'Origin Green is what makes us proud of Irish beef'

Interview with Joe Moore, Bord Bia East Asia manager

Nation-led sustainability regime 'Origin Green'

Bord Bia and independent audits boost credibility

Korea entry in 2024, market foothold expanding — 'galbi demand rising'

Joe Moore, East Asia global business development manager at Bord Bia [Bord Bia]

"Europe has a strong interest in sustainable systems in the meat industry. But no other country has a national-level program that covers the entire supply chain the way Ireland's Origin Green does. That is why we take such pride in Irish beef."

Joe Moore, East Asia global business development manager at Ireland's food promotion agency Bord Bia, made the remarks in an interview June 11 at KINTEX exhibition center in Ilsan, Goyang, Gyeonggi Province. Bord Bia participated in the 2026 Seoul International Food Industry Exhibition, which ran from June 9 through June 12.

Origin Green, which Moore highlighted, is a national food sustainability program operated by the Irish government. "It covers water usage, electricity consumption, gas emissions and social sustainability," he said. More than 95 percent of all cattle shipped from Ireland are currently raised on farms certified under the SBLAS — the Sustainable Beef and Lamb Assurance Scheme.

"All the data is reviewed transparently by independent auditors, which gives the program a high level of credibility," he added. Sustainability production plans submitted by Bord Bia-approved companies are audited by third-party bodies, which determine whether they pass. Some 120,000 small farms currently undergo audits every 18 months.

Moore named quality, alongside the sustainability regime, as a core competitive strength of Irish beef — quality that stems from a grass-fed production system. "The maritime climate is ideal for grass growth, and cattle graze freely outdoors for an average of more than 233 days a year," he said. "When you raise cattle happily, healthy and delicious beef follows naturally."

Ireland also employs a paddock system, in which pastureland is divided into sections for rotational grazing. "It is recognized as a systematic production method that maintains the recovery and productivity of grassland," Moore said. "This nature-friendly production environment contributes to well-balanced marbling, tender texture and rich flavor."

About 90 percent of the beef produced is exported, with the United Kingdom as the top destination. Korea opened its market to Irish beef imports in 2024, marking the start of a full-scale entry. Exports to Korea reached approximately 370,000 kilograms in 2025, a 1,064 percent increase from the previous year. The focus at present is on business-to-business trade.

"We have been expanding our market foothold in Korea rapidly since entry," Moore said. "Korean consumers will get to experience the distinct taste of Irish beef as a new imported-beef option."

Beyond steaks, Moore sees strong potential for Irish beef in hansik, or Korean cuisine. Galbi, or short-rib dishes, are particularly in demand in Korea. "We recently worked with Chef Raymon Kim to make galbijjim with Irish beef, and it turned out great," he said. "It also pairs well with Korean dishes like bulgogi, yukjeon and yukgaejang."

"The Irish and Korean governments are continuing various forms of cooperation on food exports," Moore said. "We are mapping out a long-term strategy — including supply chain expansion — to make Irish beef more accessible to Korean consumers."

gorgeous@heraldcorp.com