Dáil Éireann Debate, Tuesday - 6 July 2004
200 Mr. Durkan asked the Minister for Agriculture and Food the way in which he proposes to enhance the marketing of Irish beef and lamb at home and overseas; and if he will make a statement on the matter. [20532/04]
View answerThe marketing of Irish beef and lamb at home and abroad is primarily a matter for the industry itself, with the support of an Bord Bia, which has statutory responsibility in this area. I am satisfied that an Bord Bia successfully meets the objectives set for it in this respect. My Department and the Department of Foreign Affairs provide appropriate support to the overall marketing and promotional campaigns conducted by an Bord Bia and the industry in various markets.
My main role is to ensure that a competitive environment and an appropriate support system exist within which the sector can grow and prosper. The most fundamental and radical reform of agriculture policy was adopted last year at EU level and, as a consequence, I decided that all direct payments for cattle and sheep would be decoupled from production on 1 January next year. That decision will enable farmers in Ireland to focus more sharply on the market and the demands of the final consumer. It will enable farmers the freedom of choice at farm level, enabling them to respond more directly than heretofore on market signals.
I am satisfied that the decision to decouple from production will lead to an aggregate increase in farm incomes. I have created the conditions for the early introduction of mechanical classification in beef plants and Ireland will shortly be amongst the first EU countries to classify beef carcases by mechanical means. This will not only enhance the producer processor supply chain but will also provide wider benefits to the industry as Ireland consolidates its position as a supplier of top quality beef to the consumer markets of the EU. Indeed the success of current policies is evident by the transformation in Ireland's export profile where the focus has been to broaden and expand market reach at EU retail level, thereby shifting orientation away from international commodity markets and into the higher priced internal EU marketplace. As a result, last year the EU market absorbed 83% of beef exports from Ireland in contrast to some 50% in the late 1990s.
Non-EU markets continue to be important outlets for Irish beef and the maintenance of an appropriate export refund policy, which I keep under close review, is a key ingredient in the promotion of beef in third countries. Ireland continues to export the bulk of its lamb production although there has been a steady recovery in domestic consumption in recent years. I believe that the best way to enhance the marketing of Irish beef and lamb is to build on our already strong presence in the market and to continue to maximise efficiency levels at all stages of production and processing and continue to offer the type and quality of product required by the market.
