Exclusive interview questions with Jim O’Toole CEO of the Irish Food Board (Bord Bia)

This year, 15 Irish companies are exhibiting at Gulfood — what makes this group particularly strong or diverse?

The strength of this group lies in both its diversity and depth. We have companies represented across dairy, meat, ingredients and value-added food, serving retail, foodservice and manufacturing customers.

What is particularly notable is the mix of long-established exporters alongside companies that are newer to the region, all united by a focus on quality, reliability, and customer partnership. Together, they showcase the breadth of Ireland’s food offering and our ability to meet a wide range of market needs.

How important are traceability, provenance, and quality assurance for buyers in this region?

These factors are fundamental for buyers in the Middle East. Customers here place a strong emphasis on health and nutrition, knowing where food comes from and how it is produced.

Irish food and drink performs well in this context because our systems provide high levels of traceability and quality assurance, giving buyers confidence in both product integrity and consistency of supply.

You’ve led Bord Bia through a period of major global change — from Brexit to supply chain disruptions. Looking back, what has been the most defining moment of your tenure as CEO?

One of the most defining periods was navigating the immediate aftermath of Brexit while also managing global supply chain disruption. It reinforced the importance of market diversification, strong customer relationships and adaptability.

It also underlined the value of having a long-term strategy focused on building resilience for Irish exporters, rather than reacting to individual shocks in isolation. 

 Is there a moment from your travels or trade missions that really crystallized for you the global potential of Irish food and drink?

 What consistently stands out is seeing Irish products on shelves, menus and in foodservice operations in markets far from home. That visibility reflects years of work by exporters and agencies alike.

Trade missions like this one often crystallise the opportunity — when you see buyers from multiple regions engaging with Irish companies, it reinforces the truly global potential of Irish food and drink.

Which sectors — such as dairy, meat, seafood, or beverages — are seeing the strongest demand in the region?

 Dairy continues to perform very strongly in the region, particularly in ingredients and value-added consumer products. Meat is also seeing solid demand across retail and foodservice channels.

In addition, consumer foods and Irish beverages — particularly whiskey — continue to gain traction, supported by premium positioning and growing brand recognition.

How important is storytelling — origin, farming practices, sustainability — in influencing hospitality purchasing decisions today?

Storytelling has become increasingly important. Buyers are looking for products that not only meet quality and price requirements, but also align with consumer expectations around origin, production standards and sustainability.

Irish producers are well positioned here, as these stories are rooted in real practices rather than marketing alone, which resonates strongly with both buyers and end consumers.

What role can Irish producers play in supporting food security and consistency of supply in the Middle East?

Irish producers can play a meaningful role by offering reliable, high-quality supply from a well-regulated and export-focused food system.

Consistency, long-term planning and strong partnerships are key in this region. Ireland’s ability to deliver at scale, while maintaining quality and sustainability standards, makes us a dependable partner in supporting food security objectives across the Middle East.