Bord Bia, as the PGI applicant on behalf of producers and processors, is currently in the process of working on establishing a PGI monitoring group in consultation with my Department. The functions which are outlined in the Deputy's query are foreseen as roles for the PGI monitoring group which include the following:
(a) monitor the use of the PGI ‘Irish Grass Fed Beef’ in trade through assessment of market information available and assessing what new economic and market analyses might be obtained;
(b) consider if there is a need for information, awareness and promotion activities aimed at communicating the value-adding attributes of the PGI to consumers;
(c) consider how any value addition arising from the PGI logo can be fairly distributed along the supply chain;
(d) make recommendations and report any concerns of the use of the PGI logo to the Beef Task Force in the first instance and to the relevant authorities as appropriate.
In regard to advertising campaigns to communicate the value of the PGI to consumers, Bord Bia has undertaken research on marketing opportunities for the PGI and in line with its statutory remit to promote Irish agrifood products will be putting in place plans to leverage the PGI for the benefit of Irish beef farmers and the wider beef sector.
In regard to the PGI product recently placed on Italian shelves, the European Commission PGI rules require that there are sufficient controls to ensure that the product bearing the EU PGI logo meets the product specification registered with the EU before the PGI product is placed on the market. The organisation in question was the first processor to put in place the required controls and these were subject to examination by the PGI applicant, Bord Bia. In accordance with EU rules, my Department, as the Competent Authority, carried out official control verifications on the operator's control framework. Following completion of these steps, it was open to the operator to sell the PGI product to their customer in Italy.
The launch of the product was an important milestone for our producers and processors of Irish Grass Fed Beef. Seeing product with the PGI mark available to consumers so soon after registration is testament to the hard work of everyone involved in achieving this recognition. I look forward to seeing other operators bring their PGI product to market and to hear how the PGI is progressing in the future.
