Michael Creed (Cork North West, Fine Gael)
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Question 70: To ask the Minister for Agriculture, Fisheries and Food the way she will pursue the issue of import substitution in the fish sector; if she has a strategy to deal with the high level of fish imports; and if she will make a statement on the matter. [13253/08]

John Browne (Wexford, Fianna Fail)
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The report of the seafood strategy review group, Steering a New Course — also known as the Cawley report — includes a number of recommendations aimed specifically at enhancing the value and quality of Irish seafood in the areas of both marketing and processing. The implementation of the report is being overseen by the seafood strategy implementation group, which is chaired by Dr. Noel Cawley, and substantial progress has been made in putting the recommendations into operation in the past 12 months. The Government has adopted the Cawley report in full and I fully support the work being done in implementing the recommendations.

The potential for sales growth and import substitution is most effectively addressed by enhancing national production and meeting the needs of the market. The Cawley report sets down a vision for a sustainable, profitable and self-reliant industry that will maximise its long-term contribution to coastal communities. The strategy clearly recognises that the long-term vision for the seafood sector must revolve around developing a strong and positive identity for Irish seafood on the domestic market and in key international export markets. This identity will assist in positioning Irish seafood products at the upper end of the industry's targeted market. To do this we must work aggressively to ensure that Irish seafood is recognised for excellence in product quality, the provision of a superior eating experience due to product freshness facilitated by frequent landings, a range of positive environmental traits and a customer service approach second to none.

The strategy recognises that the industry's approach to the market and its performance within the marketplace are well below those of other sectors of the Irish food industry. It considers that this gap in performance represents an industry opportunity. The recommendations of the strategy across all fronts — marketing, processing, aquaculture and the fleet — offer a blueprint for change in the industry which will maximise the value of seafood, delivering a sustainable, profitable and self-reliant industry.

The seafood strategy has been endorsed by the Government and its efficient and effective implementation is my top priority. I am satisfied that we have already achieved significant progress and work on delivery of the full range of recommendations is well advanced. I am confident that we can look forward to a strong and vibrant seafood sector that can compete successfully on the domestic and international markets.

Michael Creed (Cork North West, Fine Gael)
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I thank the Minister of State for his response. At the heart of this question is the empowerment of consumers to make informed decisions. It is not in any way against imports. We must ensure that I or a housewife, as consumers, know what we are buying. For example, when one goes into a restaurant or into one's local fish shop, SuperValu or Tesco and sees fish on the counter, one does not know whether it is Irish or imported fish. It has been put to me that the busiest fish port in the country is Cork Airport. I am not against imports, but I believe there is a significant opportunity for displacement by Irish fish of high quality.

Does the Minister of State have any plans to pursue a policy similar to that pursued in the beef sector which resulted in the formation of Féile Bia? The Seafood Circle initiative is good as far as it goes but it has only been taken up by around 100 outlets. Is there a way to empower consumers so that they know what they are purchasing? When one goes to a fish shop, one assumes that the fresh fish has been caught in the last couple of days. However, if it has come in from Cork Airport it may have been out of the sea for two or three weeks. That is not fresh fish. Consumers need that information so they can make informed decisions. Does the Minister have any proposals in this area?

John Browne (Wexford, Fianna Fail)
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The Cawley report raised many of the issues mentioned by the Deputy. We are working with the industry at present, particularly with BIM, our marketing body. One of the issues mentioned by the Deputy was the launch in the next few weeks of a unique and identifiable brand for Irish seafood.

Michael Creed (Cork North West, Fine Gael)
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When will that happen?

John Browne (Wexford, Fianna Fail)
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In the next few weeks. The difficulty is that 55% of fish consumption in Ireland consists of cod and salmon, and we are not catching enough cod and salmon to meet the demands of the Irish consumer at present.

Seán Sherlock (Cork East, Labour)
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That is a cod if I ever heard one. It is rubbish.

John Browne (Wexford, Fianna Fail)
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The implementation body is working on this matter. Some of the suggestions put forward by the Deputy are being developed at the moment within the Cawley implementation group. This is the first time we have had a road map for the fishing industry covering the next five to ten years. In addition, all strands of the industry are working together to implement the strategy and make sure we have a vibrant and sustainable fishing industry in the future.