Bord Bia appoints Christine Farrell as drinks specialist for US and Canada

The new appointment will focus on the expansion of the drinks sector to Canada

Bord Bia has appointed Christine Farrell as the new drinks specialist for the US and Canada.

The new appointment will focus on the expansion of the drinks sector to Canada, a key priority market within the drinks sector for Bord Bia.

Farrell will be based in Bord Bia’s New York office, where she will support the continued growth and development of Irish drinks exports across the US and Canada.

She previously worked as Bord Bia’s strategic projects manager for Bord Bia in Dublin, where she played a central part in implementing Bord Bia’s strategy and planning structures.

During her time in Bord Bia, she also completed a three-month secondment in Canada, working on Bord Bia’s market insights, strengthening customer and client engagement, and delivering commercially impactful supports for Irish food and drink exporters.

Henry Horkan, Bord Bia’s North America manager, said: “Christine [Farrell] brings a wealth of organisational experience and sectoral knowledge to the role, alongside a strong strategic and commercial lens that will be invaluable in supporting the continued success of Irish drinks in this region.

“Canada has been identified as a strategically important market for Ireland, particularly for Irish drinks. It also forms an important part of Bord Bia’s global market diversification strategy for the Irish food and drink industry.”

“We are confident that our market study visit this week with major Canadian customers and distributors will result in business conversion for Irish food and drink companies in the coming months.

“We are in a very strong position as Ireland is becoming a supplier of choice for Canadian companies who are looking to expand their business with Europe.

“Trade agreements are already in place, relationships have never been stronger, and Irish companies are looking to build on their success in a market that is growing at an exponential rate.”

Bord Bia noted that Irish food and drink exports to Canada were worth €164 million in 2025.

Of total Irish food and drink exports to the Canadian market, drinks exports are valued at €91 million, it added.

During a recent market study visit to Toronto and Montreal, Bord Bia engaged in meetings with both retail and foodservice customers and distributors of Irish meat, seafood, dairy and prepared consumer foods.

It highlighted that it is actively bringing Irish companies to major visit supermarket chains to deepen knowledge of the Canadian retail landscape. 

Farrell hails from Clontarf in Dublin and holds a Bachelor of Business Studies with a specialism in marketing from Dublin City University.

Speaking about her appointment, Farrell, said: “I am delighted to take up this new role with Bord Bia for the US and Canada during such an important growth period for the Irish drinks sector.

“I look forward to working closely with producers and customers to build to help deliver meaningful commercial opportunities for Irish drinks businesses in these two markets.”