Mr. Hugh Doyle:

If they do leave, there is a clawback. Some 28% of the 2,370 farmers said they are going to decrease their number of cows by more than 20%. In total, 52% of the farmers said they fully intend to decrease the number of cows as soon as the genomic scheme ends. I was actually disappointed we did not put a column in for more than 30%. These are real figures. Meat Industry Ireland can talk about want and wish but the truth of the story is that farmers are going to be leaving in their droves. Forget about the suckler herd being 900,000 in a year's time; if something is not done about contracts, the sector will be utterly decimated and there will be a drop to perhaps 300,000 or 400,000.

There was a reference rebranding and it was asked why we would rebrand. At a price of €3.70 per kilogram, there is nobody in Ireland making money. That is a fact. I am spending my children's inheritance every time I bring cattle to the factory. That is a fact. Let us be clear about it. The reason we have to rebrand is quite simple. The Origin Green label has been diluted. The reason it has been diluted, which we cannot get away from, is that the dairy industry has a proportion of cull cows of 20% to 25%. We cannot get away from that. The members should do the maths. About 280,000 cull cows are going to come from the dairy industry every year. That is manufacturing beef. What I produce in my suckler herd is retail beef. Manufacturing and retail beef are all being sold under Origin Green. It is an absolute disgrace. What we have to do in the beef industry if we are to survive as an entity is rebrand. I am not just referring to rebranding as suckler beef or grass-fed beef. I normally ask my two daughters what they would pay more for. One has to be environmentally friendly and health-conscious. That is what the householder wants. Meat Industry Ireland will tell one the market is not really too pushed about that. In England, Asda released a brand recently called Pasture Promise for the milk end of things. It refers to free-range beef and it is commanding a premium for it. What we need to do in our industry is raise the bar. We have got to go GM-free. That is what the market wants. We have to sell our beef as GM-free and grass fed. In one's local supermarket, one will see an eight-by-four picture of a continental farmer, with a big Charolais bullock or Limousine bullock, up to his knees in grass. One will not see a factory feedlot with 5,000 or 6,000 cattle. As Meat Industry Ireland would say and has said, those cattle are fed mostly grass. I have certainly never seen it and I have been through a lot of feedlots. I am not trying to denigrate Irish beef in any way but we have to be factual. What we have to do is look to meat markets where there is antibiotic-free beef. There is a percentage of animals produced in this country that never get an antibiotic. That has to be branded. In the past six to eight weeks, one could have fed vegetable oils through the meal to raise the level of omega-3. That is what the market wants. We have to be aware of what the market wants and give it what it wants. What is happening is that we are allowing our brand to be diluted. In doing so, it is bringing everything down. Suckler beef has got to get a new brand. We in the Beef Plan Movement intend to do that.

I will hand over to Mr. Corley, who is going to answer some of the other questions, because I am aware of the time.