Article by Brad Balfour and Nick Kennedy

Notions of a national Irish food usually conjure the mid-19th century's lack of it--the potato being that symbol. The two food boards-Bord Bia (Irish Food Board) and Trade International Northern Ireland--are addressing this blight. Like their partners in government, they too, have come to the table together and have extended the invitation to American businesses. Unlike their government partners, these 'cooks' are unanimous on the proposals at hand, and they guarantee that nobody leaves with a bad taste. Working towards exportation of their region's foodstuff, both promotional bodies have been coming to the table together, serving an appetizing special which they've dubbed "Ireland--The Food Island." And how could they not join forces? Cross-border trade in food and drink now totals IR570 million (approx. $627 million) and represents 30% of North-South trade. This revolutionary initiative began in May 2000, when eight companies from the North and nine from the South took part in a special workshop in St. Joseph's Food Marketing University in Philadelphia. The joint effort then traveled to the Food Marketing Institute Show in Chicago. New York has been the most recent trip on the culinary crusade where the joint Bord Bia/Trade International Northern Ireland exhibition was set up for the 46th annual Summer Fancy Food Show--the creme de la creme of specialty food shows in North America. The joint event offered but a morsel of trans-national cuisine; guests were certainly left with a palpable longing for fare from the homeland.

Celebrations were held in the elegant Irish owned restaurant Seven, where Muirish Kennedy, Bord Bia's Client Services Director chewed the cud about the show and the organization. Says Kennedy, "The show is unique in that it specializes imported and high value products, All the key speciality buyers come here. There's about 30,000 people here over three days. You've got 40 international countries here being exposed to our companies."

He adds, "Ireland has changed drastically. It has doubled its output in 10 years. We've come from a position where a decade ago we had loads of people and no cash; now we have loads of cash and no people. This is very much the driving force behind the young sector. The food companies here were started in the last 15 years. It's a young new generation that is much more aggressive, much more aware and part of that culture is on the internet using the web." Minister of State Ned O' Keefe TD also spoke about the importance of cross-border integration, food export standards, and the voracious economic appetite of the Celtic Tiger.

How did the combined Northern and Southern Irish Food Board come to be?

There has always been great co-operation in the island concerning the food area. Over the years we attended different fairs but the seeds for this united stand occurred in May when a transnational study mission with over 16 companies north and south of the border, traveled to the United States together. With respect to food produce, the border is obviously only political. The island's clean, green environment and the natural produce is under consumer demand increasingly in the US and continental Europe. The pre-show marketing campaign has been sent to 7000 targeted specialty food buyers in New York, New Jersey, Connecticut and Massachusetts.

What is the global perception of Irish food?

Ireland has a unique position in the world in terms of its green image. Our produce is fresh and pure. We export practically 90% of our land-produce annually. Indeed, last year about 5.2 billion punts worth of produce were for world trade to 70 countries. Thus food is extremely important to the Irish economy. Europe would obviously be our largest market purchasing beef, lamb, pork and an array of dairy products. We have also gone down the road of consumer foods and now we are becoming famous for our specialty foods: smoked salmon, farmhouse cheeses, jams, honey, breads, cakes and assorted other sweets and savories. Marketing specialty foods for foreign investment is relatively new to Ireland, yet we have witnessed an enormous growth in the worldwide reception of this food.

Many international food chains are seeking to create niches for Irish specialty foods on their shelves. The English department store Marks and Spencer wants to distribute some of our farmhouse cheeses. We view such developments with keen interest as this is an area of obvious business potential; we want to exploit such opportunities by space and volume. There seems to be an effort to repackage many traditional foods.

All have been enhanced by promotion and are benefiting by the change in image. The beverage sector is also coming into its own now and is out of the shadow of St. James' Gate. While Guinness has obviously been huge, we now have a number of micro-breweries. Distilleries are producing a new generation of Vodkas and Whiskeys. Indeed, the most famous underground beverage of all has recently been legitimized and is ripe for export, our own moonshine: Poitin!

What is the current market strength of Irish food exports?

There is a good reception for Irish foodstuffs abroad. While much of the international publicity has concentrated on high-tech industry, the same period has been very dynamic and exciting in the food industry. We have grown symbiotically with the economy. Three years ago we had a limited number of specialty foods, now, we have cultivated that area extensively. Most of the acclaim has gone to the great variety farmhouse cheeses. Ireland is also famous for its smoked salmon, and we are one of the world's first country's who have marketed this fish as a specialty consumer product Even bread has become a viable export option and you can see at once many of the wonderful bread mixes like the traditional soda and brown breads at the Irish stands here.

The United States is a growth market. Our task is to expand the export business to meet the American market requirements. The Irish restaurant business is changing and becoming more sophisticated in terms of re-emphasizing Irish food products as a new element.

The catering business, and food service in general, is very important. Practically 60% of Americans eat outside the home, so such prospects are obviously inviting. In Ireland, the food service isn't as extensive---about 25% of nationals eat outside the home on a daily basis--but we are aware of the potential in the food service industry across the world for which America has led the way.

How is the international market for Irish Beef! I'm glad you asked, Irish Beef is probably the safest you can find in Europe. The standards and regulations that have been put in place over the last number of years, despite being very strenuous for our livestock producers to implement, have saved the domestic and export Beef industry. The world heard of the difficulties relating to e-coli 1057 and pathogens, in terms of dioxins. Fortunately Ireland has been saved from all of those because of the strict regulations put in place. My department is the regulatory authority and we are the first government in the world to establish a food safety authority, arising from the difficulties that happened in other European countries. Europe has followed suit with a keen interest in food safety and for the first time we have a new commissioner who has responsibilities for food safety and consumer affairs so we may see a European Food Safety Authority. Much of the work we have issued may be taken on board as a blueprint by Europe. We are not prepared to sacrifice anything; the standard has to be high. On occasion, this has led us to jail farmers who attempted to break the law. We are so dependent on export we cannot tolerate weakness in the system. We pride ourselves in the quality of our prime beef which is grass fed, pasture produced and unique in many ways.

Have you seen developments in other meat products?

We have very fine pork and lamb and, as with the beef producers, we impose the same strictures on all livestock farmers. Both producers and processors have to work to those standards.

What future developments are underway?

We are very appreciative of the level of North American investment in Ireland. We have 500 firms employing a substantial number of people and we import a great deal of American products. While America has the export advantage we do send a substantial amount of Irish manufactured goods to the United States. North America has been very good to Ireland and a great friendship has developed over the years. We have some of America's most prestigious and successful industries based in Ireland: Intel, Hewlett Packard, Heinz, Coca-Cola, Pepsi, and a plethora of others that I'd be naming until the proverbial cows came home! There is a uniqueness between Ireland and North America despite our size. Indeed, some people have called us the 51st state!

Does the internet play a role in selling the food products internationally?

As technology and e-commerce advances there is no doubt in my mind that marketing will follow suit.

Have foreign foodstuffs changed the menus of Irish restaurants?

It's a two way street with us. We have a very open economy so we obviously have quite a substantial amount of foreign imports. So if Irish people want a choice then that's their right and entitled privilege.

What about the influx of multinational, predominantly American, fast food chains in Irish cities?

I have to say that they are very welcome, we have no bar against them and they are a feature of our major cities as they are with the rest of the world's major metropolises.

What in your background led to this job?

I have been a Minister of State with the responsibility for food for the last three years. The work has been very exciting, I've been traveling around the world to various food fairs and promotions; meeting buyers and doing what I can on behalf of the island of Ireland and the promotion of her food produce.

How long do you see yourself in this position?

As long as the present government is in office, I'll be here.