Note: This interview was conducted prior to the US-Israel strikes on Iran. Bord Bia’s Dubai team is following the advice of the Department of Foreign Affairs, by sheltering in place, while working from home. Their safety is a priority for Bord Bia. 

In this article, we meet with Kieran Fitzgerald, who is Bord Bia market manager for the Middle East, Africa, and India.

What is your role in Bord Bia?

I am the Bord Bia market manager for the Middle East, as well as all of Africa and India.

I’m based in Dubai, where Bord Bia has a small team, consisting of a market specialist, Marian O’Higgins, and Sarah O'Tighearnaigh, who is undertaking the Bord Bia International Graduate programme.

We also have two participants in Bord Bia’s Marketing Fellowship, and a very strong alumni network from Bord Bia’s Talent Academy programmes working for clients and local customers.

Can you tell us a bit about your career journey / background so far and what led you to work with Bord Bia?

I worked a lot of hospitality jobs in Ireland, US, and Australia while I was in school and college.

After completing a Masters in Marketing, I first went into finance with Merrill Lynch in Dublin, where I learned a lot about international markets.

But I had itchy feet and before long found myself on the edge of the Tibetan Himalayan Plateau developing sustainable tourism strategies for a Chinese National Park for over five years.

I then returned home to Ireland where I worked for a tech start up initially before I was developing grant schemes with Fáilte Ireland.

In 2016 Bord Bia were looking for a fluent Chinese speaker for the Shanghai office to manage EU Programmes across Asia and that’s how my journey in Bord Bia started.

How important is the Middle East market for Irish food and drink exports?

From the Bord Bia Dubai office, I am responsible for managing the Middle East, Africa and India, a region that is home to 42% of the world’s population.

Irish exports to that region in 2025 were €1.37bn.

Focusing on the Middle East, it was Ireland’s sixth largest food and drink export market last year. Exports were valued at €370.5 million in 2025, up 11% on 2024.

The UAE and Saudi Arabia are key markets in the region, accounting for over 56% of this export value.

Growth in the region was largely driven by rising exports of dairy and prepared consumer foods (PCF), which include several well-known Irish brands.

In fact, the UAE has more Irish food and drink brands on its retail shelves than any other export market outside the UK.

In terms of volume, Irish food and drink exports to the Middle East reached 96,838t in 2025. We expect both value and volume growth over the next two years.

What are the biggest opportunities for Irish food and drink in the Middle East right now?

Our priority is to move Irish products into higher value categories.

Dairy is Ireland’s biggest export category in the Middle East and Africa.

Bord Bia is currently conducting a piece of research to identify where the opportunities lie for higher value ingredients.

Therefore, volumes might not change significantly but the hope is that the value will.

Dubai has seen a significant influx of new residents and increased tourist numbers over the past five years. As a result, the high-end food service market is growing.

Cities like Dubai, Abu Dhabi, and Doha offer high value markets for steak cuts and we expect to see significant growth in 2026 and beyond.

To capitalise on these opportunities, Bord Bia works closely with leading chefs through the Chefs’ Irish Beef Club.

The Club has three members in the UAE who act as influential ambassadors for Irish beef within the region’s top restaurants. They meet regularly to collaborate and share insights, and Bord Bia organises visits to Irish farms every two years.

Looking ahead, Saudi Arabia is expected to continue growing and opening up, with major events such as the EXPO, the Asian Winter Games, and the FIFA World Cup planned over the next decade.

Are there challenges for Irish exporters wishing to do business in the region?

Doing business in the region is relatively accessible for Irish exporters, thanks to long-established connections, a strong Irish presence in the region, and the support of both Bord Bia Dubai and Enterprise Ireland.  

There are over 14,000 Irish citizens officially resident in the UAE, making it one of the largest Irish expatriate populations outside the more common diaspora regions.

There is a significant Irish influence in dairy production across the region, particularly with Almarai in Saudi, as well as Al Ain in UAE, and Al Muhdish in Oman.

Bord Bia has placed two Origin Green ambassadors with Almarai, one of the largest food and drink companies in the region, which have resulted in strengthened relationships between Almarai and its Irish suppliers.

Dubai Duty Free, a key buyer of Irish drinks in the region, has deep Irish connections. It was established in 1983 by a consultancy team from Aer Rianta, including Colm McLoughlin, who would go on to lead Dubai Duty Free for more than 40 years.

The UAE has several Irish-focused business networks, including the Irish Business Network in Dubai and the Irish Business Council in Abu Dhabi, which connect professionals and companies across sectors.

In addition, the Arab-Irish Chamber of Commerce provides networking and trade opportunities for Irish professionals in the region.

These Irish connections, supported by Bord Bia’s office is Dubai, means there are significant supports available for Irish exporters wishing to target the region.