Denis Naughten (Longford-Roscommon, Fine Gael)
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Question 113: To ask the Minister for Agriculture and Food the plans she has to develop the marketing potential of Bord Bia; and if she will make a statement on the matter. [14000/05]

Mary Coughlan (Donegal South West, Fianna Fail)
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The 2004 enterprise strategy group report to the Tánaiste entitled, Ahead of the Curve, focused on marketing as one of two development axes for Irish industry, the other being technology. Promotion and marketing is becoming ever more critical as the Irish agri-food sector enters a period of great change with future production decisions becoming more market led and influenced by decoupling policy under the Luxembourg Agreement, EU enlargement and a new WTO round. A clearly focused strategic marketing and promotion policy is essential to assist the food industry here in exploiting market opportunities.

Bord Bia plays a leading role in supporting the food industry in the development and consolidation of export markets. It is widely acknowledged as doing a very effective job and its success in promoting Ireland as a food island is evidenced by the record results for 2004, when the value of food exports crossed the €7 billion mark for the first time.

In the period 1 January 2000 to 31 December 2004, public expenditure of €28.69 million was allocated to funding the food marketing and promotion measure of the national development plan. The measure is administered by Bord Bia and covers grant assistance to companies to improve its individual marketing capabilities and the board's generic market development activities. These activities include marketing promotion and advertising, market research studies and information-publications, development of marketing skills, quality and training.

The organisation has recently undertaken an independent strategic review of its future direction. This included wide-ranging consultation, internally and externally, and I expect to receive a report on the outcome in the near future. This review will enable Bord Bia to remain focused on its mission, which in turn will help secure a more diverse, competitive and export orientated food industry.