Bord Bia operates a global network of 14 overseas offices dedicated to the promotion and trade development of Irish food, drink, and horticulture.

In this article, we talk to William McGrath, Bord Bia Nordic Market Manager about the demand for Irish food and drink across the Nordics.

What is your role in Bord Bia?

I’m the Bord Bia market manager for the Nordic region. Our office is based in Stockholm, Sweden and we cover Sweden, Denmark, Norway and Finland.

We support Irish client companies who are looking to enter the market by building customers relationships, sharing market insights and carrying out bespoke market activations to build the reputation of Irish food and drink across the Nordics.

What led you to work with Bord Bia in Stockholm?

I grew up on a beef farm in west Co. Tipperary and then studied Food and Agribusiness Management in University College Dublin (UCD).

After graduating, I got a place on the Bord Bia International Graduate programme which took me to Stockholm.

After several years working across Scandinavia and Ireland, when the opportunity came up to lead the Bord Bia office in the region, I was delighted to take it.

What are the main Irish exports to the Nordics and how is the market performing?

Beef and lamb are the main exports, with Sweden and Denmark being the largest markets in the region.

Sweden purchased just over 25,700t of Irish beef and 4,200t of Irish lamb in 2024. Denmark purchased over 5,000t of Irish beef and 1,200t of Irish lamb last year.

The market has been performing steadily in the past number of years.

We have started to see a shift in the market towards the premiumisation of Irish beef, and this can be seen in pricing of cuts at retailer level.

Are there any challenges in promoting and growing the market for Irish meat and dairy in the Nordics?

One of the biggest challenges we are currently seeing is the trend of localism in the market.

Consumers are encouraged to support local producers and businesses by buying Nordic products, however Sweden is only 60% self-sufficient in beef, which presents a significant opportunity for Irish producers. 

Denmark, Sweden and Finland are large dairy producing countries, so opportunities are mainly in innovation products that are not readily available in the market.

What does a typical day look like for you?

Thankfully, everyday is different. We could spend a Monday on a retail store audit, Tuesday in customer meetings, Wednesday at an in-store sampling, Thursday at a foodservice activation, and Friday catching up on some paperwork in the office. 

We are also very excited to be welcoming a new Market Specialist position to the region in early 2026, which will allow us to increase the scope of our work across sectors and develop more relationships with customers and partners that are working in the region.

From your perspective, why is having a physical Bord Bia presence in the Nordics so important for Irish exporters?

The Nordic market is the fifth largest export destination for Irish food and drink exports within the EU.

It is very important for Bord Bia to have a presence in the market to develop relationships with local stakeholders and to understand market and consumer trends in the Nordics.

What’s a project or achievement in your role that you are particularly proud of – and why?

One achievement that really stands out is getting the Bord Bia Quality Mark on pack in Swedish retailers.

This has allowed Bord Bia the opportunity to build the reputation and perception of Irish beef among consumers in Sweden.