Written answers

Wednesday, 2 March 2005

Department of Agriculture and Food

Beef Industry

9:00 pm

Photo of Bernard DurkanBernard Durkan (Kildare North, Fine Gael)
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Question 187: To ask the Minister for Agriculture and Food if Irish beef producers and processors can compete to supply all of the major chain-stores; and if she will make a statement on the matter. [7241/05]

Photo of Mary CoughlanMary Coughlan (Donegal South West, Fianna Fail)
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Last year Ireland produced 560,000 tonnes of beef, the highest level of output since 2001. Some 88% or 493,000 tonnes was exported and the balance was consumed on the domestic market. The UK is the main export market for Irish beef and absorbed 264,000 tonnes in 2004. An additional 174,000 tonnes was exported to continental EU markets. The EU now comprises 90% of our total exports compared with 49% in 2000.

In recent years, the focus of the Irish beef industry has been to broaden and expand its market reach at EU retail level, shifting its orientation away from international commodity markets and into the higher priced internal EU marketplace. Effective promotion and marketing of beef by Bord Bia and the industry has ensured a presence for top quality Irish beef in all the key European markets. This includes supply arrangements with multiples and the main retailers in the UK, France, Italy, Spain and the Netherlands.

The overall approach in the marketing of Irish beef is to continually build on its reputation as a high quality and safety assured product based on a natural, extensive and well controlled cattle production sector at farm level. A strong interest in Irish beef has been generated by building it's reputation through the media, by chef's endorsements and the creation of demand from premium chefs and restaurants in each of these markets. The main goal of our marketing strategy is to increase retail market penetration and to invest in growing Irish beef awareness. This is being achieved by building relationships with key customers, product promotions and image building of the brand.

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