Bernard Durkan (Kildare North, Fine Gael)
Link to this: Individually | In context

Question 371: To ask the Minister for Agriculture and Food the way in which she proposes to enhance the marketing of Irish beef and lamb at home and overseas; and if she will make a statement on the matter. [14581/05]

Mary Coughlan (Donegal South West, Fianna Fail)
Link to this: Individually | In context

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

The overall marketing approach is to build continually on the reputation of Irish meat as a high quality and safety assured product based on a natural, extensive and well controlled production sector at farm level. The new beef quality assurance scheme is now operational and Bord Bia will shortly be promoting the scheme to encourage the widest possible uptake. A strong interest in Irish beef and lamb has been generated by building its reputation through the media, by chefs' 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 awareness of Irish beef and lamb. This is being achieved by building relationships with key customers, product promotions and image building of the brand.

Bord Bia will also shortly begin a promotion of new season lamb on the Irish market which will be extended over the months of May and June. The reform of the Common Agricultural Policy means farmers will enjoy greater freedom to grow and develop their enterprises producing for consumer requirements supported by the single farm payment. A targeted approach based on quality production represents the best and most profitable way forward for the Irish industry. This is particularly the case in the post-decoupling context when the market will be the sole determinant of the nature and scale of output from the sector. In such a context there will be a need for even greater emphasis on good breeding policies, payment related to quality and sophisticated and integrated supply and purchasing systems.

Regarding third country trade, important markets such as Russia, Algeria and Egypt have re-opened for Irish beef while Lebanon is open for live exports. Access to the Algerian market has now been broadened to include frozen beef in addition to fresh and chilled product. A delegation from my Department and An Bord Bia recently visited Egypt and, along with embassy officials, held discussions with the Egyptian authorities with a view to relaxing the conditions under which exports to that country can take place. It is hoped to finalise a protocol with Egypt on these new conditions later this year. I have obtained the agreement of the European Commission to the continuation of the special export refund for Egypt which will also greatly assist trade during the year.

France is the main export market for our lamb. While we export small quantities to other markets, Bord Bia's promotional activities are focused particularly on the valuable French market and it will be undertaking a campaign there in the coming months aimed at maintaining and increasing market share for Irish lamb. I am committed to opening and improving access to as many international markets as possible for Irish beef and lamb. My Department will continue to work closely with the Department of Foreign Affairs and An Bord Bia to achieve that aim.