Bord Bia has partnered with premium retailer in the United Arab Emirates, Spinneys, for a sustainability themed promotion to highlight Irish brands and their participation in the food and drink sustainability programme, Origin Green.
The Spinneys group has a 9-10% market share and is the preferred choice of supermarket for Western consumers in UAE.
In conjunction with its 51 Spinneys stores, it also operates the Waitrose licence in the UAE.
The three-week promotion was formally launched yesterday on day two of the Government's trade mission to the United Arab Emirates and the Kingdom of Saudi Arabia, led by Minister for Agriculture, Food, and the Marine Charlie McConalogue.
The trade mission is the first in person trade mission by Bord Bia and the Department two years and builds on a previous Ministerial-led trade mission to the region in 2017.
The Irish brands available in Spinneys include Butlers' chocolate, the Jelly Bean Factory, Foods of Athenry, Brodericks, Sowan's, East Coast Bakehouse, Kerrygold, Glenisk, Oliver Carty, Ribworld, Clonakilty, Golden Bake, Bird's Eye, Nobo, Flahavan's, Keoghs, Nextbox eggs, Barry's Tea, Good4U snacks, Homespun and Irish Organic Salmon.
Ailish Forde, Global Business Development Director at Bord Bia, said its market insights show that there is a growing interest in the UAE for healthy and organic foods to boost immunity along with safely packaged food.
She said this was a direct response to food security concerns from consumers who are now more inclined to purchase from a well-known brand where the origin can be traced.
"The growing demand here for sustainable sources of ingredients from Europe presents excellent opportunities for Ireland and to showcase Origin Green internationally," she added.
Sophie Corcut, Brand and Sustainability Manager at Spinneys, said that the retailer's partnership with Ireland is ideally positioned to meet its customers' desire for more sustainable shopping choices.
"Spinneys promotes healthier eating, less waste and sustainable production practices, all of which are aligned with what Ireland is doing in its approach to agri-food production, making Ireland a natural partner for us," Ms Corcut said.
"Our customers are also placing more value on sustainably-produced and traceable produce, which Ireland is a leader at providing from farm to fork through Origin Green," she added.
