Part of the organisation's work is "promoting better ways of producing, by innovation and setting 'best practice' standards".
According to the 2010 report Pathways for Growth, published by Bord Bia, Ireland should:"adopt a strategy of developing a world-class agricultural industry by 2016 and set itself the goal of becoming the most efficient, most highly innovative food and drink country in the world.
"[1][needs update]Bord Bia acts as a link between Irish producers and their customers worldwide.
In 2008, Bord Bia received 30 million euros for an advertising campaign in the period 2008–2013.
[6] In May 2011, Bord Bia published their goal of increasing food exports by 40% in 2020 compared with the 2010 level.