Irish pork launched into Malaysian market
Minister Malaysia The Lumpur To Of In Keong Jim Event Imperial Of State Chai Bord Martin Wai Pictured A Kenneth Launch Is O'toole, Restaurant And Pork Foodservice In Grand Ceo Bia Kuala With Executive Officially Irish Heydon At Bia Bord Chef
Irish pork has officially been launched into the Malaysian market.
Ireland gained access to export pigmeat to the Malaysian market in November 2022.
Bord Bia has hosted a trade event to showcase Irish pigmeat on the first day of an agri-food trade mission to Malaysia and the Philippines this week.
The event in Kuala Lumpur, Malaysia, aims to spotlight the quality and taste of Irish pigmeat to selected importers, distributors, and chefs.
Between January and August, 370 tonnes of Irish pigmeat were exported to Malaysia, valued at €870,500.
The main supplier of pork to Malaysia is currently Spain, supplying over 14,000 tonnes in 2022, followed by the Netherlands, Denmark, and Belgium.
Over the summer, Bord Bia invited 15 Malaysian chefs and meat buyers on a tour of Irish pig farms and processors and to Teagasc’s pig research facility.
Lisa Phelan, Bord Bia South East Asia manager commented: "Since access was gained 12 months ago, Bord Bia has been actively generating interest in Ireland as a supplier of high-quality pork among the Malaysian trade.
"We also undertook in-depth research into the Malaysian pigmeat market to understand all aspects of the market from consumer preferences to the best route-to-market strategy for Irish exporters.
"Through local trade media outreach, we secured inquiries from interested buyers and initiated discussions with Irish suppliers. Following this, we had our first Malaysian buyer visit in June which was very successful from a commercial perspective."
Although Malaysia is a majority Muslim country, a sizeable ethnic Chinese population (23%) supports the demand for pork with per capita consumption of 17.3kg per year, according to the Malaysian government.
Domestic pigmeat production accounts for 90% of consumption and last year pigmeat imports reached 33,500 tonnes.
"Although we are relatively new trade partners, Ireland is committed to developing long-term and sustainable trade relationships with Malaysian pigmeat customers," Ms Phelan added.
Minister of State at the Department of Agriculture Martin Heydon who is leading the trade mission said it is "strategically important to build upon this strong start as we continue to position Ireland as the supplier of choice for sustainable, safe, and high-quality meat and dairy".
