Paul Bradford (Fine Gael)

The Minister of State understands the point I am making concerning foreign chicken products being rebranded as Irish. The consumer is being fooled and Irish producers are being shortchanged and their future livelihoods are being damaged. The Minister of State and his colleagues must redouble their efforts in addressing this issue. I appreciate that Europe has been rejecting our efforts. I find it difficult to understand how there can be any block on the efforts made by the Minister of State and his colleagues to have clear country of origin labelling introduced in the European Union where, apparently, food quality is at the top of the agenda. During the pig meat crisis, which will cost up to €200 million or more, we saw how labelling in the pork sector, although it complies with current regulations, simply does not work to the same extent as labelling in the beef sector. If a better type of identification system or labelling had been in place in the pork sector, most of the Irish pork industry would have been unaffected by the crisis last December.

The Minister of State is probably aware, because his ministerial colleagues were present at the hearings of the Oireachtas Joint Committee on Agriculture, Fisheries and Food, that one of the strong issues that ran through all seven or eight meetings convened was that we must look at the labelling and identification issue from a pig producer's perspective. One hopes that such action, if put in place, will ensure the December 2008 crisis will not be repeated.

Concerning food labelling, I urge the Minister of State to strengthen our argument at EU level for country of origin labelling. I know I am pressing an open door on this issue. The European and Irish consumer would then know exactly where food is being produced. It is unforgivable that such a scheme is not in place. It is extremely disappointing that our EU colleagues are not acceding to our requests. I hope the Minister of State's Department, rather than the Department of Health and Children, will take charge of this debate in so far as it can. From 2007 until now there have been many European Council meetings. Many opportunities may have been lost. We must redouble our efforts in that regard.

The Minister of State also mentioned nutritional labelling. This issue is centre stage as far as the average Irish citizen is concerned. Ten, 15 or 20 years ago, people did not concern themselves with the nutritional side of things as much as perhaps they should have. That situation has been reversed and now most people are very much aware of the importance of nutrition and of the different nutritional values of various foodstuffs. That is why it is important we press for nutritional labelling, of a kind that is clear, transparent and, most important, understandable. The Minister of State referred to labels that overflow with information to such an extent that people cannot understand the information that should be their due. Documents before us from the joint committee also refer to this. I hope we can have straightforward, realistic and accurate nutritional labelling on all foodstuffs in order that our consumers understand exactly what is in the product. People are much more concerned today than heretofore about diet and lifestyle. Nutrition plays a significant role in that equation. As legislators, we have a duty to ensure foodstuffs, especially Irish foodstuffs, of which we are so proud, have a clear labelling system that allows the consumer to know what he or she is consuming, and the nutritional benefit of same.

The Minister of State referred briefly to small producers. Wearing his hat of responsibility for food, he has taken an interest in the organic sector, food markets and small markets. I am sure many of the people he meets on his trips to the different parts of Ireland may be concerned that some of these proposals might impinge too strongly on them. It is commonplace in Ireland that we look for regulations but not that they be applied to us. We all want regulations on labelling, country of origin and nutrition but then we see sectors where this may not seem to be applicable or suitable. I know the position of Europe on this issue but am cognisant that many small producers who produce in limited numbers play a very positive role in developing Irish food and markets for Irish food. They create a certain brand image for Irish food. Their individual businesses may be small but, collectively, they are part of a very fine jigsaw of Irish food production. We must try to be as flexible as we can to ensure administrative challenges or difficulties placed on these small producers are not too severe a burden. It is a question of trying to strike the right balance. With the Minister of State's constituency background and his personal interest in this area, I am sure he will work to ensure that balance will be struck.

This debate, following as it does the report of the joint committee, is worthwhile. It shows how decisions made in Europe can be discussed in the Oireachtas. One hopes we can bring some small degree of influence to bear. My concluding plea to the Minister of State is to ask him to work seriously on the issue of food and country of origin labelling in order that Irish food, undoubtedly the best food in the world, can be stamped with the Irish flag. Any consumer, whether in Dublin or Dubai, when he or she sees the Irish brand on the food product, will then know it is a genuinely produced piece of Irish food worthy of the name of Ireland.