Ms Sinéad McPhillips:

Traditionally, as economies become successful, they increase their consumption of animal-based protein. Diets tend to be plant-based when economies are operating at lower levels. In China, the average consumption of beef is between 5 kg and 6 kg per person per year. The level of consumption in Ireland is 19 kg per person. China has a population of 1 billion so there is a huge growth opportunity for us even if the Chinese were only to eat a little bit more beef annually.