Bord Bia appoints Conor O’Sullivan as UK Market Manager

Ireland’s Food Board, Bord Bia, has appointed Conor O’Sullivan to the role of UK market manager.

Bringing over a decade of international experience to the role, having most recently served as Bord Bia’s China market manager, O’Sullivan will be responsible for leading global business initiatives in the UK. 

O’Sullivan began his career in Beijing as a graduate trainee with Enterprise Ireland, the country’s government agency responsible for the development of Irish enterprises overseas.

In 2016 he joined Bord Bia as a market specialist in Shanghai where he helped launch Irish beef in China and promoted Irish pig meat. Four years later, he was promoted to China market manager where he led Bord Bia’s team in Shanghai to devise market strategies, enhancing trade and consumer insights.

Speaking about his new role, O’Sullivan said: “I’m thrilled to be joining the Bord Bia team in London at such a critical time for Irish food and drink exports. Over the last decade, it’s been immensely rewarding to play a part in the growth of Ireland’s incredible food and drink industry in Asia. I’m excited to continue doing so in Ireland’s largest export market.

“The UK and Irish food and drink industries share an unparalleled level of interconnectivity. I look forward to supporting even closer collaboration with our retail, foodservice, manufacturing, and wholesale partners across the UK, leveraging Ireland’s expertise and to drive progress in key areas such as sustainability, supply chain resilience, nutrition and innovation.”

The UK remains Ireland’s largest export destination for food and drink, accounting for over 30% of total exports and worth £5.1 billion in 2024, a 9% increase from 2023.

Commenting on the appointment, Shane Hamill, director of global business development at Bord Bia, said that O’Sullivan has shown “exceptional leadership and strategic insight” while working in China and helped keep Bord Bia “relevant and impactful” in the Asian market.

He added: “In the UK, Conor will safeguard Ireland’s global reputation and competitive advantage as a producer of quality sustainable food, utilising our pioneering food and drink sustainability programme - Origin Green. I’m confident that his experience and energy will bring fresh momentum to our work in the region.”