The Irish Food Board launched Irish grass-fed beef in Ho Chi Minh City on October 5, following Vietnam’s authorization of Irish beef imports in January, creating new momentum for the bilateral agri-food trade between the two countries.
The market opening comes as agri-food trade between Vietnam and Ireland sees expanding growth potential, enabling Irish exporters to access Vietnamese consumers seeking premium beef products.
Speaking at the launch event, Mr. Ronan Cunniffe, Deputy Head of Mission at the Embassy of Ireland in Vietnam, said: “The opening of the Vietnamese market to Irish beef in January marks a new chapter in Ireland-Vietnam trade relations, coinciding with 30 years of diplomatic ties between the two countries. This achievement reflects years of collaboration between Irish and Vietnamese authorities, industry partners and businesses in both countries. As Ireland and Vietnam continue to strengthen our economic and agricultural ties, Vietnamese consumers can now enjoy Irish beef for the first time.”
According to the Irish Food Board (Bord Bia), Ireland’s beef export turnover reached approximately €3.4 billion ($3.7 billion) in 2025, up 24 percent year-on-year, while beef offal exports reached €155 million ($170 million), representing a 12 percent increase.
John Stone Fine Foods, a producer with nearly 60 years of industry experience, is introducing its grass-fed and dry-aged beef products to Vietnam through its local partner, Passion Gourmet Foods.
The firm targets premium restaurants, hotels, and discerning consumers. By supplying various cuts, including bone-in portions and pre-portioned cuts, the company aims to satisfy diverse culinary demands.
Regarding culinary compatibility with Vietnamese gastronomy, John Stone representatives demonstrated that Irish beef adapts well to Asian cooking techniques and flavor profiles.
At the launch, products were prepared in dishes inspired by both Japanese and Vietnamese cuisines, combining dry-aged grass-fed beef with indigenous Vietnamese ingredients.
Beyond product quality, Bord Bia emphasized full traceability and strict production standards. Ireland’s national food and drink sustainability program, Origin Green, enforces independently verified standards covering carbon footprint reduction, animal welfare, and supply chain traceability.
Ms. Lorna Allen, Bord Bia Southeast Asia Manager, highlighted Vietnam as a key strategic market in Southeast Asia, where consumer demand for food safety, origin, and quality is rising rapidly.
She expressed confidence that Origin Green enables Irish exporters to provide products verified by independent sustainability standards, while Bord Bia aims to expand partnerships with Vietnamese importers, chefs, and retail operators.
To support market penetration, Bord Bia published its Beef Market Entry Guide for Vietnam in May and hosted a delegation of Vietnamese importers in Ireland in August to observe grass-fed farming models, processing facilities, and quality assurance standards firsthand.
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