The Irish display at the
Anuga trade show in Germany was of the usual superb standard, with the dairy, beef, lamb and pork industries all present. Ireland can more than hold its own in international markets and the success of the Kerrygold butter brand is the benchmark for placing Irish produce at the premium end of the market. Anuga was also a reminder of the competition we face. All the major global meat and dairy exporters were there. The presence of the South American countries was impressive and they, along with the US, are now prominent on top-shelf retail displays in German supermarkets. The value of Argentinian steak was on par or ahead of the Irish equivalent in many cases.
The Irish display at the Anuga trade show in Germany was of the usual superb standard, with the dairy, beef, lamb and pork industries all present. Ireland can more than hold its own in international markets and the success of the Kerrygold butter brand is the benchmark for placing Irish produce at the premium end of the market.
Anuga was also a reminder of the competition we face. All the major global meat and dairy exporters were there. The presence of the South American countries was impressive and they, along with the US, are now prominent on top-shelf retail displays in German supermarkets. The value of Argentinian steak was on par or ahead of the Irish equivalent in many cases.
This highlights a problem in the Irish meat industry that is avoided in dairy, with Ornua managing the Kerrygold brand. Many German retail buyers source product from a range of Irish meat companies with the leading hypermarket group, Real, having five companies approved. With five Irish companies chasing the same business, the risk of underselling the product is very real. In any race to the bottom on price to close a deal, it is ultimately Irish farmers who pay the price.
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