Bernard J. Durkan
Ceist:139 Mr. Durkan asked the Minister for Agriculture and Food the action, if any, he will take to expand the markets for Irish food products; and if he will make a statement on the matter. [15755/97]
Written Answers. - Food Marketing.
An Bord Bia has statutory responsibility for promoting, assisting and developing the marketing of Irish food and drink.
The Bord Bia Market Development Strategy 1995-99 is the framework for the delivery of a comprehensive market development programme for Irish food and drink covering both the Irish and export markets. This market development strategy is implemented in detail through its annual programmes. These programmes take account of ongoing developments in the food industry and encompass all aspects of food promotion and market development, with appropriate focus on target markets and market segments.
Bord Bia engages in a wide range of activities both in the market place and with producers and exporters. Its buyer contact programme includes trade fairs and exhibitions, food missions, trade promotions, buyer liaison and buyer visits. Its food promotion programme, which is designed to position the Irish food industry as a competitive and innovative supplier of high quality foods and ingredients includes direct marketing, image building public relations, trade advertising, co-ordination of Irish weeks, provision of point of sale materials and in-store sampling and consumer information services.
In addition to its ongoing promotional and marketing development activities for Irish food in export markets, in 1997 Bord Bia has carried out an extensive programme of research in the major European markets. The purpose of this research was to assess the environment for direct consumer promotion of Irish beef and to obtain an up-to-date profile of the consumer in these markets and of their perception and expectations. Arising from its assessment of this market research Bord Bia has decided to institute a pilot consumer promotional campaign in Italy in November 1997. This pilot project will represent an important test to determine how consumer, as opposed to trade, promotion will operate in the particular environment of a continental market. From this it should be possible to extrapolate the financial and logistical requirements of ongoing consumer promotion in this market with the possibility of repeating it in other European markets.