Ireland seeks a larger share of the Philippine dairy market.

Ireland has launched a three-year effort named European Dairy-Ireland in order to increase dairy exports to Malaysia and the Philippines. The €3.2 million promotional campaign intends to generate a €15 million increase in sales.

This year, Irish dairy exports to Asia surged by 48%, mostly due to the Philippines and Malaysia. The campaign will target 10,000 Asian customers and will include two dairy technical seminars co-funded by Bord Bia and the European Union.

“We haven’t put a specific figure on numerical value on each market. But given the fact that the Philippines has…a bigger share of dairy exports than Malaysia, we would see that the greater part of that number would come from the Philippines,” O’Toole said.

Irish dairy processors Tirlán and Lakeland Dairies intend to open a retail presence in the Philippines in order to increase Irish dairy exports. During the first high-level trade mission to the Philippines, the companies negotiated deals with dairy wholesalers to provide Irish cream and butter to the Philippine market.

Irish dairy exports to the Philippines surged by 107% last year to €72 million, with a value of €35 million projected for 2021. The first high-level trade trip intends to boost Ireland's reputation in Southeast Asia for sustainable, safe, and high-quality food and drink.