[22 January/Independent]

KPMG Ireland have released a report highlighting that for Ireland to grow its exports in Asia it must increase awareness of its green image. According to the report, the exports of Irish food and drink have more than quadrupled over the past ten years to Asia to EUR1.3 billion. David Meagher, Head of Agribusiness for KPMG Ireland, reports investment still needs to focus into consumer trust and consumer preferences to cater to the Asian markets. Reporting the difficulties faced by the agri-food sector include the physical distance, lack of preference understanding of Asian consumers, and lack of scale and low meat profitability at farm level. Several priorities for Ireland’s agri-food export sector include sustainable food production and signing high quality trade agreements with Asian countries.