I welcome this Bill in that its intention is to reassure consumers with respect to the safety and quality of beef, and in so doing, to enhance and strength of the beef industry as a whole. For many years the beef industry was in a strong position, obtaining prices close to 90% of the EU price on the European market and moving away from an over reliance on the lower end of the economic scale in third world markets. However, the arrival of BSE in early 1996 was to dramatically change this. A certain fear of beef was propagated across the markets and Ireland, despite the fact that it had a very low level of BSE cases, witnessed a rapid decrease in demand for its beef product and some countries banned Irish beef.
Consumer confidence was undermined, prices hit rock bottom and the agricultural community took a severe battering, the effects of which are still visible today. Certain measures were taken at local and European level. The EU sought to expand its control and inspection services in the food, veterinary and plant health sectors and a system was put in place to provide early warning of food safety alerts. However this system needs to be modified.
The Government established the Food Safety Authority of Ireland. This body was tasked with protecting consumer health by ensuring that our home produced food products meet the highest standards in hygiene and safety. With regard to the beef sector, the regulations on animal identification and movements were strengthened. In addition, there was a commitment in Partnership 2000 to develop a national beef assurance scheme which would promote the quality and safety of Irish beef, the main element of which would be the provision of a comprehensive animal identification and tracing system. This is the basis of the Bill before the House.
The concept of traceability is the most important aspect of this industry. It is accepted by virtually all elements in the trade that traceability is central to the success of any assurance scheme. Most butchers have penned their own information on the counter front, to ensure customers can be satisfied as to the origin of the beef they are about to buy.
One of the main complaints from the agricultural community is the increased bureaucracy and red tape with which they must become involved. While I agree there is a proliferation of paperwork, certain measures must be implemented and adhered to, in order to guarantee the quality of beef. In May 1999, Deputy Connaughton produced Fine Gael's proposals for profitability in beef production entitled "Beefing up the Future". I shall refer briefly to some of the excellent proposals in that document. If these measures were to be implemented, I have every confidence the beef industry would not only return to the pre-1996 position but would improve from the pre-BSE position.
The conformation of our cattle is crucial and this can only come from a proper breeding policy. Some 80% of Irish suckler farmers have less than 20 cows and as they generally cannot afford to buy a bull, they use AI stations, which favour bulls which can facilitate calving. In an industry that is very definitely driven by quality, this can no longer be the principal factor. A quality animal is crucial for the future of the sector – as you sow so shall you reap. It is estimated that an improved cattle quality would bring a breeding dividend of £30 million for the beef and dairying industries.
I welcome the establishment of the Irish Cattle Breeding Federation which has taken over responsibility for cattle breeding affairs from the Department of Agriculture, Food and Rural Development. However, funding for this body needs to be brought into line and the charges, certainly in the initiation period, should not be imposed on the producers. This new body, in conjunction with Teagasc, should develop and implement a breeding education programme, designed to give producers a more scientific approach to breeding. A greater role will have to be found for the bull testing facility at Tully, County Kildare. We should look at the concept of producing beef for a definite market and if a variation is desirable we should ensure its creation.
When we get the product right we have to be able to market it. We have to be open to the opportunity of new markets as the globe becomes one's local shopping store, and loyalty to brand and country of origin can no longer compete with quality and price. For too long, certain meat processors have been allowed to control and dominate the marketing of the vital sector.
Export credit has often been a more important factor than a quality market. We have to face up to the fact that a great disservice has been done to the industry and shaking off some irresponsible works is part of the task. An Bord Bia has to take on this role and lead the way. The Board has identified four target markets which will provide the best returns for the industry, namely, Britain, France, the Netherlands and Italy. Each market will have different product requirements, vis-à-vis consumer attitudes, retailing and the pricing policies.
However, An Bord Bia should not set a line to the markets that may be penetrated. Irish culture has infiltrated the most unique and unusual corridors and it is not unreasonable to assume beef can do likewise. If An Bord Bia can encourage Bono to eat a burger in Botswana or Roy Keane to lower a fillet steak before facing Florentina the sky may become the limit and many small producers could aim for a very specific market. The market vehicle is almost as important as the product.
In his speech the Minister recognised it is now fully accepted that the maintenance and improvement of market position is dependent on meeting consumers' requirements, particularly in relation to food safety. I note that a new so called "designer steak" with guaranteed tenderness and colour characteristics has been produced by manipulating the diet of animals and by using newly developed procedures at meat processing level. Researchers at the National Food Centre and at the Beef Production Research Centre at Grange, have found that cattle finished on a diet of concentrates, produce a more tender beef than that from animals finished on grass alone. Also, it would appear that animals fed on maize silage produce whiter fat than animals fed on grass silage. Consumers in some European markets show a distinct preference for beef with white, rather than cream fat. This is the type of detail that needs to be addressed to ensure we can compete. I realise we are taking some steps but the message and supports have to be put in place for each farmer and the information has to be relayed to that farmer.
Teagasc, as part of the campaign to increase the quantity of beef suitable for European markets, has produced a new suckler cow breeding handbook. The handbook contains comprehensive advice for suckler farmers on the breeding strategies necessary, which, in a nutshell, should exclude dairy genes from the suckler herd. I do not know how comprehensive is this campaign, but it is imperative that the information filters down the line.
One of the main reasons for the drop in beef consumption on the home market has been the advent of fast frozen foods allied to the use of the microwave oven and the decline of the traditional butcher's shop in the face of the superstores, which provide a choice of products that can easily substitute for the traditional meat cut. The temptation to purchase Donegal catch or a pizza as a time saver by those in the many households where all adults work, often wins out. Even if the frozen steak and kidney pie is selected the meat content is far less than the home produced equivalent.
This makes for a glum picture. It is predicted that by 2007, real national farm incomes will be approximately 15% less than they were in 1998. This will represent a drop of almost 10% in the value of agricultural output, although it should be compensated for by an increase in the direct payments. The combined effect of reduced output and lower prices will lead to a drop of approximately 25% in the value of beef output by 2007. While direct payments are welcome in that they relieve hardship, they have eaten at the heart of the agricultural community. Farmers want a fair price for their product and their depth of feeling on this was demonstrated earlier this year. The most unusual aspect of their recent protest was the almost unanimous backing by the urban sector, which has shown a lack of understanding of the agricultural sector over recent decades.
The beef industry needs to be market rather than premium led. In addition to the identification of markets to which I have referred, the live export trade must be promoted. The report of the beef task force failed to adequately address this aspect and the Minister has been silent on the subject. The Department of Foreign Affairs must play a greater role in re-establishing old markets and opening up new ones. The problem of inadequate shipping facilities is also a handicap in this area.
It is no secret that beef producers are losing millions of pounds because of the lower grading results on the national kill. This deterioration in quality is a direct result of a forced change of emphasis by producers to premia farming because of the low return on quality cattle. However, it will be different in the future, with much greater emphasis on quality, and on payment for it. It will be related to the return which producers receive. There has not been any encouragement to produce quality animals, and farmers, like all other groups, will respond to where they can get the best return. This concentration on premia farming did not put any emphasis on what the market required or on the production of quality animals.
The Bill is weak in that it does not include any measures to deal with a proper labelling initiative. While it is good that retailers will be obliged to display a history of the product, the process would be helped by a suitable labelling system. I am not satisfied the Government has given the Bill the high priority it requires. Second Stage commenced last November and in the interim it has been put on the shelf for long periods. However, in so far as it seeks to meet consumer requirements it is welcome.
The Minister said the Bill was discussed extensively with the representatives of the main participants in the scheme, namely the farmers, abattoirs, meat plants, marts and the animal feeding stuffs trade. While concern has been expressed about the scope of the provisions on the cost of compliance with the scheme, the Minister believes these problems vis-à-vis the non-application of the scheme to the retail sector can be addressed by legislation covering food hygiene in that sector. That is a matter for the health boards, but there should be a clearer link between them in the Bill. Following recent events I am sure the Minister will carefully monitor the cost of compliance and where it falls.
I welcome the provision whereby the origin and history of all cattle and beef entering the food chain is to be verified. I hope the Bill will deliver what it sets out to do and that our long held belief in beef, which has taken a hit recently, can be restored and improved. Beef is but one of the many sectors in the agricultural community that is suffering, but the light at the end of the tunnel is the re-examination process that is now taking place. Other sectors to suffer include the sheep industry, and I am aware the Minister has received several submissions on the various measures that need to be implemented to assist sheep farmers. It is imperative he puts as much energy into solving these difficulties as he has into other sectors.