Vol. 519 No. 4
71 Mr. Durkan asked the Minister for Agriculture, Food and Rural Development the new markets, if any, established for Irish produce in EU locations and non EU markets in each of the past three years; and if he will make a statement on the matter. [13990/00]
The past three years have been particularly successful in terms of exports of food and drink, culminating in a 3% increase in 1999, when export earnings totalled £5.2 billion. This success is attributable in no small way to the marketing strategies of the industry and of An Bord Bia in pursuit of its overall objective to increase the sales of Irish food and drink.
These marketing strategies have been tailored to meet the needs of the increasingly competitive marketplace. In 1997, for example, the focus was on beef marketing in the wake of the BSE crisis. The board's first overseas consumer advertising campaign for beef in co-operation with Italian buyers took place in 1997 and successful nationwide campaigns resulted in an increase of 7% over the previous year on sales on the home market.
For the first time, in 1998 export earnings exceeded the £5 billion mark, due mainly to the success of the prepared consumer foods sector. An Bord Bia focused on the key market segments with the most potential for Irish produce, namely contract catering, wholesaling, pubs and restaurants.
Last year was seen as an important year for Irish beef suppliers to rebuild European sales and this strategy was reflected in a volume increase of 8% overall. The World Meat Congress was hosted for the first time ever in Ireland in May and gave the opportunity to convey positive images of the Irish meat industry through the international trade press with more than 600 delegates and 70 journalists attending.
The Irish food industry has achieved significant success in the past three years and the effect of the marketing programmes initiated and supported by An Bord Bia can best be summarised in the following results. Irish food and drink exports exceeded £5 billion in 1998, accounting for 13% of total exports; 80% of the top Irish owned exporters are food and drinks companies; and food and drink companies provide 20% of industrial employment.
