From Cahir to China: Bord Bia appoints Tipperary's Sinéad Kennedy as new China Manager

Bord Bia (The Irish Food Board) has announced the appointment of Sinéad Kennedy as its new China Manager.

A native of Cahir, Co. Tipperary, Sinéad joins Bord Bia’s Global Business Development team in Shanghai, where she will lead a team of five and oversee the implementation of Bord Bia’s strategy for dairy, seafood, drinks, prepared consumer foods, and meat exports in the Chinese market.

It is a busy start to her new role, as Sinéad prepares to welcome an Irish agri-food trade mission to China next week, led by Minister of State at the Department of Agriculture, Food and the Marine, Timmy Dooley T.D.

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Fiona O’Shaughnessy, Bord Bia’s Global Business Development Director for Africa, Asia and the Middle East, said: “We are delighted to announce Sinéad Kennedy’s appointment as Bord Bia’s new China Manager. Sinéad brings a strong track record in market development and strategic insight, having worked most recently as Bord Bia Market Specialist for Meat and Seafood in Southeast Asia.

Her experience and deep understanding of customer needs will be invaluable as Bord Bia continues to strengthen Ireland’s position in China — a priority market for our agri-food exports. It’s a busy and exciting start to her new role, as Sinéad prepares to welcome next week’s Irish agri-food trade mission to China, where she will play a key role in supporting Irish companies and deepening engagement with Chinese partners”

Sinéad Kennedy said:

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“I am excited to help Irish food and drink companies exporting to China to realise future growth opportunities. Ireland is in a strong position to compete and supply China’s evolving consumer requirements.

I’m looking forward to focusing on dairy proteins, high-value seafood, and segments of the meat and alcohol categories where demand continues to grow and Irish producers can add real value and variety for Chinese buyers.”

Sinéad spent six years in Singapore prior to this appointment. Before joining Bord Bia, she worked as Sales Manager for Asia at Premier Brands International, a consolidation and brand management company, and previously as Key Account Manager for Asia at the vertical farming start-up Unfold.

Her predecessor, Conor O’Sullivan, was recently appointed Bord Bia UK Manager, leading Bord Bia’s London team.

In 2024, Irish food and drink exports to Greater China (Mainland China, Taiwan, Hong Kong, and Macau) were valued at €576.5 million, primarily driven by dairy and pigmeat exports.