Bord Bia appoints UK meat market specialist

Bord Bia appoints UK meat market specialist

Bord Bia (The Irish Food Board) has announced the appointment of Sean Deane as UK meat market specialist.

Sean Deane, UK meat market specialist at Bord Bia.

Sean begins his tenure at a time of positive growth for Ireland’s meat supply to the UK. The value of Irish beef exports increased by 15%earlier this year, and the UK remains the largest single market for Irish beef exports at 43% of the global share. 

With regards to his new position, Sean commented: “It is a privilege to be joining the team at Bord Bia to represent the Irish meat sector in the UK. Sustainability is a huge passion of mine and Ireland has some of the highest standards in the world when it comes to grass based farming. I look forward to contributing to the continued success of the category within the UK market, showcasing the unique landscape and care that goes into producing world-class, grass fed Irish Beef, as well as the incredible versatility the different Irish beef cuts have to offer both the grocery and foodservice industries.”

Sean joins the London office, with Bord Bia general manager, Donal Denvir at the helm: “We are delighted to welcome Sean to our team as UK meat market specialist. His extensive international expertise, passion and drive will undoubtedly elevate our efforts to raise awareness of the unique proof points that make grass fed Irish Beef so special. Having dedicated and strategic individuals like Sean on board is crucial to maintain Ireland’s reputation as a committed partner of the UK food sector.”

With a background in food and beverage marketing, and experience in growing brands within a broad range of international markets, Bord Bia said Sean brings specialised knowledge to the role, both professionally and personally.

An MSC marketing graduate from UCD Michael Smurfit Graduate Business School in Dublin, Sean was previously a Bord Bia market advisor in New York for the US market.

For over five years, he also played an active role in representing and promoting Jameson’s Irish Whiskey within the diverse markets of Belgium, Cameroon and Ghana, where his efforts resulted in a 250% trade volume increase, and a reach of 3 million consumers for the latter market.

1Bord Bia Export Performance and Prospects Report 2022/ 2023.

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