Vol. 429 No. 5
9 Mr. J. Higgins asked the Minister for Tourism and Trade if consideration has been given to the possibility of enhancing the purchase of Irish made goods by encouraging the use of Irish language brand names; and if he will make a statement on the matter.
Decisions on brand names and on advertising strategies for domestic and overseas markets are made by Irish manufacturers on a commercial basis. Branding decisions are based on the results of detailed research on consumer attitudes to potential brand names.
The recent increase in the use of Irish language brand names, within the home market, reflects the positive response from consumer surveys to this branding concept in relation to certain product sectors particularly fashion and food.
An Bord Tráchtála expects this trend to continue, especially in relation to natural resource-based products, an area in which Irish producers have a potentially significant competitive advantage because of Ireland's favourable `green' image.
The extensive services and expertise of An Bord Tráchtála are available to firms wishing to consider this particular branded option as a means of increasing their market share.
I am glad the Minister endorses the idea of using Irish language brand names. However, I can think of very few Irish language brand names or descriptions. Would the Minister agree that direct contact should be made with firms in order to point out to them the advantages to be gained having regard to the fact that an Irish language brand name or description can heighten one's awareness and create a feeling of guilt in the consumer in that one is unable to pass an Irish brand product? Fiacla, the Irish toothpaste, has proved to be far more commercially attractive by virtue of the fact that it is an Irish brand name. The same is true of Madra, the Irish petfood product. In relation to product promotion Irish brand names such as these mean more than slogans or cliches.
I agree with much of what the Deputy said but this is a matter for consideration by the companies concerned. The Deputy mentioned one product which has proved to be a great success. Market research shows that when people see the name they are conscious it is an Irish product. Companies are taking this into account. I should point out, however, that the Government is precluded because of a decision taken by the European Community in 1982 from launching a "Buy Irish" campaign. However, we have been using the "Food Ireland" slogan for some time. Companies should be conscious of the matters the Deputy has raised because those using brand names have had considerable success. It is our information that a number of other companies are thinking along those lines. This State, and its agencies, are precluded under EC law from grant-aiding any such projects. An Bord Tráchtála is conscious of this and companies should also take cognisance of the fact that those companies which use brand names have done very well.
Does the Minister agree that the use of brand names in the Irish language has a particular attraction in countries with a high ethnic Irish population such as America, Australia and England? Does he also agree that he should request Bord Fáilte to explore Deputy Jim Higgins's proposal to see if it is feasible?
This is a matter for the individual companies concerned; as I pointed out to Deputy Higgins, the evidence suggests that this is where companies may achieve growth. I do not have empirical evidence to back up this claim but I imagine that companies could penetrate the markets to which he referred.
However, the State either directly or through its main agent, An Bord Tráchtála, would not be able to grant-aid activities in that regard. We are precluded by EC legislation from running "Buy Irish" campaigns or any other particularly Irish campaigns.
I realise the question relates to brand names. However, will the Minister agree that where the Irish language has been used on radio and television to advertise products it has been used very skillfully and has not inhibited the purchase of products? Will the Minister also agree that there is a great deal of value in marketing Irish products in both Irish and English and that the commercial organisations involved in marketing have a role to play in this regard?
I agree with the Deputy's point but I am sure that people in the marketplace are also well aware of it because the organisations who have done this have been very successful. It is not possible, however, for An Bord Tráchtála to specifically grant-aid such firms to promote that type of advertising. It behoves everyone in Ireland to take this into account when purchasing goods. I am sure the people in the marketplace are well aware of it and I hope they will become increasingly aware of it.
Will it be possible for the Department and the grant-aiding bodies to promote overseas sales of Irish products around St. Patrick's Day, as we export our Ministers around that time, as it might boost our exports? I heard stories that in Australia bags of crisps were selling for £1 each around St. Patrick's Day. Surely one can find ways around the EC restrictions by using occasions like St. Patrick's Day to boost our exports?
I am sure companies will find ways around this, just as people find ways around our tax laws, but the Deputy hardly expects a Government Minister to start suggesting ideas of how they should do it.
