Ms Deirdre Fay:

As Ms Byrne said, we have eight key strategic actions. They are all key actions. Key strategic action 2 relates to the development of a written charter between growers and retailers. Historically, promotional activity by retailers on fresh produce has focused on price, ultimately reducing returns from the marketplace for the grower. In addition, this has led to an undervaluing of fresh produce in consumers' minds and an expectation of low prices.

The publication of an agreed written charter will be a tangible output of better relationships and understanding of the long-term needs in the sector by growers, retailers and stakeholders. As part of that process, the horticulture industry forum subcommittee is developing strategic workshops with supermarkets in order for them to get a better understanding of the sector and the long-term sustainable input costs of growers.

Bord Bia has set up the first of these meetings with retailers and they are taking place next week. With the strategy published in June, we are quick off the bat at implementing and progressing the key strategic actions.

The IFA has buy-in from some consolidators and horticultural subsectors to establish key points for the retail charter. The association is the lead on that key strategic action for the retail charter and the overall objective is to flesh out long-term supply agreements that will be reflected in costs. All of them are key strategic actions but we are moving quickly on that one.