Paul Kehoe (Wexford, Fine Gael)
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Question 94: To ask the Minister for Agriculture, Fisheries and Food if he will provide a progress report on the marketing initiatives which have been introduced by An Bord Bia internationally to protect Ireland's market share of the global food industry; and if he will make a statement on the matter. [5012/09]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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Bord Bia has a comprehensive set of marketing and promotional programmes in place. These programmes are target driven and have been developed in consultation with key stakeholders in the Irish food industry.

The UK will continue to be Ireland's single largest export market and a major priority for exporters. While Bord Bia will continue its marketing activities in the UK, however other Eurozone markets offer the prospect of new opportunities and more stability in the light of recent exchange rate volatility. Bord Bia has a comprehensive set of promotional programmes and services to assist Irish food and drink companies build additional business in Euro zone countries. Bord Bia research has prioritised key target markets in Euro zone countries for prepared foods and identified opportunities for cheese and dairy ingredients as the dairy sector continues to seek out new markets. The recent establishment by Bord Bia of a full-time presence in Shanghai, servicing the Asian region, and the relocation of the US office to New York reflect continued growth potential in these regions.

In order to facilitate the full return to normal exports of Irish pigmeat, Bord Bia has also put in place a Market Recovery Campaign to build on the reassurances already provided to customers since the product recall. The campaign will include a customer reassurance programme, bilateral veterinary meetings in selected markets within Europe where appropriate, a trade communications programme to position the capability of the Irish pigmeat sector and initiatives to maximise international market access for Irish pigmeat products.