Bord Bia

What Bord Bia does

Bord Bia (The Irish Food Board) is a statutory body of the Government of Ireland, operating under the Department of Agriculture, Food and the Marine as the country's official food promotion agency. Founded in 1991 and headquartered in Dublin, the organisation serves three primary constituencies: Irish food and drink producers/exporters seeking international market access, Irish farmers (61,000+ participating in Origin Green) seeking sustainability verification, and international food buyers in 170+ markets seeking quality-assured Irish supply. The agency is led by CEO Jim O'Toole and chaired by Larry Murrin, and operates a global network of 14 international offices spanning Europe, Asia, the Middle East, and North America.

The core product portfolio comprises three interconnected assets: Origin Green, a sustainability verification programme collaborating with 61,000+ farmers and 350+ food and drink companies that has set 4,872 sustainability targets and 24,310 initiatives since 2012; the Bord Bia Quality Mark, a quality assurance scheme covering 60,000+ farmers and 100+ meat processors with over 90% of finished Irish beef sourced from certified farms; and AgNav, an agricultural sustainability digital platform launched in 2023 in partnership with Teagasc and the Irish Cattle Breeding Federation, with 17,000 enrolled farmers and 11,000+ generated sustainability action plans. Supporting offerings include the My Bord Bia client portal, the Sustainable Dairy Assurance Scheme, the Origin Green Ambassador Programme (MSc in Business Sustainability with UCD Smurfit), annual market intelligence reports (Export Performance and Prospects, Foodservice Market Insights), and consumer-facing programmes (Food Dudes, Seedlings, Incredible Edibles, Bord Bia Bloom festival).

The business model is government-funded: Bord Bia receives annual appropriations from the Irish government, industry levies from the agri-food sector, and EU co-funded promotional grants (e.g., €3.2 million for the European Dairy campaign). Services are not sold on a per-transaction pricing basis; instead, the agency's value capture is measured in national export outcomes (€18.7 billion in 2025, a 10% increase year-on-year) rather than direct revenue. The go-to-market combines enterprise field sales (hosted buyer programmes, trade missions, international office presence in-market), event-driven promotion (Seoul Food 2026, EU co-funded campaigns, Bord Bia Bloom), and content-led market intelligence distribution. In early 2026, the agency faced a 28-day IFA sit-in protest at its Dublin headquarters over chair Larry Murrin's conflict of interest relating to Dawn Farm Foods' Brazilian beef imports, leading to a €45,100 independent governance review by Governance Ireland that published 22 recommendations.

Name

Bord Bia

Legal name

Bord Bia - The Irish Food Board

Website

https://bordbia.ie

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Bord Bia is Ireland's statutory food promotion agency, operating sustainability verification (Origin Green), quality assurance (Quality Mark), and trade promotion across 14 international offices to support Irish food and drink exporters, 61,000+ farmers, and international buyers in 170+ markets.

Ownership category

akta.pro rank

Product category

Food Trade Promotion & Market Development

NAICS

Food Manufacturing (311), Commercial Bakeries (311812), Meat Retailers (445240)

SIC

Food And Kindred Products (2000), Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Organic Swine & Hog Production (AFAEAMAD)

akta.pro secondary industries

Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK), Accreditation & Oversight Bodies for Food Safety Certification (ABs/Scheme Owners) (AFALACAB)

Keywords

• Food export promotion
• Sustainability certification
• Quality assurance schemes
• Trade development services
• Agri-food market intelligence

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government Funding: Bord Bia is a semi-state body funded primarily through government appropriations and industry levies from the agri-food sector. The agency receives annual funding from the Irish government and EU programmes for market promotion activities.
2. EU Co-funded Programmes: EU co-funded promotional campaigns including the European Dairy campaign (€3.2 million) and various market development programmes where EU provides partial funding for international promotion activities

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Bord Bia (The Irish Food Board) is Ireland's statutory food promotion agency that drives international market development for Irish food and drink exporters through trade missions, buyer hosting, EU-funded promotional campaigns, and a global network of 14 offices. It operates the Origin Green sustainability verification programme (covering 61,000+ farmers and 350+ companies) and the Bord Bia Quality Mark assurance scheme, while running the AgNav digital sustainability platform in partnership with Teagasc and the Irish Cattle Breeding Federation.

Product overview

Bord Bia (The Irish Food Board) operates as Ireland's national food promotion agency, offering a portfolio of interconnected programs rather than a single product. The core offerings include the Origin Green sustainability verification program (collaborating with 61,000+ farmers and 350+ companies), the Bord Bia Quality Mark certification scheme, and the AgNav digital sustainability platform (in partnership with Teagasc). Supporting services include My Bord Bia client portal, market intelligence reports (Foodservice Market Insights, Export Performance and Prospects), and primary school education programs (Food Dudes, Seedlings, Incredible Edibles, Organic Gardening). The Origin Green Academy provides sustainability education through the MSc Business Sustainability program. These offerings work together to promote Irish food exports, ensure quality assurance, and advance sustainable farming practices across Ireland's agri-food sector.

Differentiator

Problem solved

Functional benefit

Brands

• Origin Green: Bord Bia's sustainability programme for the Irish food and drink industry, verifying the sustainability credentials of farmers and food producers.
• Quality Mark
• Quality Kitchen
• Bord Bia Bloom
• Food Dudes
• Incredible Edibles
• Seedlings

Products and services

• Origin Green Sustainability Programme
• Bord Bia Quality Mark
• AgNav Digital Sustainability Platform
• Bord Bia Quality Assurance Schemes
• Sustainable Dairy Assurance Scheme (SDAS)
• International Trade Promotion & Buyer Hosting Services
• My Bord Bia Client Portal
• Export Performance and Prospects Report Comprehensive annual report on Irish food and drink export performance and future market prospects, covering sectors including drinks, dairy, meat, horticulture, fish/seafood, and prepared consumer foods.
• Foodservice Market Insights Report Annual market intelligence report showing Irish food service industry turnover reached record €10.4 billion in 2025, with analysis of sector trends and growth drivers.
• Origin Green Ambassador Programme Two-year MSc in Business Sustainability programme developed with UCD Michael Smurfit Graduate Business School, selecting experienced professionals for taught modules, skills training, and international industry placements.

Quantifiable outcome

• Irish food exports reached €18.7 billion in 2025, a 10% increase
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Temasek PolytechnicminorStrategic or Co-development Partner · 1 January 2026Regional partner in Singapore for EU-funded dairy promotion campaign, supporting innovation and knowledge exchange in functional nutrition.
• ArthiancoreTechnology or IntegrationThird-party verification partner for Origin Green programme. Approval by Arthian indicates that a company's Origin Green sustainability plan meets programme requirements.
• Bord Iascaigh Mhara (BIM)coreStrategic or Co-development PartnerIreland's seafood development agency collaborating with Origin Green on sustainability initiatives for the seafood sector.
• Dairy Industry IrelandcoreStrategic or Co-development PartnerIndustry body providing forum to address environmental legislation at factory level for dairy sector sustainability.
• European Roundtable for Beef Sustainability (ERBS)minorStrategic or Co-development PartnerMulti-stakeholder initiative committed to making beef supply chain more sustainable from farm to fork.
• Global Roundtable for Sustainable Beef (GRSB)minorStrategic or Co-development PartnerGlobal multi-stakeholder initiative advancing continuous improvement in sustainability of the global beef value chain.
• FoodCloudminorStrategic or Co-development PartnerWorks with Origin Green members to provide solutions for surplus food redistribution.
• Forum for the FutureminorStrategic or Co-development PartnerLeading international sustainability non-profit collaborating on sustainability initiatives.
• TeagasccoreStrategic or Co-development PartnerNational agriculture and food development authority. Partner on AgNav digital platform, Signpost Farms initiative, and sustainability research. Provides integrated research, advisory, and training services to the agri-food industry.
• UCD Michael Smurfit Graduate Business SchoolminorStrategic or Co-development PartnerDeveloped Origin Green Ambassador Programme - two-year MSc in Business Sustainability attracting graduate professionals to lead sustainability in the food industry. International industry placements with global companies.
• Sustainable Enterprise SkillnetminorImplementation/ SI/ Consulting PartnerTraining network providing subsidised sustainability training programmes to embed sustainability competencies across corporate members.
• Skillnet Climate Ready AcademyminorImplementation/ SI/ Consulting PartnerGovernment-supported programme developing skills for climate action in Irish businesses.
• Green Business Initiative (EPA)minorImplementation/ SI/ Consulting PartnerEPA-funded initiative providing free resource efficiency assessments. Collaborates on TREE tool for SMEs to identify environmental savings opportunities.
• SAI PlatformminorStrategic or Co-development PartnerGlobal food and drink value chain initiative for sustainable agriculture with 130+ members worldwide.
• AgNavcoreTechnology or IntegrationAgricultural sustainability digital platform launched in 2023 as partnership between Teagasc, Bord Bia, and Irish Cattle Breeding Federation. Enables farmers to generate sustainability action plans.
• Irish Cattle Breeding FederationcoreStrategic or Co-development PartnerCo-developer of AgNav sustainability platform and partner in agricultural data initiatives.

Scale indicators20 records

Recent moves6 records

Expansion highlights7 records

Regional players

• Seafood New Zealand: Industry body promoting New Zealand seafood exports internationally with sustainability certification. Comparable function (seafood export promotion + sustainability) but operating in a different geography.
• Food Standards Agency (UK): UK government body responsible for food safety and standards regulation. Adjacent in scope (food assurance/regulation) rather than direct export promotion, but a relevant peer for QA scheme design and governance.

Direct peers

• Meat & Livestock Australia: Industry-owned statutory body that runs quality assurance and international marketing programmes for Australian red meat, closely mirroring Bord Bia's model for the beef and lamb sectors. Directly comparable in mandate, governance structure, and trade promotion approach.
• NZ Story: New Zealand government-backed national brand programme that promotes NZ food and beverage exports with sustainability credentials. Directly comparable as a country-of-origin premium positioning initiative similar to Origin Green.
• Bord Iascaigh Mhara (BIM): Ireland's seafood development agency, a direct counterpart to Bord Bia for the fisheries sector. Collaboration partner on Origin Green seafood initiatives, making it both peer and ally within the Irish state agency ecosystem.
• Food Export Association of the Midwest USA: Non-profit that promotes US Midwest food and agricultural product exports through market development, trade missions, and educational programmes. Most direct US comparable to Bord Bia's international trade promotion function.
• Danish Agriculture & Food Council: Industry body representing Danish farmers and food companies, running sustainability programmes and international promotion activities. Similar public-private hybrid structure and small-country premium food export mandate.

Others

• Copa-Cogeca: Combined voice of European farmers and agri-cooperatives at EU level. Not a direct peer but relevant as the EU-level industry body that influences policy affecting Bord Bia's promotional programmes and EU funding.
• Fonterra Cooperative Group: New Zealand's dairy cooperative and one of the world's largest dairy exporters. Not a direct peer (commercial operator vs trade promotion agency) but highly relevant as a major Origin Green-style sustainability-verified dairy exporter that Bord Bia targets/competes with in international markets.

Broad incumbents

• Agriculture and Agri-Food Canada: Canadian federal department covering the full agriculture value chain including export market development. Wider in scope than Bord Bia but structurally similar as a government agency promoting Canadian agri-food exports internationally.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bordbia
• Instagraminstagram.com/bordbia
• LinkedInlinkedin.com/company/bord-bia---the-irish-food-board
• YouTubeyoutube.com/bordbia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bord Bia