Exports of Irish food and drink to Britain in the first quarter of this year were up 5 per cent on the same period last year, according to Bord Bia, the food board.

Bord Bia also reports an increase of almost one-third in buyer satisfaction with the quality of Irish food products by British retail and catering buyers, compared with four years ago. Overall, 89 per cent of buyers were satisfied that Irish food was good quality, compared with 62 per cent in 1996.

When buyers from the top 40 British companies in the food sector were surveyed on the particular advantages of Irish food, 40 per cent said quality was the most important reason for buying Irish products, 35 per cent cited competitive prices and 17 per cent placed unique products at the top of their list.

Catering buyers are somewhat more price-sensitive than retail buyers. This highlights the importance of ensuring that the marketing strategies used to develop the different sectors of the food industry recognise and deal with the difference between the two sets of buyers, according to Bord Bia.

The board's chief executive, Mr Michael Duffy, said yesterday that while Irish companies were still rated well on price competitiveness, this focus on competitiveness must continue.

Britain is Ireland's single largest market for food and drink, accounting for £1.5 billion of the £5.2 billion of exports in 1999.