Jim Glennon
Question:90 Mr. Glennon asked the Minister for Agriculture and Food if she will report on her efforts to assist the trade in Irish beef in 2005. [14142/05]
View answerWednesday, 4 May 2005
Questions (66)
Written answers
In recent years, the focus of the Irish beef industry has been to broaden and expand its market reach at EU retail level, shifting its orientation away from international commodity markets and into the higher priced internal EU marketplace. Effective promotion and marketing of beef by Bord Bia and the industry has ensured a presence for top quality Irish beef in all the key European markets. This includes supply arrangements with multiples and the main retailers in the UK, France, Italy and the Netherlands.
The overall approach in the marketing of Irish beef is to build continually on its reputation as a high quality and safety assured product based on a natural, extensive and well controlled cattle production sector at farm level. The new beef quality assurance scheme, EN45011, is now operational and Bord Bia will shortly promote the scheme to encourage the widest possible farmer uptake.
A strong interest in Irish beef has been generated by building its reputation through the media, by chefs endorsements and the creation of demand from premium chefs-restaurants in each of these markets. The main goal of our marketing strategy is to increase retail market penetration and to invest in growing Irish beef awareness. This is being achieved by building relationships with key customers, product promotions and image building of the brand.
The reform of the CAP means farmers will enjoy greater freedom to grow and develop their enterprises producing for consumer requirements supported by the single farm payment. A targeted approach based on quality production represents the best and most profitable way forward for the Irish industry. This is particularly the case in the post-decoupling context when the market will be the sole determinant of the nature and scale of output from the sector. In such a context, there will be a need for even greater emphasis on good breeding policies, payment related to quality and sophisticated and integrated supply and purchasing systems.
Regarding third country trade, important markets such as Russia, Algeria and Egypt have re-opened for Irish beef while the Lebanon is open for live exports. Access to the Algerian market has now been broadened to include frozen beef in addition to fresh and chilled product. A delegation from my Department and Bord Bia recently visited Egypt and along with embassy officials held positive discussions with the Egyptian authorities with a view to relaxing the conditions under which exports to that country can take place. It is hoped to finalise a protocol with Egypt on these new conditions later this year. I have obtained the agreement of the European Commission to the continuation of the special export refund for Egypt which will also greatly assist trade during the year.
I am committed to opening all international markets to Irish beef and my Department will continue to work closely with the Department of Foreign Affairs and Bord Bia to achieve that aim.