Bord Bia is the state agency responsible of the marketing and promotion of Irish food and drinks worldwide, including suckler beef. Its remit involves the promotion of Irish agricultural products across the world, especially those covered by national quality schemes such as the Quality Assurance Scheme, via trade fairs, public relations activities, publications & presentations with factual research data & information showing the virtues of Irish Beef and other products.
Ministerial Trade Missions expand the global reach and reputation of Irish food and drink exports worldwide. For instance, earlier this month, I visited China for the fourth time, building on the recent approval of 14 additional beef plants to supply product to the Chinese market, bringing to 21 the total number of Irish beef plants listed with the General Administration of Customs in China. This trade visit included the announcement by Bord Bia of a retail promotion for Irish beef with Chinese online retailer, JD.com, China's second largest online platform with over 320 million annual customers and the world's third largest Internet company by revenue.
In addition, under the EU Promotion of Agricultural Products Regime, Bord Bia has secured EU co-funding for promotion of Irish beef and other meat products over the last few years, including campaigns on key markets in Asia.
My Department continues to consult with relevant stakeholders and the European Commission regarding the development of a Protected Geographical Indicator(PGI) for Irish beef.
Beef Producer Organisations are a mechanism which DAFM have legislated and provided financial assistance for, to enhance the position of the primary producer in the supply chain. Two Beef Producer organisations have been recognised by my Department to date. My Department is engaging extensively with stakeholders in promoting the establishment of beef producer organisations, to strengthen the position of the primary producer in the supply chain.