Bord Bia has announced Christine Farrell as the new drinks specialist for the US and Canada.

The new appointment will focus on the expansion of the drinks sector to Canada.

The announcement was made today (Thursday, April 30) during Bord Bia’s market study visit to Canada.

This trip involves a programme of market immersion that includes hosting 10 Irish food and drink companies for the first time at the SIAL Canada trade show in Montreal this week.

Christine Farrell will be based in Bord Bia’s New York office, where she will support the "continued growth and development of Irish drinks exports" across the US and Canada.

Farrell previously worked as the strategic projects manager for Bord Bia in Dublin, where she played a "central part in implementing Bord Bia’s strategy and planning structures".

Henry Horkan, Bord Bia’s North America manager, said: “Christine brings a wealth of organisational experience and sectoral knowledge to the role, alongside a strong strategic and commercial lens that will be invaluable in supporting the continued success of Irish drinks in this region.

"It also forms an important part of Bord Bia’s global market diversification strategy for the Irish food and drink industry."

Trade

Horkan said that Bord Bia is "confident that our market study visit this week with major Canadian customers and distributors will result in business conversion" for Irish food and drink companies in the coming months.

"We are in a very strong position as Ireland is becoming a supplier of choice for Canadian companies who are looking to expand their business with Europe," he said.

"Trade agreements are already in place, relationships have never been stronger, and Irish companies are looking to build on their success in a market that is growing at an exponential rate."

Commercial opportunities

Speaking about her appointment, Christine Farrell said she is "delighted to take up this new role with Bord Bia for the US and Canada during such an important growth period for the Irish drinks sector".

"I look forward to working closely with producers and customers to build to help deliver meaningful commercial opportunities for Irish drinks businesses in these two markets," she added.

Farrell hails from Clontarf in Co. Dublin and holds a Bachelor of Business Studies with a specialism in marketing from Dublin City University.

During her time in Bord Bia, she also completed a three-month secondment in Canada working on Bord Bia’s market insights, strengthening customer and client engagement, and delivering commercially impactful supports for Irish food and drink exporters. 

Exports to Canada

Irish food and drink exports to Canada were worth €164 million in 2025.

Of total Irish food and drink exports to the Canadian market, drinks exports are valued at €91 million. 

During the market study visit to Toronto and Montreal, Bord Bia is engaging in meetings with both retail and foodservice customers and distributors of Irish meat, seafood, dairy, and prepared consumer foods.

It is also bringing Irish companies to visit major supermarket chains to deepen their knowledge of the Canadian retail landscape.