Ms Tara McCarthy:

We do educate consumers on the Irish market. We talk to them and promote organic products. We also pay for advertorials to be placed in the newspapers on the Irish market as part of our campaigns. We do not do that much work overseas because we do not have that many organic products to market. We learn from and research other markets to ensure we have best practice in what is happening within the organic categories, and ensure then that when we speak to our individual companies they are informed and position their products correctly to speak to organic consumers, no matter what market they go to. From a scaled Ireland Inc. perspective, we do not do advertising campaigns in organics overseas. We conduct trade or study missions for companies. We go to BIOFACH, which is a very large trade show that takes place in Nuremberg in Germany. At the event we have an organic stand and represent the companies that can export.