Written answers

Tuesday, 6 November 2007

Department of Agriculture and Food

Sheep Sector

9:00 pm

Photo of Bernard DurkanBernard Durkan (Kildare North, Fine Gael)
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Question 318: To ask the Minister for Agriculture, Fisheries and Food if she is satisfied regarding the ability of the lamb production sector to compete on international markets; her proposals in this regard; and if she will make a statement on the matter. [27510/07]

Photo of Mary CoughlanMary Coughlan (Donegal South West, Fianna Fail)
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I am satisfied that the necessary action is being taken to allow the sheep sector to continue to compete on international markets. The 2006 Sheep Industry Development Strategy and its subsequent implementation report provide the framework for an efficient and competitive response to market demands. While most of the recommendations are for the industry itself to address, my Department assists in a number of areas such as sheep breeding, processing facilities and quality assurance. Sheep farmers also benefit from a number of schemes operated by my Department. A new REPS supplementary measure is particularly aimed at sheep farmers. It has an annual budget of €28 million and a projected overall cost of €170 million up to 2013.

An Bord Bia will continue to promote Irish lamb on international markets. It organises several strategic marketing campaigns annually. Bord Bia's summer promotions are aimed to highlight the availability and improve awareness of Irish lamb at a time when it is at its optimum quality. In France, our main market, its promotions are run in conjunction with eight major retailers throughout the country covering over 1,200 outlets.

Aside from its comprehensive lamb marketing programmes in key European markets, Bord Bia is collaborating with its French and British counterparts to develop a 3 year generic lamb promotion on the French market to promote lamb to younger consumers. This campaign, which amounts to a major new initiative on the European lamb market, is due to commence early in 2008.

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