Victor Boyhan (Independent) | Oireachtas source

I welcome the witnesses. I want to touch on some of the points raised in the eight-page submission document to the committee. I will go through them before I ask my questions. The document mentions building a food brand for Ireland, and the reputation with customers and consumers. We know this is very important. It will be relevant to a question I will ask. The document also states that in direct response to the sheepmeat crisis, to which the Chair raised, Bord Bia has intensified the marketing and promotion of Irish lamb throughout the year, particularly in the domestic market. Bord Bia speaks about its culinary promotions and more imaginative ways of using lamb. This is very important because these promotions are working. I use the recipes promoted by Bord Bia recipes. I am looking at ways of using turkey meat and other poultry meat. I ask the witnesses to comment on this.

With regard to planning our overseas activities, the submission document states that each year Bord Bia undertakes a market prioritisation review. I would like to hear a little bit more about what the priorities are after the most recent review. The document also mentions the US and China markets being a top priority. Will the witnesses elaborate on trade with Iran? We know the EU sanctions were lifted in 2016 and the then Minister, Deputy Coveney, led a delegation to Iran. There is great potential demand for dairy, beef and mutton in the Middle East. I want to ask about the Middle East and Iran because I have an interest in the region. What trade dialogues are taking place? What is happening at present? The political situation there is always volatile.

There has been much debate about the horticultural sector. The most significant subsection of the horticultural sector is the mushroom sector. We have had the knock-on effects from the end of peat harvesting and challenges at cross-Border level. We know that many people working in the mushroom sector travel across the Border, predominantly in Monaghan and other such areas. These are matters I would like the witnesses to touch on.

I will now put some specific questions. Bord Bia compiles the meat shopper insight report. I want to draw the attention of the witnesses to the report for the fourth quarter of 2022. The key export markets for Irish lamb were Belgium, Germany, Sweden, France and Italy, and high price was an issue. I would like the witnesses to comment on this. There is also the issue of Irish meat consumption. I also want to ask about Bord Bia's promotional efforts, particularly with regard to the EU, Asian and global markets and the Irish market. It is an important market that is in decline. I ask the witnesses to address these issues. I have several other questions I want to ask.