Bernard Durkan (Kildare North, Fine Gael)
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Question 413: To ask the Minister for Agriculture and Food the way in which she proposes to enhance the marketing of Irish beef and lamb here and overseas; and if she will make a statement on the matter. [24995/06]

Mary Coughlan (Donegal South West, Fianna Fail)
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The Irish beef industry is worth €1.3 billion in foreign earnings to the national economy annually. Ireland produced 524,000 tonnes of beef in 2005, exporting 487,000 tonnes, which represents 93% of our production. Ireland is the number one exporter of beef into Europe where there is a widening gap between consumption and production resulting in an EU import requirement of an estimated 350,000 tonnes this year. Irish companies are major suppliers across Europe and have gained a top-class portfolio of retail accounts there. In 2005, Ireland exported 260,000 tonnes to the UK and 192,000 tonnes to Continental EU countries, which together represents in excess of 90% of our total beef exports. Based on performance to date in 2006 and current predictions for the remainder of the year, export volumes are expected to be up 5% overall on last year, with up to half of these exports going to the continental EU market.

A key element in our strategy for developing and sustaining our presence in international beef markets, and particularly within the EU, must be the continued emphasis on the quality of our product. The support, both financial and otherwise, I have given to quality assurance schemes is an indication of the importance I place on these as key features of our future marketing strategies.

Our aim is to consolidate our position in the EU market. Bord Bia is responsible for the promotion of our beef and I take every opportunity to support them in their efforts in this regard. Last September, I launched the Board's Irish Beef in Europe autumn promotion campaign, which was targeted at building sales of Irish beef in European supermarkets and establishing the Irish Beef brand firmly in the minds of consumers. This campaign will run over three years with a total budget of some €10 million. It involves on-pack promotions in 8,000 stores across eight countries — Britain, the Netherlands, Italy, France, Belgium, Spain, Germany and the Czech Republic. Some 30 supermarket groups are participating and at least 40 million people visit their stores each week. The promotion has been tailored appropriately for maximum impact in each country. The campaign will run from September to November this year.

Bord Bia is actively engaged in promoting Irish lamb to consumers in both Ireland and France, the key markets for sheepmeat. This involves a mix of both media advertising and retail promotions in both countries. Bord Bia launched its 2006 Irish lamb campaign in France on 16 June. The promotional campaign will run from now until the end of the summer. The French market is the most important export market for Irish lamb importing over 40% of our total production annually. The nationwide campaign is being run in conjunction with eight major retailers throughout the country and is taking place in over 1,200 outlets. This year's campaign will also be advertised extensively at both local and national level. Lamb will be strongly promoted at SIAL, the International Food Fair in Paris, in late October. There will also be a summer identified Irish lamb promotion in Belgium. Bord Bia continues to promote Irish Lamb in Germany and the Netherlands with retailers and foodservice outlets there.

On 29 May Bord Bia launched its 2006 New Season Lamb promotional campaign on the Irish market. The domestic market remains very important to lamb producers, consuming almost 30 per cent of our total sheepmeat production annually. The campaign aims to increase sales at retail and foodservice level targeting both the regular consumer who already appreciates the good eating experience of lamb along with the younger consumers in the 18 to 34 year old bracket who are looking for quick and healthy meal ideas as part of their busy lifestyles. Running over four weeks, the promotion is comprised of a series of TV and radio adverts on both local and national stations.

A sheep industry strategy group established in December 2005 under the chairmanship of Mr. John Malone, former Secretary General of my Department, has recently published its report which covers all aspects of the sheepmeat sector, including product development for different markets, consumer preferences and promotion. Bord Bia and my Department were among the interests represented on that group. The recommendations in the report are targeted towards facilitating the development of a more profitable sheepmeat sector in Ireland. I am now in the process of setting up an agreed implementation structure in association with the main stakeholders involved.