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Dáil Éireann debate -
Wednesday, 3 May 1989

Vol. 389 No. 5

Written Answers. - Selling of Irish Produce Abroad.

32.

asked the Minister for Industry and Commerce if his attention has been drawn to proposals which have suggested that a single and comprehensive Irish brand name should be evolved in order to provide for the co-ordinated and unified selling of Irish produce abroad; if, in respect of such proposals, he will indicate (1) the steps which have been undertaken by his Department (2) if a working party has been established (3) the terms of reference of the working party (4) whether outside consultants will be employed to advise on the formulation and preparation of such a special brand name; and if he will make a statement on the matter.

I am not aware of the proposals referred to by the Deputy. If, however, he would provide more specific details, I will look into the matter further.

There are, however, some points I should wish to make on the subject of Irish brand names.

In certain product sectors, particularly in the fashion and food sectors, the adoption of a distinctive product brand can be a major factor in gaining export markets and already several Irish brands have achieved international recognition.

Through their various services to exporters, CTT advise and assist exporting firms to develop overseas markets. In performing this function, CTT will give assistance to firms wishing to consider the branded option as a route to developing new exports.

In 1988 CTT launched the "Food Ireland" logo as an umbrella type graphic symbol relating to all Irish food sectors. The symbol projects Ireland as a modern food producer with a clean and green environment. The logo is used in advertising and certain PR activities targeted at trade buyers; it is not a brand concept, which would be directed at consumers.

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