The UK remains Ireland’s largest export destination for food and drink, accounting for over 30% of total exports and worth €5.7 billion (£5.1 billion) in 2024, a 9% increase from 2023.
He began his career in Beijing on Enterprise Ireland’s graduate programme supporting export growth and providing market advisory for Irish SMEs across China. In 2016 he joined Bord Bia as a market specialist in Shanghai where he played a pivotal role in the launch of Irish beef in China and transformed promotional strategies for Irish pigmeat.
In 2020, he was promoted to China market manager where he led Bord Bia's team in Shanghai to devise market strategies, enhancing trade and consumer insights, and executing B2B and B2C campaigns to unlock opportunities and strengthen preference for Irish dairy, meat, seafood, and drinks in China.
Bord Bia works to enhance the reputation of Irish food, drink, and horticulture, to develop markets for Irish suppliers, and to bring the taste of Irish food to more tables worldwide.
Speaking about his new role, O’Sullivan said: "I'm thrilled to be joining the Bord Bia team in London at such a critical time for Irish food and drink exports. Over the last decade, it’s been immensely rewarding to play a part in the growth of Ireland's incredible food and drink industry in Asia. I'm excited to continue doing so in Ireland’s largest export market.
"The UK and Irish food and drink industries share an unparalleled level of interconnectivity. I look forward to supporting even closer collaboration with our retail, foodservice, manufacturing, and wholesale partners across the UK, - leveraging Ireland's expertise and to drive progress in key areas such as sustainability, supply chain resilience, nutrition and innovation.”