Michael Creed (Cork North West, Fine Gael)
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Question 1213: To ask the Minister for Agriculture, Fisheries and Food the progress made on the programme for Government proposal to continue to relentlessly pursue, along with political and diplomatic efforts, the best market returns through An Bord Bia; and if he will make a statement on the matter. [47676/08]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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In line with the specific commitment in the Programme for Government, since Bord Bia launched its new European Beef Promotion Campaign in 2005, the volume of Irish beef exported to the European retail market has grown significantly from 145,000 tonnes in 2005 to 245,000 tonnes in 2007. The major EU retail chains now list Irish beef and over 95% of total exports go into the high value EU markets compared to just 50% as recently as 2000. Bord Bia's marketing strategy for the beef sector identified strong potential gains of €170m during the 2008 to 2013 period. Bord Bia will provide invaluable expertise in differentiating and repositioning Irish beef within the areas identified. 60,000 tonnes of Irish beef will be moved up the value chain to secure improved returns. This will also involve a joint effort by producers and processors on specialised production of the best eating quality beef for each of the different and discerning customer segments in Europe.

One of the major strategy implementation initiatives implemented by Bord Bia during 2008 was the European Meat Forum (EMF), which attracted 194 buyers, importers and media with an interest in premium meat products, from 16 European countries. Buyer feedback from the event was overwhelmingly positive, with 65% of surveyed buyers indicating that it increased their likelihood to purchase premium Irish meat. The EMF, combined with ongoing activities in the markets in conjunction with industry, involving both existing and potential customers across retail and foodservice, led to the following achievements during 2008:

17 new retail premium product listings;

7 new foodservice premium product listings;

5 new accounts being secured.

This means Irish beef is now listed by 68 retailers across Europe and represents a significant first step in the successful implementation of our marketing strategy. My Department is committed to continuing intensive efforts, in conjunction with Bord Bia and the Department of Foreign Affairs to the development of new export opportunities for Irish meat exporters. A special Market Access Group, with industry representatives, has been set up to monitor developments and oversee the process.