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

Question 323: To ask the Minister for Agriculture, Fisheries and Food her plans to promote the sales of Irish beef and beef products worldwide on the basis of high quality husbandry, production, packaging, processing and eco-friendly standards; and if she will make a statement on the matter. [27516/07]

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

The Irish beef industry is worth €1.5 billion in foreign earnings to the national economy annually. Ireland produced over half a million tonnes of beef in 2006, with exports reaching a seven-year high of 516,000 tonnes, or 93% of total production. Irish companies are major suppliers across Europe and have gained a top-class portfolio of retail accounts there. In 2006, Ireland exported 250,000 tonnes to the UK and almost 230,000 tonnes to Continental EU countries, which together represents in excess of 90% of our total beef exports.

The Agri-Vision 2015 Action Plan points out that our aim is to consolidate and further develop 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. In order to publicise the response of the beef industry to an ever-evolving market, Bord Bia is intensifying its efforts to promote beef over the coming months. The aim is to build on the already well-established marketing and promotional activities in place. An extensive promotional campaign commenced in September involving 30 supermarkets across 13 European countries in 10,000 individual outlets. In addition, Bord Bia is currently finalising a new Irish beef marketing strategy. This follows consultation with the industry as to how best use the promotional resources available over the period 2008 to 2013.

I have also recently established a Market Access Group to focus efforts on the re-opening of 3rd Country markets for Irish beef and other meats. The recent re-opening of the Saudi Arabian and South African markets are welcome developments in this respect.

Another key element in our strategy for developing and sustaining our presence in EU and international beef markets 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. In addition, I have introduced measures to assist the sector in further enhancing the quality of Irish beef.

Firstly, I was delighted to recently announce the €250 million Suckler Cow Welfare Scheme. This measure is fully in keeping with the aims outlined in the Agri-Vision 2015 Action Plan. While the measure is primarily aimed at improving animal welfare, it will also contribute to the improved quality and the viability of suckler holdings.

Secondly, I announced in April a Capital Investment Aid Scheme for the beef and sheepmeat sector, which will increase added value at processing level and improve efficiencies. The advances in breed improvement programmes being developed by ICBF will also be of considerable long-term benefit to the industry. These combined measures will, I am confident, allow us to promote Irish beef successfully in international markets based on all its attributes, including its environmentally sustainable and welfare friendly aspects.