RP6: Market Opportunities

Pillar 6: Market Opportunities

To support growth strategies, the meat industry needs to identify new market opportunities. The MTI approach will be to identify, assess and prioritise market opportunities for beef and sheep meat (including new products, new markets, new customers and new value streams) with continuous insight generation. Currently, there is inconsistent scientific evidence to support the unique benefits of Irish grass-fed meat, which poses a risk to the sustainable growth, export and value creation potential of the industry. The MTI research plan is to identify biomarkers that will enhance the marketability of Irish grass-fed beef and sheep meat. A range of novel analytical platforms will be developed that can be used by the meat industry to support the nutritional labels for a range of health biomarkers including vitamins, lipids, peptides and antioxidants. All these opportunities will be proposed in response to a defined set of market and technology trends relevant to opportunities in beef and sheep meat markets.

Pillar 6 Programme Lead

Dr Maeve Henchion

Dr Maeve Henchion is a Principcal Investigator based in the Teagasc Research Centre, Ashtown, Dublin and is Head of the Department of Agrifood Business and Spatial Analysis. Her research interests span the supply chain and usually operate at the interface between social science and technical science. This includes food innovation, sustainable food production and consumption, consumer and industry acceptance of novel food technologies, food quality and strategic food marketing. Maeve is currently involved in two H2020 funded projects, CommBeBiz and CASA. CommBeBiz aims to communicate and bridge bioeconomy research towards business opportunities and CASA focuses on developing a consolidated research agenda for agriculture and the wider bioeconomy in Europe.
Maeve was also Principal Investigator on Bio-Eire, results of which are currently being used to help shape the National Bioeconomy Policy Statement for Ireland, funded by the Department of Agriculture, Food and the Marine. In addition Maeve is involved in numerous collaborations both nationally and internationally