Thomas P. Broughan
Question:25 Mr. Broughan asked the Minister for Agriculture and Food the plans he and his Department have to promote the sale of beef as a specialist product; and if he will make a statement on the matter. [9163/04]
View answerWednesday, 24 March 2004
Questions (26)
Written answers
I have availed of every opportunity to promote sales of Irish beef in the context of supporting promotional events organised by Bord Bia, by assisting the industry to establish new markets and by consolidating our presence in existing markets. I am also engaged in ongoing efforts to reopen traditional markets for Irish beef and secure access to third country markets.
Bord Bia implements a wide range of specialist marketing and promotion activities to enhance Ireland's reputation as a quality beef producer. Activities are focused on building consumer awareness of Irish beef at retail and food service level. In 2004, Bord Bia will undertake an intensive marketing campaign to attract new retail customers in France, Italy and Scandinavia. A marketing innovation programme will be established to assist the industry in moving up the value added chain. Bord Bia plans to establish a series of chef's Irish beef clubs in the United Kingdom, Italy and the Netherlands to enhance the brand image of Irish beef. A European meat forum is planned for Dublin in May 2004 to demonstrate the capability of the Irish meat industry, including the beef sector.
Irish beef exports reached record levels in 2003 as the industry exported 500,000 tonnes of beef valued at €1.28 billion. Exports to EU markets increased by 30% to 150,000 tonnes, as the industry took advantage of the resurgence in consumption in continental EU markets.