Pat Breen (Clare, Fine Gael)
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Question 141: To ask the Minister for Agriculture and Food her plans to develop the marketing potential of Bord Bia; and if she will make a statement on the matter. [26213/05]

Mary Coughlan (Donegal South West, Fianna Fail)
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Bord Bia promotes the Irish food and drink industry in an increasingly competitive global food market. Competition in the market is becoming even more intense with greater trade liberalisation, competition from low cost countries and increasing concentration at retail level. Allied to this consumer requirements are changing with more emphasis being placed on health, convenience and well-being.

Bord Bia is responding to these challenges with the development of a more strategic approach to identifying new and emerging markets and sectors. An independent strategic review of the activities, operations and structures of Bord Bia has been completed. Resulting from this review and following extensive consultation, the board has drafted a strategic plan to guide its development of the next five years in the light of changing dynamics in the marketplace. While the plan does not envisage a radical departure from Bord Bia's current role and remit, however, it does envisage a strategic repositioning of the organisation to enhance the capacity to deliver strategic market development, promotion and information services.

Specifically, it commits Bord Bia to the development and delivery of a range of strategically-focused market development programmes and services to build on and support its existing range of programmes and services. The strategic plan, which does have resourcing implications is being examined by my Department.

In relation to the marketing of beef, one of our main food exports, the plan identifies the importance of securing more value-added markets within the EU. I was pleased that a proposal which I presented to the Select Committee for Agriculture on 28 September for a Supplementary Estimate that included €800,000 for Bord Bia, comprising €500,000 for a beef marketing strategy and €300,000 for initiatives in the new member states and on Asian markets, was commended to the Dáil and will be voted on today. I am confident that the board's strategic approach to future development will enable it to address successfully the many market related challenges facing the food and horticulture industry which in 2004 accounted for exports of some €7 billion.