Dáil Éireann díospóireacht -
Tuesday, 5 Dec 2000

Vol. 527 No. 3

Written Answers. - Food Promotion.

Brian O'Shea

Ceist:

74 Mr. O'Shea asked the Minister for Agriculture, Food and Rural Development the progress being made with regard to the commitment given in the Review of the Action Programme for the Millennium to support the promotion of the food island concept in line with Bord Bia marketing strategy; and if he will make a statement on the matter. [28443/00]

Minister for Agriculture, Food and Rural Development (Mr. Walsh)

The logo Ireland the Food Island which depicts Ireland as an island producer of safe, natural quality food and drink products was established by Bord Bia in 1996 as an umbrella brand for Irish food and drink products. This logo is used extensively by Bord Bia in all of its trade and consumer promotional activities. Research carried out by Bord Bia amongst its trade customers as well as the substantial growth in the value of Irish food exports – output increased by £2.2 billion and exports increased by £1 billion in the last five years – confirms its value as a promotional tool internationally.

The board is currently re-examining the logo with a view to developing and updating it in a way which will ensure that it maintains its impact in the fast moving environment of the inter national food industry. This process, which will also see an expansion in the use of the logo in the marketplace, will be facilitated greatly by the 31% increase in the board's grant-in-aid for 2001 which I announced recently and by the indicative funding of £48 million which is being provided for food promotion and marketing under the national development plan.