Michael Creed (Cork North West, Fine Gael) | Oireachtas source

In terms of promotion, we have provided substantial additional resources to Bord Bia in recent years. This year, despite the difficult budgetary situation, we again increased the resources available to Bord Bia for promotion and, in particular, we ring-fenced promotion of beef and sheep meat. I do not accept the Deputy's criticism in that regard. We have never spent more on looking for new market opportunities or promoting the qualities of Irish beef and its grass-based credentials. That is a critical part of what we do.

I accept that block chain is the technology of the future. We have a lot of the data about our herd, including its movements and quality, already available in digital format. However, the reality is that the most demographically challenged sector in Irish agrifood is the beef sector because it has the highest age profile. We need to encourage everybody to embrace new technologies. There is potential for further developing block chain as an instrument to deliver information to farmers and primary producers. It can make information from the consumer as to the demands in the market place available to the primary producer, which is really important. There is a lot of potential in that area. It is already being investigated by big accountancy houses and researched by Bord Bia. It is something that will play an increasing part in the beef industry in the future.

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