Bord Bia’s Sean Deane on brands, beef and Busted

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Sean Deane Bord Bia

Name: Sean Deane

Job title: UK market specialist – meat & organics

Company: Bord Bia

What was your first job? Pulling pints in my hometown in the west of Ireland. It taught me the basics of hospitality, remembering names, reading the room and keeping glasses spotless even when you thought you were done.

Those lessons stayed with me as my career took me from working in Belgium to launching Jameson in the West African market, to representing Irish food and drink in the US, and now to London. It all started behind that bar, learning how good service and genuine connection go a long way, no matter where you are.

What’s been your worst job interview? None spring to mind, which I’m taking as a sign that either they went well, or I’ve successfully convinced myself they did. Let’s keep it that way!

What was the first music single you bought? I honestly can’t remember, which probably means it was something I’d rather forget. I’m fairly sure McFly or Busted were involved in the early days. Thankfully, my music taste has matured a bit since then, these days it’s more Bakar, Pale Jay and Kofi Stone than ‘Year 3000’.

“I’m in the business of turning great Irish food into great stories”

How do you describe your job to your friends? I tell them I help make sure Irish beef has the reputation it deserves, working with supermarkets, chefs and brands to keep it front of mind (and on the best menus) across the UK. Basically, I’m in the business of turning great Irish food into great stories.

What is the most rewarding part of your job? Seeing Irish producers and chefs recognised for the craft and care that goes into what they do, especially when a campaign or activation shifts perception and drives real growth. It’s proof that storytelling and substance go hand in hand.

What is the least rewarding part? A toss-up between watching a great creative idea get parked “for next year” because we can’t fit it in among all the other good stuff and sitting in back-to-back Teams calls. Thankfully, neither happens too often.

What is your motto in life? Everything works out in the end and the bad moments always pass.

Source: Bord Bia

If you were allowed one dream perk, what would it be? A Bord Bia test kitchen in London – part workspace, part chef hangout and part after-hours supper club. It would be a space to experiment with new ideas, host tastings and bring the Irish food story to life in a more hands-on way. I’d probably never leave.

Do you have any phobias? Not a real phobia, but I can’t stand olives. I’ve tried to like them. I’ve failed.

If you could change one thing in grocery, what would it be? More collaboration between brands, retailers and producers so that sustainable food becomes the norm, not the premium option.

What luxury would you have on a desert island? I should probably say one of my favourite foods, but I’d go for a record player and a few vinyls instead. Don’t ask me which ones though, that could take a while to decide.

What animal most reflects your personality? A goldfish, mostly calm and curious, but with a memory so short I can walk into a room and forget why I’m there.

What’s your favourite film and why? I wouldn’t say I have one clear favourite, but in the spirit of food, I’ll go with The Founder. It’s sharp, layered and slightly uncomfortable – a perfect reminder of how ideas can inspire or consume you. Plus, the soundtrack is brilliant.

What has been the most embarrassing moment in your life? There are probably several, but thankfully my goldfish memory has done me a favour and wiped them clean. Best not to go digging!

Which celebrity would you most like to work with and why? It’s a toss-up between Loyle Carner and Action Bronson. I’ve always liked Loyle’s music and how he brings creativity and emotion together, plus, he’s a big food lover, which always comes through in how he talks about life and culture. Action Bronson’s a different kind of energy altogether, but I love his passion for food and flavour.

They both strike me as people who genuinely care about what they do, and that’s the kind of energy I like working around.

What would your death row meal be? I’d start with a pint and a few oysters from the west coast of Ireland, followed by Irish organic salmon with potatoes and sea herbs. Then a ribeye steak, cooked medium-rare, from grass-fed Irish cattle.

I’d skip dessert and finish with a few Irish farmhouse cheeses and a glass of good Irish whiskey. I think it’s fair to say I’m a big fan of the people across Ireland who work so hard to produce such great food.