Ireland serves the right stuff for the Saudi palate

What is the biggest thing we have learnt about food and diets from COVID-19? The pandemic has initiated a significant shift in dietary habits all around the world, with more people opting to cook their meals from scratch and a rise in awareness of the quality of ingredients used in their dishes. One market that saw considerable change in food consumption behaviors was Saudi Arabia where consumers now place a huge importance on natural produce.

As an insights-focused organization, Bord Bia is committed to understanding Saudi consumers in order to serve the market better. Bord Bia’s international research center, The Thinking House, recently conducted a study with consumers in the Kingdom, which shows that that nearly nine in 10 shoppers believe that buying food that is healthy is now an important factor in their purchasing decision, with 86 percent of the population trying to ensure their diet is as healthy as it can possibly be. Nearly half of the survey participants confirmed that they have been cooking more often since the start of the pandemic, a habit that has strongly been maintained in 2021.

With this increased appetite for healthier dining, people have become increasingly conscious of the importance of natural, organic and sustainable food and drink. Our research shows that almost half of Saudi Arabia’s consumers assert that “naturalness” of produce is now playing a more important role in their purchasing decision. And we strongly believe that it is this increased awareness in food quality has been a key factor in an increase of Irish exports to the Kingdom jumping by 6 percent this year compared to 2020.

What has Ireland got that stands out? Well, Ireland is perceived worldwide as a clean, green country and an ideal place to produce food. This is true. But today saying this is not enough, we prove it through the Irish government’s Origin Green initiative — the only one of its kind worldwide — working across the supply chain to assist farmers, companies, retailers and food service operators to meet their sustainability commitments on an on-going basis. The Origin Green food and drink sustainability program enables the industry to set and achieve measurable sustainability targets that respect the environment and serve local communities more effectively. Origin Green collaborates with over 55,000 farms and 324 leading Irish food and drink companies to prove and improve the sustainability of the food they produce to meet the evolving needs of global customers and consumers. As we enter the final decade of delivering on the UN Sustainable Development Goals, the global food and drink sector is facing unprecedented reputational, regulatory and market pressures to reduce its environmental and social impact, as well as to develop innovative solutions to increasingly complex consumer demand.

This growing interest in healthy and organic foods to boost immunity along with safely packaged food means Saudi consumers are now more inclined to purchase from a wellknown brand where the origin can be traced.

We think we know a thing or two about food and its production — agri-food is Ireland’s oldest and largest indigenous industry.

The sector grew substantially over the past decade, with Irish food and drink exports increasing by 60 percent, from €8.9 billion in 2010 to €14.2 billion in 2020. We are also in a lucky position to export 90 percent of the food we produce in Ireland. The increased international demand for Irish produce can be attributed to Ireland’s Food Vision

2030 Strategy which aims for an increase in the value of agri-food exports to €21 billion by 2030, built on sustainable steady value growth. The strategy supports indigenous companies to establish an integrated food systems approach to food and health policy, with continued world-class standards in food safety, animal health and welfare, and increased value-addition.

With the world’s population growing exponentially each year, global demand for high quality food is increasing, and the Irish agri-food sector is well placed to play a role in meeting this demand.

Ireland recognizes that future food production systems must be as focused on managing and sustaining our natural resources as they are on increasing production. We are taking the lead on ensuring sustainable practices in food production, which supports this fundamental shift in global food consumption behaviors.

We believe that there is a worldwide responsibility today for food and drink companies to support what consumers ultimately value, taking care of themselves, their community, the environment and the planet.