Simon Coveney (Cork South Central, Fine Gael)

I speak to Bord Bia about this issue all the time. The work on brand Ireland has already begun and is under way. When I am abroad I speak all the time about the beef quality assurance scheme and about the fact that Ireland is the first country in the world essentially to carbon footprint the food we produce. We are about to roll that out on the dairy side as well. It is important to make the distinction between a label, a slick PR message and a logo and what a brand is about. Reputations are hard won, particularly in the food industry.

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