Arthur Morgan (Louth, Sinn Fein)
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Question 1037: To ask the Minister for Agriculture, Fisheries and Food the initiatives he has taken to promote indigenous agrifood products domestically; the initiatives he has taken to promote indigenous agrifood products abroad; and if he will make a statement on the matter. [33324/09]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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As Ireland's largest indigenous, manufacturing sector the agrifood sector is crucial to sustaining and reinvigorating the economy. Strategies for the development of a consumer focused, competitive and sustainable agrifood sector at home and abroad are set out in the Agri-vision 2015 report and the Cawley Report. These strategies identify the delivery of safe, high quality, nutritious food, produced in a sustainable manner in high value markets as the optimum road for the future of the Irish food industry in the light of the changes which have already taken place or are anticipated over the next number of years and span the entire food chain from primary production through processing to market access which is key to developing export potential.

Bord Bia, under the aegis of my Department, is the state agency responsible for market development of food, seafood, drink and horticulture at home and abroad and closely monitors food exports. It has published a Strategy to boost food exports for the period 2009-2011. The strategy's six key priorities include enhancing the industry's position on its home market and export expansion with a particular emphasis on Eurozone markets.

Bord Bia has a comprehensive set of marketing and promotional programmes in place, which have been developed in consultation with key stakeholders in the food industry. The schedule of marketing activities for 2009 have regard to the impact of the sterling differential on competitiveness and include:

Food Ingredients/Nutraceuticals (Europe), which will provide industry with detailed market requirements particularly for dairy ingredients.

Participation in Trade Fairs in Paris, Madrid, Portugal and Amsterdam, mentoring on supplying Continental supermarket groups and provision of market insights.

Private Label seminar (Scandinavia, Germany & Holland) with company specific mentoring and Private Label Manufacturers Association trade fair in Amsterdam.

On the home market, Bord Bia's Quality Assurance schemes for various products are well known. This year Bord Bia has also introduced a 'Best in Season' promotional campaign for locally grown produce in season promotes seasonal local produce. This highlights to consumers which fruit and vegetables are available in Ireland and when they are in season. The key messages include freshness, taste and health benefits. Press and digital media and a best in season website (www.bestinseason.ie) have focused on strawberries in June, new season potatoes in July and seasonally available vegetables and potatoes in a "back to school" theme for September on emphasising the important role play in a healthy balanced diet for children, particularly as the winter months approach.

The Good Practice Standard and Flag for Farmers' Markets which was launched at the Bloom 2009 Festival encourages farmers markets to provide market access to locally produced in-season produce.