turning a corner within a new cultural landscape.

• Snacking in IRL & the UK explored snacking patterns in the two markets so as to understand the snacking occasion and identify opportunities for Irish food and drink companies. The report defines the consumer definition of a snack, profiles consumers according to their snacking need state (rational and emotional) and understands their behaviour within the category.



Sector Review

• Understanding Millennials explored and measured behaviour and attitudes of millennials (22-30 year olds) and their relationship with food and drinks. Lifestyle, shopping & eating patterns and use of technology were some of the key areas touched upon in order to understand how Irish food and drink companies can market their products and brands to better connect with Millennials.

• The Future of Seafood, a foresight study, analysed macro-, meso- and micro-level trends infl uencing the future of the industry. A set of scenarios looking at the future of the global seafood industry were developed and these look at how some of the key uncertainties shaping the future of the industry might play out. The report highlights potential opportunities for the future and identifi es possible drivers of change so that companies can better prepare for what lies ahead.

• Shopper Missions 2014 sought to build a holistic understanding of deferred shopper missions in Ireland and determine the proportions and value of stock-up and top-up missions. Stock-up shopping is being spread across multiple stores and the traditional main shop is being eroded. Top-up shopping is also now so frequent and automatic that shoppers do not always recall the incidence, let alone what they purchased.

• 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 2014 the programme was updated ahead of a full revision in 2015.

Weekly NewsletterFoodAlert continues to be published on the Bord Bia website with subscribers emailed each week with headline issues. It offers a Bord Bia perspective on developments in the food business across the world along with price series on key commodities.

Inquiries TeamThe 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 1,700 external enquiries during 2014 with more than a further thousand enquiries made by colleagues working on projects during the year.

Brand ForumThe 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.

Now in its fi fteenth 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-in-class 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 – Creating Global Food EntrepreneursThe pilot Food Works Programme was launched in March 2012 as a collaborative initiative between Bord Bia, Enterprise Ireland, and Teagasc to strengthen the Food HPSU pipeline by fi nding and accelerating the development of new HPSU prospects. The pilot programme completed in June 2013 and a second Programme ran from July 2013 until June 2014. To date, 43 projects have participated in the various stages of both Programmes.

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INNOVATION

What is the consumer need?

What is technically

possible?

What is commercially viable in the marketplace?


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The collective aim of the Food Works Programme is to find and foster a new group of globally focused food entrepreneurs. An industry advisory board continues to proactively support the initiative including Ray Coyle, Mary-Ann O’Brien, Larry Murrin, Ronan MacNamee, Richard Cullen and Padraig McEneaney.

The Food Works Programme consists of a series of stages including recruitment, selection, the provision of detailed programme information and an application phase (Stages 1-3). Stages 4 and 5 are targeted to initially deliver a feasibility report and finally an investor ready business plan. Both Stages 4 and 5 include a mix of education modules, market study trip, 1:1 coaching and agency advice on developing the business from a technical, market and commercial perspective including consumer feedback and focus groups. Investment introductions can be made to the projects when appropriate.

Summary outcomes from the two programmes:To date, three Food Works projects have been approved equity HPSU investment by Enterprise Ireland and three have been approved for Competitive Start Fund investment. One has received investment from Udaras na Gaeltachta and several have received priming support from Local Enterprise Offices (LEO’s). A further two Food Works projects are in the pipeline for HPSU equity investment in 2015.

Food Works 3 Programme:Food Works 3 launched formally on 30th September 2014 and was quickly followed by a series of four information evenings in Athlone, Ashbourne, Cork and Dublin. Over 240 people attended these information evenings where the three agencies provided insight into the programme. Two previous participants outlined their experience of the Food Works journey at each event which was very informative for those wishing to apply for FW3.

125 applications were received by the deadline in late November 2014 and a selection panel selected 39 projects for interview. Selection was based on the four criteria outlined on the application form: Promoter and Team Experience, Market opportunity, Innovation and potential to globally commercialise. Interviews took place in early December and the panel included a representative from each agency as well as an independent representative from the Dublin Business Innovation Centre. Eighteen projects were selected to participate on the FW 3 Programme which is scheduled to run from January to December 2015.

Marketing Services

Trade FairsUnder the Origin Green programme Bord Bia Marketing Events team organised Ireland’s participation at 17 international trade shows in 2014, the combined audience of which was in the region of 725,000 buyers/visitors. With the aim of expanding export reach these included major flagship shows such as ESE and SIAL as well as sector specific trade fairs such as ISM in Cologne (confectionery), Biofach in Nuremberg (organic), Fruit Logistica Berlin (horticulture), Tavola Belgium (meat), PLMA Amsterdam (private label), Speciality & Fine Food Fair London (artisan products), Conxemar in Spain & Chinese Fisheries & Seafood Expo in Qingdao (seafood), CIMIE (meat), TFWA in France (travel retail). Exhibitions focusing on a particular region include Prodexpo in Moscow, Gulfood in Dubai, SIAL China in Shanghai.

Marketing Events managed the logistics of the Trade Mission to China, led by Minister for Agriculture, Food and the Marine, Mr Simon Coveney TD which was attended by 96 delegates including representatives from 34 Irish food & drink companies, media, stakeholders, semi state agencies and professional bodies. The delegation visited a number of China’s largest cities including Beijing, Shanghai, Hangzhou and Qingdao amongst others. The mission included multiple itineraries for the dairy, seafood, pigmeat, beef & sheepmeat and consumer food sectors. Bord Bia organised a dairy seminar in Beijing, highlighting Ireland’s sustainable dairy industry, and to demonstrate Ireland’s commitment to the Chinese dairy market. The audience included first and second tier Chinese dairy manufacturers and Chinese government officials.

Some 32 conferences, seminars and events were also organised. Key events included Bloom 2014, Pathways Leadership Summit, National Ploughing Championships, National Organic Awards, Poultry & Egg Conference, Food Service Conference and the Brand Forum Programme including Industry Annual Dinner.

SponsorshipsDuring 2014, Bord Bia sponsored the fifth series of Neven Maguire’s Home Chef on RTE 1 aimed at increasing consumer understanding of the Quality Mark and increasing loyalty to it. This series featured Neven Maguire and other chefs using quality assured ingredients in their kitchens over thirteen episodes. The 2014 series attracted 250,000 viewers on average per episode with the majority agreeing that the programme encouraged them to buy more food with the Quality Mark.



Sector Review

Award sponsorships in 2014 included the food, beverage and seafood categories

of the Small Firms Association, the Start-Up Awards and the Irish Exporter Awards. Other sponsorships included the Supreme Champion category and the Best Artisan Producer category

at the Blás na hEireann awards.

A number of agri food related events and conferences 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. These included the Radio Days Europe event held in Dublin, the European Youth Parliament gathering in Cork, the Food Summit at the Web Summit held in the RDS Dublin, as well as the Ballymaloe Literary Festival of Food and Wine.

Marketing FinanceBord Bia’s Marketing Assistance Programme (MAP) provides small and medium-sized enterprises with assistance towards improving their marketing techniques and capabilities. In 2014, 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 €3.5 million. During 2014, 196 MAP applications were received and 186 approved. Grants totalling €819,357 were paid to 159 companies during the year.

Home MarketThe Quality Mark marketing programme is part of the strategic priority for a ‘vibrant home market’. In 2014 the aim was to increase understanding and purchasing of food with the 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 36 weeks of TV advertising, sponsorship of the RTE1 ‘Home Chef’ programme and a range of integrated PR and digital activities.

A nationally representative survey of adults indicates that 92% of Irish consumers are aware of the Quality Mark up from 60% in 2004. It is also regarded by consumers as the dominant source of assurance on food quality and food safety in the domestic market. 77% say that they would be more likely to buy a food product having seen the Quality Mark on it – up from 54% in 2006. In addition, a further 70% say they would be willing to pay 10% more for quality assured products.

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 2014, 67% 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 an increased level of traffic and engagement levels on the Bord Bia website for information on the Quality Mark and recipes.

TASTE CouncilThe TASTE Council is an independent voluntary body representing the artisan and speciality sector for which Bord Bia provides a secretariat role.

Around two hundred artisan producers, chefs, representative from the education sector and support agencies attended the fourth Annual Taste Council Summer School at Brooklodge Hotel in Co. Wicklow. Topics included connecting the artisan producer and chef through the education system and next steps in rolling out the Food Module for transition year students in secondary schools.

Services


42

The Food Module developed by the Taste Council in association with Bord Bia has been developed and received recognition by the National Council of Curriculum Assessment (NCCA). The aim of the Module is to introduce the Irish food and drink industry and particularly the artisan food sector to students. Following a pilot phase in seven schools, the Module is now available to teachers of transition year students in schools nationwide through the NCCA website and the Taste Council website. Over ninety schools have expressed interest in implementing the Module. There is also strong support from producers and chefs to work with schools in their particular counties in implementing the Food Module.

Another highlight of the TASTE Council’s work was making a submission to the FSAI Artisan Forum on a voluntary code for the proper use of artisan terms on food packaging.

MarketsBord Bia’s global footprint extends to 11 overseas locations. 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:

• Undertake increased buyer contact activity.

• Supply marketplace services to equip companies to secure new business.

• Acquire, assimilate and convey relevant market information to client companies.

• Represent the Irish food industry in developing relationships with opinion formers along with key trade and consumer media.

In addition to the implementation of programmes and projects, Bord Bia’s markets personnel in 2014:

• Undertook 1,049 buyer meetings and presentations.

• Responded directly to 1,027 individual buyer requests for detailed information on the Irish food and drink industry, particularly suitable suppliers.

• Conducted 1,287 business planning meetings with Irish client companies.

• Responded to 1,901 market information requests from Irish client companies.

• Delivered bespoke business development projects with more than 80 client companies per month.

• Represented the industry in 60 market-access meetings with veterinary and regulatory authorities in Asia, Russia and the Middle East.

• Achieved positive coverage for Irish food and drink in over 550 consumer and trade titles, along with numerous on-line mentions.

A Collaborative ApproachBord 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.



GovernanceCorporate Statement 45

Statement on Internal Financial Control 48

Organisation Structure 49

Staff Structure 50

Bord Bia Board 51

Bord Bia – Consumer Foods Board 52

Bord Bia – Dairy Board 52

Bord Bia – Horticulture Board 52

Bord Bia – Meat and Livestock Board 53

Bord Bia – Quality Assurance Board 53

44


Corporate Governance

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.

GovernanceThe 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 non-commercial 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 OfficeThe 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 Act 2014. The Freedom of Information Act establishes 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.

EqualityBord Bia is committed to ensuring equality of opportunity and that no staff member or applicant for employment receives less favourable treatment than any other on grounds of gender, marital status, family status, sexual orientation, religion, age, disability or race. 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 WorkBord 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.

Service CharterBord Bia’s Service Charter sets out its commitment to the Principles 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 ConservationBord 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:

2014

mWh of electricity 235

(Base year 2009: 379 mWh)

Actions undertaken in 2014During the year, work continued to identify and replace older and inefficient heating units as well as the installation of further passive infra-red occupancy light control switches where appropriate as well as the installation of low voltage light fittings in a number of areas.

Actions planned for 2015Bord Bia will continue to monitor energy usage including monitoring energy usage throughout the day to examine cost effective initiatives to further improve our energy performance.

Corporate Statement



Prompt PaymentsIn accordance with the provisions of the Prompt Payment of Accounts Act 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 2014 over 99% of payments were made within 15 days.

Official Languages Act 2003Bord 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 StructuresBord 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 to provide the necessary governance for funding 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 IndependenceAll 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.

Composition of the BoardDetails of members of the Board of Bord Bia are set out on page 51.

The Roles of the Chairman and the Chief ExecutiveThe 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 Members and Meeting AttendanceThere were seven Board meetings held during 2014 and the details of each member’s attendance, is set out below.

Board Member Board Meetings Attended

G. Brown 4 out of 5

M. Byrne 7 out of 7

M. Carey 7 out of 7

J. Comer 7 out of 7

M. Cronin 5 out of 5

E. Downey 4 out of 7

F. Hayes 5 out of 7

R. Holland 4 out of 5

J. Horgan 7 out of 7

C. Keeling 4 out of 7

J. Kingston 5 out of 5

F. O’Gara 5 out of 7

B. Sweeney 5 out of 5

Board CommitteesThe Board Audit Committee, which comprises two members of the Board and one external member with a financial background, met on four occasions during 2014. 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.

Corporate Statement


46

The Remuneration and Pensions Committee, which comprises three members of the Board, met on one occasion during 2014. 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 two members of the Board, met on three occasions during 2014. 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.”

In preparing these financial statements the Board is required to:

1. Select suitable accounting policies and then apply them consistently.

2. Make judgements and estimates that are reasonable and prudent.

3. Prepare the financial statements on the going concern basis unless it is inappropriate to presume that the Board will continue in operation.

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.

Michael Carey Aidan CotterChairman Chief Executive



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 Board has taken steps to ensure an appropriate control environment is in place by:

• Clearly defining management responsibilities and powers

• Establishing formal procedures for monitoring the activities and safeguarding the assets of the organisation

• Developing 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

• Assessing the likelihood of identified risks occurring

• Working 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

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:

• A comprehensive budgeting system with an annual budget which is reviewed and agreed by the Board

• Regular reviews by the Board of periodic and annual financial reports which indicate financial performance against forecasts

• Setting 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, 2014 the Board conducted a review of the effectiveness of the system of internal financial control.

On behalf of the Board

Michael CareyChairman

Statement on Internal Financial Control


48

Organisation Structure

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 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 BoardChairman

Meat & Livestock Board Chairman

Consumer Foods Board Chairman

Dairy Board Chairman

Chief Executive

MarketsEuropean

& International

Marketing Services

Food & Beverages

Information Consumer Insight

Meat & Livestock

Corporate Services & Finance

Horticulture

Corporate Communications

Quality Sustainability

Human Resources

Horticulture Board Chairman

Quality Assurance Board Chairman

Our Business Governance Finance


49

Staff Structure

Human Resource activities within Bord Bia support management and staff to meet the challenges of the marketplace through:

• Establishing appropriate management structures and performance management systems to deliver the strategic aims of the organisation

• Delivery of leadership, high performance team and competency development programmes

• Regular communication, motivational and engagement initiatives.

The organisational culture is driven by continual prioritisation and innovation, ensuring relevance to the marketplace, clients and the consumer, maximisation of outputs, and the delivery of efficiencies through the optimal use of resources and systems. There is a large focus on continually ensuring clarity around the linkage between strategy and role contribution. Being an open, authentic and agile organisation ensures our people can adapt to change and are responsive to the fast changing environment in which we live today.

Chief Executive Aidan Cotter

Markets Michael Murphy

International Markets Position Vacant

Quality and Environmental Assurance

Michael Maloney

Marketing Services Una Fitzgibbon

Meat & Livestock Jim O’Toole

Food and Beverages Tara McCarthy

Horticulture/Food Dudes Mike Neary

Strategic Information Services Julian Smith

Corporate Communications Rosaleen O’Shaughnessy

Human Resources Susan Doyle

Corporate Services Frank Lynch

Finance John O’Grady

Overseas Offices

Amsterdam Margaret McCarthy

Dubai Michael Hussey

Dusseldorf Donal Denvir

London Michelle Butler

Madrid Cecilia Ruiz

Milan Position Vacant

Moscow Alla Barinova

New York Karen Coyle

Paris Noreen Lanigan

Shanghai James O’Donnell

Stockholm Nicolas Ranninger


50

Bord Bia Board

CHAIRMANMr Michael CareyThe Company of Food

MEMBERSMs Marian ByrnePrincipal Officer, Department of Agriculture, Food and the Marine

Mr John ComerPresident, Irish Creamery Milk Suppliers’ Association

Mr Eddie DowneyPresident, Irish Farmers’ Association

Mr Frank HayesDirector Corporate Services, Kerry Group Plc.

Mr John HorganManaging Director, Kepak Group

Ms Caroline KeelingChief Executive, Keelings Fruit Growers/Importers

Prof Fergal O’GaraDepartment of Microbiology, University College Cork

Chief ExecutiveAidan Cotter

Secretary/DirectorFrank Lynch

Changes during 2014

Appointed 30th January Mr Eddie DowneyProf. Fergal O’Gara (re-appointed)

Re-appointed 18th September:Mr Michael Carey

Terms of office expired 6th October:Mr Gary Brown,Executive Chairman, Target McConnells

Mr Michael CroninFormer Chairman, The Irish Dairy Board

Ms Rhona HollandMarketing Director Global Intelligence, PepsiCo

Mr John KingstonBeef & Dairy Farmer

Mr Brody SweeneyFood Entrepreneur

Changes during 2015

Term of office expired 23rd March:Mr Eddie Downey (re-appointed 25th March)

Term of office expired 27th March:Ms Marian Byrne (re-appointed 28th March)



51

Bord Bia – Consumer Foods Board

Bord Bia – Dairy Board

Bord Bia – Horticulture Board

CHAIRMANVacant

MEMBERSMs Triona ByrneFinance Director, Aran Candy Ltd.

Mr Vincent CartonChief Executive, Carton Group

Mr Pat ConnorsSales & Processing Director, Marine Harvest

Mr Bernard CoyleChairman, Mr Crumb

Mr Mike DoyleManaging Director – Meat & Savoury Provisions Kerry Foods

Mr Colin GordonChief Executive, Glanbia Consumer Foods

Mr Larry MurrinManaging Director, Dawn Farm Foods

Mr John NoonanSales & Marketing Director, E. Flahavan & Sons

Mr Joe O’FlynnSenior Partner, Agrifood Business Partners

Mr Eddie PowerManaging Director, Green Isle Foods

Mr Pat RigneyManaging Director, Fastnet Brands Co. Ltd

Changes during 2014

Appointed 13th May:Mr Pat Rigney

Term expired 14th June:Mr Mike Doyle (re-appointed 8th September)

Term expired 6th October:Ms Rhona Holland(Chairman)

Appointed 2nd December:Mr Vincent Carton

CHAIRMAN Mr Michael CareyThe Company of Food

MEMBERS Mr Noel CorcoranSales & Marketing Director, Carbery Food Ingredients

Ms Catherine LascurettesNational Dairy & Liquid Milk Executive Secretary, Irish Farmers’ Association

Mr James LynchVice Chairman, Dairygold Co-operative Society

Mr Pat McCormackDeputy President, Irish Creamery Milk Suppliers Association

Mr Fergal McGarryGlobal Director Consumer Foods, The Irish Dairy Board

Mr Sean MolloyDirector of Strategy & Supplier Relations, Glanbia

Mr Padraig SayersVice President, Ingredients & Flavours, Kerry Group plc

Dr Pat ShielsGeneral Manager, Agri Division, Lakeland Dairies

Mr Padraig YoungChairman, Lakeland Dairies

Changes during 2014

Appointed 8th September:Mr Noel Corcoran

CHAIRMANMs Caroline KeelingChief Executive, Keelings Fruit Growers/Importers

MEMBERSMr Paddy CallaghanChairman, Nature’s Best Ltd.

Mr Thomas CarpenterChairman, Potato Committee, Irish Farmers’ Association

Ms Rachel DoyleDirector, Arboretum Garden Centre

Mr Matt FoleyKilbush Nurseries

Mr John HoganDunsany Landscapes Ltd.

Ms Karen KerriganKerrigan’s Mushrooms

Ms Jane McCorkellLandscape Architect & Horticultural Consultant

Mr Philip MoreauGlenbrook Nurseries

Mr Ciaran O’BrienPeter O’Brien Landscapes

Changes during 2014

Resigned 10th FebruaryMs Caroline Keeling,Chief Executive, Keelings Fruit Growers/Importers

Appointed 5th May:Ms Caroline Keeling(Chairman)

Term expired 27th September:Ms Rachel Doyle (re-appointed 2nd December)

Term expired 11th December:Mr Brian O’Reilly,National Chairman, IFA Horticulture Committee


52

Bord Bia – Meat and Livestock Board

Bord Bia – Quality Assurance Board

CHAIRMANVacant

MEMBERSMr Henry BurnsChairman, National Livestock Committee, Irish Farmers’ Association

Mr Paddy GernonLivestock Exporter

Mr Michael GuinanIrish Creamery Milk Suppliers’ Association

Mr Jim HanleyChief Executive, Rosderra Irish Meats

Mr John LynskeyChairman, National Sheep Committee, Irish Farmers’ Association

Mr Brendan MallonAssociated Craft Butchers of Ireland

Mr Pat O’FlahertyChairman, National Pigs & Pigmeat Committee, Irish Farmers’ Association

Mr Nigel RenaghanChairman, National Poultry Committee, Irish Farmers’ Association.

Changes during 2014

Resigned 5th February:Mr Alo MohanFormer Chairman, National Poultry Committee, Irish Farmers’ Association

Mr James MurphyFormer Chairman, National Sheep Committee, Irish Farmers’ Association

Appointed 27th February:Mr John LynskeyMr Nigel RenaghanTerms expired 2nd October – re-appointed 10th October

Term expired 2nd October:Mr Brendan Mallon (re-appointed)

Term expired 2nd December:Mr Pat O’Flaherty (re-appointed)

Terms expired 11th December:Mr Finbarr McDonnellManaging Director, ABP

Mr Paddy WalshDawn Meats

Changes during 2015

Re-appointed 25th March:Mr Finbarr McDonnellMr Paddy Walsh

CHAIRMANVacant

MEMBERSMr Ray BoweFood Safety & Quality Manager, Musgrave Retail Partners

Mr Henry BurnsChairman, National Livestock Committee, Irish Farmers’ Association

Mr Denis CarrollIrish Creamery Milk Suppliers’ Association

Mr John CunninghamEx-Dairygold Food Products

Mr Colm HayesMeat & Meat Policy Division, Department of Agriculture, Food & the Marine

Mr Dermott JewellPolicy and Council Advisor, Consumers’ Association of Ireland

Mr John MohanChairman, The Egg Association

Mr Paul NolanGroup Development Manager, Dawn Group

Mr Liam O’FlahertyDairygold Co-operative Society

Ms Joyce RocheDirector & Technical Manager, Codd Mushrooms

Dr Declan TroyHead of Centre, National Food Centre, Teagasc

Changes during 2014

Resigned 17th February:Mr Michael DoranIrish 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

Resigned 3rd April:Mr Eamon O’Sullivan.Former Head of Supply Chain, Dairygold Co-operative Society.

Appointed 28th May:Mr Liam O’FlahertyMs Joyce Roche

Term expired 29th May:Mr Brendan Gleeson,Department of Agriculture, Food & the Marine

Term expired 27th September:Dr Declan Troy (re-appointed 2nd December)

Appointed 8th September:Mr Colm Hayes

Term expired 6th October:Mr Michael Cronin(Chairman)



53

FinanceReport of the Comptroller and Auditor General 55

Statement of Accounting Policies 56

Income and Expenditure Account 58

Statement of Total Recognised Gains and Losses 59

Balance Sheet 60

Cash Flow Statement 61

Notes forming part of the Financial Statements 62

Marketing Finance Grant Payments 2014 68

54


Report of the Comptroller and Auditor General

An Bord Bia I have audited the financial statements of An Bord Bia for the year ended 31 December 2014 under the An Bord Bia Act 1994. The financial statements, which have been prepared under the accounting policies set out therein, comprise the statement of accounting policies, the income and expenditure account, the statement of total recognised gains and losses, the balance sheet, the cash flow statement and the related notes.The financial statements have been prepared in the form prescribed under Section 21 of the Act, and generally accepted accounting practice in Ireland.

Responsibilities of An Bord Bia An Bord Bia is responsible for the preparation of the financial statements, for ensuring that they give a true and fair view of the state of the An Bord Bia’s affairs and of its income and expenditure, and for ensuring the regularity of transactions.

Responsibilities of the Comptroller and Auditor General My responsibility is to audit the financial statements and report on them in accordance with applicable law.

My audit is conducted by reference to the special considerations which attach to State bodies in relation to their management and operation.

My audit is carried out in accordance with the international Standards on Auditing (UK and Ireland) and in compliance with the Auditing Practices Board’s Ethical Standards for Auditors.

Scope of audit of the financial statements An Audit involves obtaining evidence about the amounts and disclosures in the financial statements, sufficient to give reasonable assurance that the financial statements are free from material misstatement, whether caused by fraud or error. This includes an assessment of

• whether the accounting policies are appropriate to An Bord Bia’s circumstances, and have been consistently applied and adequately disclosed

• the reasonableness of significant accounting estimates made in the preparation of the financial statements, and

• the overall presentation of the financial statements.

I also seek to obtain evidence about the regularity of financial transactions in the course of audit.

In addition, I read An Bord Bia’s annual report to identify material inconsistencies with the audited financial statements. If I become aware of any apparent material misstatements or inconsistencies, I consider the implications for my report. Opinion on the financial statements In my opinion, the financial statements, which have been properly prepared in accordance with generally accepted accounting practice in Ireland, give a true and fair view of the state of An Bord Bia’s affairs at 31 December 2014 and of its income and expenditure for 2014. In my opinion, proper books of account have been kept by An Bord Bia. The financial statements are in agreement with the books of account. Matters on which I report by exception I report by exception if

• I have not received all the information and explanations I required for my audit, or

• my audit noted any material instance where money has not been applied for the purposes intended or where the transactions did not conform to the authorities governing them, or

• the information given in An Bord Bia’s annual report is not consistent with the related financial statements, or

• the statement on internal financial control does not reflect An Bord Bia’s compliance with the Code of Practice for the Governance of State Bodies, or

• I find there are other material matters relating to the manner in which public business has been conducted.

I have nothing to report in regard to those matters upon which reporting is by exception. Seamus Mc Carthy Comptroller and Auditor General 11 June 2015

Comptroller and Auditor General

Report for presentation to the Houses of the Oireachtas



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-in-Aid 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.

(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 10%

Furniture & fittings 12½%

Office equipment 20%

Computer equipment 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 Public Expenditure and Reform. 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.


56

(g) Leased Assets: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.

Rentals in respect of operating leases are charged to the Income and Expenditure Account as incurred.

(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: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.

(k) Foreign currencies: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 translations and on settlement of amounts receivable and payable in foreign currency are dealt with in the Income and Expenditure Account.

(l) Taxation:Provision has been made in respect of all VAT liabilities and the PRSI contributions of Irish persons attached to overseas offices.

(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.



Income and Expenditure Account year ended 31 December

2014 2013

INCOME Notes €’000 €’000

Oireachtas Grant-in-Aid 1a 27,282 27,734

Oireachtas - Other Funding:

Food Dude National Roll Out 1b 1,926 2,739

Quality Assurance Schemes: Special Funding 1c 5,215 4,401

Food Promotions Special Funding 1d 616 655

Statutory Levy 1e 5,715 5,176

Project and Other Income 1f 6,472 5,388

Net deferred funding for pensions 14b 3,013 3,292

50,239 49,385

Transfer from Capital Account 2 4 49

Total Income 50,243 49,434

EXPENDITURE

Marketing and Promotional Expenditure 3 28,047 25,772

Food Dude National Roll Out 1b 1,926 2,739

Quality Assurance Schemes 1c 5,215 4,401

Marketing Finance 4 819 851

Pay 5 11,088 11,556

Operating Expenditure 6 2,392 2,761

Total Expenditure 49,487 48,080

Operating Surplus for Year 756 1,354

Less: Pension Related Contribution to Exchequer 14a (718) (768)

Surplus/(Deficit) for Year after Exchequer Pension Contribution 38 586

Balance at 1 January 596 10

Balance at 31 December 634 596

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.



58

Statement of Total Recognised Gains and Losses year ended 31 December

2014 2013

Notes €’000 €’000

Surplus for Year after Exchequer Pension Contribution 38 586

Actuarial (Loss)/Gain on Pension Scheme Liabilities 14a (8,854) 4,261

Adjustment to Deferred Pension Funding 14a 8,854 (4,261)

Total Recognised Gains for the Year 38 586





Balance Sheet year ended 31 December

2014 2013

ASSETS EMPLOYED Notes €’000 €’000

Fixed Assets

Tangible Assets 7 148 152

Current Assets

Stocks 3 3

Debtors 8 2,562 1,980

Cash at bank and in hand 6,314 5,225

8,879 7,208

Creditors

(amounts falling due within one year) 9 7,617 6,016

Net Current Assets 1,262 1,192

Creditors (amounts falling due after more than one year)

Provision for Liabilities and Charges 11 628 596

Net Current Assets less Liabilities 634 596

Total Assets less Liabilities before Pensions 782 748

Deferred Pension Funding 14b 52,053 40,846

Pension Liabilities 14b (52,053) (40,846)

Total Assets less Current Liabilities 782 748

FINANCED BY

Capital and reserves

Capital account 2 148 152

Income and expenditure account 634 596

782 748




60

Cash Flow Statement year ended 31 December

RECONCILIATION OF SURPLUS/(DEFICIT) TO NET CASH 2014 2013

INFLOW FROM OPERATING ACTIVITIES €’000 €’000

Surplus for year 38 586

Net Interest receivable (13) (26)

Depreciation 84 142

Capital account transfer (4) (49)

Loss on disposal of tangible fixed assets - 7

Increase/(Decrease) in debtors (581) 239

Increase in trade creditors 1,323 158

(Decrease) in taxation and PRSI (15) (1)

Increase/(Decrease) in accruals & deferred income 292 (1,332)

Increase/(Decrease) in provision for liability and charges 32 (18)

Net cash inflow/(outflow) from operating activities 1,156 (294)

CASHFLOW STATEMENT

Net cash inflow/(outflow) from operating activities 1,156 (294)

Returns on investment and servicing of finances :

Bank interest received 13 26

Net current inflow / (outflow) of funds 1,169 (268)

Capital expenditure:

Payment to acquire tangible assets (80) (100)

Increase/(Decrease) in cash 1,089 (368)

Reconciliation of net cash flow to movement of funds

Increase/(Decrease) in Cash 1,089 (368)

Net funds at 1 January 5,225 5,593

Net funds at 31 December 6,314 5,225





Notes forming part of the Financial Statements year ended 31 December 2014

1. INCOME(a) Included in Grant in aid is €0 (2013 €5,330,000) which has

been made available to Bord Bia under the marketing sub program of the productive sector operational program of the national development plan 2007-2013. Such amounts are now included in grant-in-aid non pay.

(b) Amounts included under the heading of Food Dude - National Roll-Out totalling €1,925,841 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 €5,214,870 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:

2014 2013

€’000 €’000

Bloom Garden 15 9

Domestic & Small Business Organic Promotion

144

15

Biofach Organic trade fair 71 90

Asia - Beef Pork Offal - Promotion

-

(30)

Mushrooms promotions 317 529

Farmhouse Cheese 69 42

616 655

(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 set at €1.90 per head for cattle, 25c per head for sheep and 35c per head for pigs.

(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 €12,470 (2013: €26,359).

2. CAPITAL ACCOUNT

2014 2013

€’000 €’000

Balance at 1 January 152 201

Amount capitalised in respect of purchased tangible assets

80

100

Amounts released on disposal of tangible assets

-

(7)

Amortisation in line with asset depreciation

(84)

(142)

Net transfer to Income and Expenditure Account

(4)

(49)

Balance at 31 December 148 152

3. MARKETING AND PROMOTIONAL EXPENDITURE

2014 2013

€’000 €’000

Promotions 6,421 6,491

Marketing Development 6,707 5,125

Trade Fairs and Exhibitions 4,722 5,432

Information Services - Research

2,104

1,934

Information Services - Other 1,354 1,111

Quality Assurance 1,668 1,507

Trade Development 3,120 2,516

Technical Support - Pigmeat Sector

345

210

Other Client Services 144 105

Fellowship Plus 1,462 1,341

28,047 25,772

4. MARKETING FINANCE

2014 2013

€’000 €’000

Marketing Assistance Programme 819 851


62


5. PAY

2014 2013

€’000 €’000

Marketing & Promotion 9,345 8,702

Administration 1,743 2,854

11,088 11,556

Pay costs are comprised of:

Wages and salaries 7,523 7,712

Social welfare costs 552 552

Pension costs (Note 14b) 3,013 3,292

11,088 11,556

The remuneration of the Chief Executive included in the above Pay costs is as follows:

€ €

Salary 149,175 154,628

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 2014 was 88 (2013: 90). The cost of certain part-time employees amounting to €82,097 (2013: €82,959) is included in Marketing and Promotional expenditure.

A total of €392,014 (2013: €413,072) 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.

6. OPERATING EXPENDITURE

2014 2013

€’000 €’000

Board and Sub-Board Members’ fees and expenses 150 185

Rent, rates and insurance 1,054 1,121

Telecommunications costs 194 275

General business expenses 885 1,009

Audit fee 25 22

Depreciation (Note 7) 84 142

Loss on disposal of tangible assets - 7

2,392 2,761

Board Members’ fees are as follows: € €

Mr. M. Carey* - -

Mr. G. Brown 9,199 11,970

Mr. J. Bryan - 11,970

Ms. M. Byrne** - -

Mr J. Comer 11,970 11,363

Mr. M. Cronin 9,199 11,970

Ms. A. Dennison - 5,837

Mr. K. Dunne - 10,937

Mr. F. Hayes* - -

Ms. R. Holland 9,199 11,970

Mr. J. Horgan* - -

Ms. C Keeling* - -

Mr. J. Kingston 9,199 11,970

Prof. F. O’Gara 10,970 11,035

Mr. B. Sweeney 9,199 11,970

Mr E Downey 10,970 -

Total 79,905 110,992

Amounts paid to Board Members for travel and subsistence expenses 10,751 17,704

Amounts paid to Sub-Board Members for travel and subsistence expenses 19,855 17,889

* Indicates those Board Members who have waived part or all of the fee payable, as a Board member, in 2014.

**No fees are payable to Ms. M. Byrne, Principal Officer, Department of Agriculture, Food and the Marine.




7. TANGIBLE FIXED ASSETS

Improvements to Leasehold

PropertyFurniture and

FittingsComputer

EquipmentOffice

Equipment Total

Cost €’000 €’000 €’000 €’000 €’000

At 1 January 2014 1,615 606 628 181 3,030

Additions in year - 8 53 19 80

Disposals - (11) - (3) (14)

At 31 December 2014 1,615 603 681 197 3,096

Depreciation

At 1 January 2014 1,592 559 559 168 2,878

Charged in year 4 11 60 9 84

Disposals - (11) - (3) (14)

At 31 December 2014 1,596 559 619 174 2,948

Net Book Amounts

At 1 January 2014 23 47 69 13 152

At 31 December 2014 19 44 62 23 148

8. DEBTORS

2014 2013

€’000 €’000

Amounts falling due within one year:

Trade debtors 1,175 1,388

Less: Provision for Bad Debts (453) (669)

722 719

Prepayments and accrued income 1,840 1,261

2,562 1,980

9. CREDITORS (amounts falling due within one year)

2014 2013

€’000 €’000

Trade creditors 2,911 1,588

Exchequer pension contributions 644 905

Taxation and social welfare (Note 10) 203 218

Withholding tax 403 325

Accruals 2,893 2,319

Deferred Income 563 661

7,617 6,016


64


10. TAXATION AND SOCIAL WELFARE

2014 2013

€’000 €’000

Taxation and social welfare creditors comprise the following:

Income Tax 138 151

P.R.S.I. 65 67

203 218

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.

11. PROVISION FOR LIABILITIES AND CHARGES

At Provided Released At

1 January during during 31 December

2014 year year 2014

€’000 €’000 €’000 €’000

Value Added Tax 13 - - 13

Provision for Dilapidations 583 32 - 615

596 32 - 628

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 €751,532 made up as follows:

Payable on leases on which the commitment expires:

€

Within one year 36,142

Within two to five years 674,803

Six years and over 40,587

751,532

13. CONTINGENT LIABILITIESContingent liabilities exist in respect of amounts approved but unclaimed at the year end under the terms of the Marketing Finance Programmes operated by Bord Bia as follows:

2014 2013

€’000 €’000

Marketing Assistance Programme 923 911

Management estimates the contingent liabilities under this heading will be settled within one year.




14. SUPERANNUATION

a i) Pension costs

2014 2013

€’000 €’000

Service cost 1,936 2,190

Employee contributions (314) (315)

Current service cost 1,622 1,875

Interest cost 1,452 1,483

Total 3,074 3,358

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 €717,687 in the year (2013: €768,261).

An amount of €643,820 was due at 31 December 2014 (2013: €904,820) 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

2014 2013

€’000 €’000

Experience gains 951 3,314

Changes in assumptions (9,805) 947

Total (8,854) 4,261

b i) Present value of scheme obligations

2014 2013

€’000 €’000

Present value of scheme obligations at beginning of year 40,846 42,143

Service Cost 1,936 2,190

Interest Cost 1,452 1,483

Actuarial (gain)/loss 8,854 (4,261)

Benefits paid (1,035) (709)

Present value of scheme obligations at end of year 52,053 40,846

b ii) Deferred Funding AssetUnder 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 their benefits or associated provision for members. The Department of Agriculture, Food and the Marine will provide funding where the pensions paid exceed 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 the 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 services pensions, including the annual estimates process.

A deferred funding asset of €52.053 million equal to the pension liability is recognised at 31 December 2014 (2013: €40.846 million). The deferred funding asset at the year end was determined after taking into account Net Deferred Funding for Pensions in the year of €3.013 million and adjustments arising from the actuarial loss of €8.854 million and from pensions payable under the Bord Bia scheme of €978,652 which were offset against the contribution payable to the Exchequer.

b iii) Net Deferred Funding for Pensions in Year

2014 2013

€’000 €’000

Funding recoverable in respect of current year pension costs 3,074 3,358

Oireachtas Grant-in-Aid applied to pension payments (An Bord Glas scheme) (61) (66)

3,013 3,292

c) Description of schemes and actuarial assumptionsThe 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 Public Expenditure and Reform 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.


66


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 Public Expenditure and Reform.

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 2014 for the purpose of preparing this FRS17 disclosure. The liabilities and costs have been assessed using the projected unit method.

Financial assumptionsThe principal actuarial assumptions used to calculate the retirement benefit obligations under FRS17 were as follows:

31/12/14 31/12/13 31/12/12

Discount Rate 2.25% 3.60% 3.55%

Inflation Rate 1.60% 2.00% 2.00%

Salary increases 3.85% 4.25% 4.25%

Pension increases 3.35% 3.75% 3.75%

The following amounts were measured in accordance with the requirements of FRS17.

Demographic assumptionsThe mortality table is 88% of ILT15 (Males) for males and 91% of ILT15 (Females) 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 20.8 23.4

65 in 25 years 23.9 26.0

d) History of defined benefit obligations, assets and experience gains and losses

2014 2013 2012 2011 2010

€’000 €’000 €’000 €’000 €’000

Defined benefit obligations 52,053 40,846 42,143 26,117 24,751

Fair value of scheme assets - - - - -

Deficit on Superannuation Schemes (52,053) (40,846) (42,143) (26,117) (24,751)

Experience adjustments on scheme obligations (8,854) 4,261 (14,092) 632 1,266

Experience adjustments on scheme assets - - - - -

15. BOARD MEMBERS - DISCLOSURE OF TRANSACTIONSIn 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. PREMISESAn 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 2014 was €378,470.

In addition, the Board occupies eleven other properties in various locations internationally. The total rent paid on these premises in 2014 was €348,530.

17. APPROVAL OF FINANCIAL STATEMENTSThe Board approved the financial statements on 27th May 2015.



Marketing Finance Grant Payments 2014

AmountCompany €Adare Farm foods 5,000Aine’s Chocolates Ltd 13,000Algaran Teoranta 6,000Ardsallagh Goat Products Ltd 2,650Atlantic Marine Seafoods 2,249Ballykelly Farms 5,000Beal Organic Cheese 3,000Beechill Bulbs Ltd 3,965Beechlawn Organic Farm 713Beeline Health Foods Ltd 4,000Boylan Fruits Ltd 5,000Brookridge Farm Ltd 4,000Burren Smokehouse Ltd 10,000Caherbeg Free Range Pork 2,364Cahills Farm Cheese Ltd 15,000Carlow Craft Brewery Ltd 15,000Carrigaline Farmhouse Cheese Ltd 7,000Carrigbyrne Farmhouse Cheese 7,764Castlecor Potatoes 4,000Celtic Chocolates Ltd 10,000Celtic Pure Ltd 1,886Clanwood Farm 3,454Clinton Foods Ltd 1,110Con Traas Ltd 4,212Connemara Seafoods Ltd 10,000Coolea Farmhouse Cheese Ltd 1,400Corleggy Cheese 3,000Couverture Ltd 11,507Crossogue Preserves 3,000Crowe Meats 2,720Cuinneog Ltd 3,941Curley Quality Foods 4,000Cybercolors Ltd 11,000D&S Gourmet Food - Gran Clarkes 1,885Dee’s Wholefoods Ltd 4,220Delicious Gluten Free Bakery 5,000Derrycamma Farm Foods Ltd 1,960Durrus Cheese 8,238Eden Farms Ltd 3,000Eight Degrees Brewing Company Ltd 6,773Everyday Foods 3,000Fermoy Natural Cheese 4,000Fior Uisce Thuar Mhic Teoranta 477Fitzgerald Nurseries 9,710Four Seasons Nurseries 3,000Froberry Ltd 2,000Fusco Foods Ltd 10,000Galway Natural Health Company 3,000Garden of Eden Herbs 5,800Glendalough Irish Whiskey Ltd 4,000Goatsbridge Trout Farm Ltd 16,000Good 4U 6,000Goodness Grains Gluten Free Bakery 3,000Green Earth Organics 1,868Green Saffron Spices Ltd 6,000Green valley Farm Ltd t/a Killowen Farm 26,987Greenbean Ltd 1,260G’s Gourmet Jam 7,000Harrington Home Bakery Ltd 2,789Harty’s Jam 1,500Hickey’s Bakery Ltd 2,000Hughes Roses Ltd 576Improper Butter 3,000Inagh Farmhouse Cheese Ltd 10,000Inch House 3,000Irish Organic Milk Producers Ltd t/a The Little Milk Company 5,383Island Seafoods Ltd 15,930J&L Grubb Ltd 20,000Jane Russell’s Original Irish 6,000Janet’s Country Fayre 3,416JFS Produce Ltd 4,000JOD Food Products 13,000John Hickey & Sons Ltd t/a Hickeys Bakery 2,387Kearney’s Homebaking Ltd 3,000Keeling F Juices Ltd 10,000Keith Higgins Potatoes 2,425Kelly’s Nursery Ltd 12,000Kelly’s of Newport 6,000Kilbeg Dairy Delights 8,000Kilfera Food Manufacturers Ltd 7,000

AmountCompany €Killeen Farmhouse Cheese 2,756Kinvara Smoked Salmon Ltd 1,537Knockanore Farmhouse Cheese 16,000Knockdrinna Farmhouse Cheese Ltd 5,427Kohinoor Ltd 17,914Kooky Dough Ltd 1,105Kush Seafarms Ltd 13,497Larry Whelan Potatoes 3,000Lovin Catering Ltd 1,016M&M Products Ltd 3,000Mags Homebaking Ltd 3,710Man of Aran Fudge 1,500Mangort (Ireland) Ltd t/a Cloon Potatoes 4,000Mangrove Green Ltd t/a Chilly Moo 2,000Mannings Bakeries Ltd 12,000Marchminder Ltd t/a Cooleeney Cheese 15,000Mc Bride Fishing Co 1,115Meadowsweet Apiaries Ltd 1,572Michael Kelly Shellfish Ltd 2,096Michael Waldron Meats Limited 6,500Milleens Cheese Ltd 3,000Mossfield Organic Farm Ltd 1,799Mr. Middleton Garden Shop 6,000Murphy’s Ice Cream 4,000Newgrange Gold Ltd 5,000Nightpark Nursery 6,560Nohoval Brewing Company Ltd t/a Stonewell Cider 3,632Nua Naturals 3,000O’Dowd Nurseries 2,769Oishii Foods Ltd 313Olvi Oils Ltd 1,355On The Pigs Back 688O’Neill Foods 2,976Paddy O’Granola 4,000Pandora Bell 2,000Paul Brophy Veg 2,548Prue & Simon’s Ltd 252Pure Foods Ltd 2,500Quarrymount Free Range Meats 1,200Radical Fruit Co t/a Wild Orchard 2,212Rathcreedan Limited (t/a Sushi King) 2,737Régale Biscuit Co. 4,000Rentes Plants Ltd 4,211Riceshill Farm Ltd 4,000Rosie’s Bakehouse 1,415Sam’s Cookies Ltd 8,308Sceaclaidi Na Sceilge Teoranta 5,000Shannon Estuary Oysters Ltd 5,114Slender Choice Ltd 3,000Sliogeisc na Rossan Teoranta 8,000Solaris Botanicals 5,000Spanish Point Sea Veg 917Speciale Donegal Bay Ltd 6,914Spice O’Life Ltd 9,000Stam’s Bamboo Nursery Ltd 3,500Summerhill Lawns 2,651Sunnyside Fruit Ltd 4,000Sunshine Bread and Confectionery Ltd 4,000Taste a Memory Foods 3,807Teeling Whiskey Company Ltd 5,000The Bretzel Trading Company Ltd 3,016The Delicious Food Company 1,467The Food Store 3,000The Foods of Athenry Ltd 12,000The Happy Pear Living Foods 3,000The Hooker Brewery t/a Galway Hooker 8,000The Just Food Company 5,301The Nusli Company Ltd 3,000The Scullery Fine Foods 4,000The Tipperary Kitchen 996Trudies Catering Kitchen 9,896Waterford Blaa Bakers 4,000Wexford Fruit Producers 1,470Wicklow Farmhouse Cheese 7,000Wicklow Fine Foods 7,000Woodcock Smokery 3,882Woodstock Trees & Shrubs Ltd 1,263Yawl Bay Seafoods Ltd 1,460Young Nurseries Ltd 5,964

Total 819,357


68

HEAD OFFICEClanwilliam CourtLower Mount StreetDublin 2, IrelandT +353 1 668 5155F +353 1 668 7521

AMSTERDAMWorld Trade CentreStrawinskylaan 13511077 XX AmsterdamThe NetherlandsT +31 20 754 6969F +31 20 754 6961

DUBAI4th floor,Office 4b, Monarch Office,Tower No 1, Sheikh Zayed Road,PO Box 1115425,Dubai, United Arab Emirates T + 97 143 760 409

DUSSELDORFDerendorfer Allee 640476 DusseldorfGermanyT +49 211 470 5975F +49 211 470 5976

LONDON201-203 Great Portland StreetLondonW1W 5ABUnited KingdomT +44 20 7307 3555F +44 20 7307 3556

MADRIDCasa de IrlandaPaseo de la CastellanaNo 46 - 3a planta28046 MadridSpainT +34 91 435 6572F +34 91 435 6211

MILANVia E. De Amicis, 5320123 MilanoItalyT +39 02 7200 2065F +39 02 7200 4062

MOSCOWProspekt Mira 26 building 4MoscowRussiaT +7 499 682 9961F +7 499 682 9962

NEW YORKIreland House345 Park Avenue17th FloorNew YorkNY 10154-0037USAT +1 212 935 4505F +1 212 935 4385

PARISMaison d’Irlande33, rue de Miromesnil75008 ParisFranceT +33 1 42 66 22 93F +33 1 42 66 22 88

SHANGHAI (ASIA OFFICE)Suite 733Shanghai CentreNo. 1376 Nan Jing Xi RoadShanghai 200040ChinaT +86 21 627 98829F +86 21 627 98849

STOCKHOLMEmbassy of IrelandHovslagargatan 511148 StockholmSwedenT + 46 8 545 04058

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