Irish Grass-Fed Beef Officially Enters the Vietnamese Premium Market

On October 5th, the Irish Food Board (Bord Bia) officially introduced Irish grass-fed beef in Ho Chi Minh City. This milestone follows Vietnam's market opening for Irish beef imports starting January 2026. This event not only creates room for agricultural trade growth between the two nations but also meets the increasing demand from Vietnamese consumers for premium quality beef products.

Mr. Ronan Cunniffe, Deputy Ambassador of Ireland to Vietnam, stated: 'Opening the Vietnamese market to Irish beef marks a new chapter in agricultural and food trade relations between our two countries.' According to Bord Bia, Ireland’s beef export turnover reached approximately 3.4 billion euros in 2025, a 24% increase year-on-year. Exports of beef by-products also reached 155 million euros, up 12%.

Within this strategic cooperation, John Stone Fine Foods—a company with 60 years of expertise—has officially distributed its grass-fed and dry-aged beef products in Vietnam through its partner, Passion Gourmet Foods. These products target the premium segment, specifically high-end hotels and restaurants, with 'kitchen-ready' formats that streamline preparation and cost management for professional kitchens.

During the launch event, Irish beef was showcased by chefs incorporating local Vietnamese ingredients such as 'mac khen' (wild pepper), pickled eggplant, and 'cham cheo' sauce, creating a unique fusion between European culinary techniques and traditional Asian flavors.

Beyond quality, traceability is a key competitive advantage for Irish beef. Through the 'Origin Green' program—Ireland's national sustainability scheme—the entire production process is strictly monitored regarding animal welfare and carbon footprint reduction. Ms. Lorna Allen, Director of Southeast Asia for Bord Bia, affirmed that Vietnam is a key market due to the growing trend of sophisticated consumption, prioritizing provenance and food safety.