Mr. Larry Murrin:

I fully accept that. As I said about Origin Green, it is a journey, and hopefully a journey of conversion. Bord Bia is a very democratic organisation that seeks to add value to every unit of agricultural output of the country. In that sense, the farmers who can and will engage in the process should have nothing to fear. I would be disappointed if I thought genuine fear existed. I understand how there might be a scale issue affecting some farmers in that their participation might be seen as involving considerable paperwork and accountability. Ultimately, however, all stakeholders have to be on the bus and we need the maximum number of people engaged. I have spent my life in the food and agri sector and am very passionate about it, so I would have an ear for what farmers want to say and their natural fears, but I would encourage engagement with all the Bord Bia stakeholders to make further progress. The further down the supply chain Bord Bia can go, the better it will be for Ireland Inc. That, to me, is logical.

The Deputy mentioned PGI status. This morning, I was in a supermarket – it was by necessity and I was not watching what products were moving off the shelves – and what stood out at the continental meat counter in quite a sea of charcuterie options was a packet of Italian salami with PGI boldly emblazoned on it. I counted 20 options I could have bought but I bought the PGI product, as I believe other shoppers would have, not because it was cheaper or dearer but because it spoke to me and was in the most prominent position on the shelf. The same opportunity will exist for Irish grass-fed beef and whatever might follow it in the years to come. Certainly, PGI can add more value to farm output and Ireland's exports. Ultimately, that is what we want in the country.

On the suckler calf issue, I would like to revert to the Deputy. I have the CEO, Mr. Jim O'Toole, beside me. We would like to revert to the Deputy, if we may, in the not-very-distant future.