Joanna Tuffy (Dublin Mid West, Labour)
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Question 1007: To ask the Minister for Agriculture, Fisheries and Food the measures taken to promote awareness of Irish seafood to the public and the benefits of eating fish; the amount spent in the past two years in promoting sales of Irish seafood; his views on the promotion of Irish seafood; and if he will make a statement on the matter. [37933/09]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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As the Seafood Strategy Report, which outlines the challenges facing the industry, states it is clear that with an ageing population and growing concerns about health and well-being, fish will become more valued as a healthy meal option. To that end, An Bord Iascaigh Mhara (BIM) developed a range of information material outlining the health benefits of fish consumption, particularly by health professionals under the auspices of a health information programme, which have been well received. Within the past 2 years alone in excess of 2 million information leaflets targeting consumers at every stage of life have been distributed to doctor surgeries, hospitals, health centres, dieticians and retail outlets. In tandem with this programme, the Seafood Circle initiative has also provided an umbrella for the home market development programme by promoting hospitality and retail businesses with high standards of seafood and service.

A total of €879,000 was spent in 2008 to promote sales of Irish seafood. As well as promoting Irish products at European and national trade fairs, BIM facilitated visits from European trade journalists to production regions and undertook market research to detect European consumer trends, optimal distribution channels and pricing strategies. In order to overcome strong and increasing global competition and strengthen customer loyalty, the visibility of Irish seafood in key European markets was enhanced through a number of measures designed to build business relationships between exporters and buyers and to raise awareness of the quality commitment of Irish producers at both consumer and trade levels across Europe.

The Government's recent initiative in transferring the seafood marketing and promotion functions from BIM to An Bord Bia has helped to ensure the strengthening of seafood marketing as part of a more cohesive overall food marketing effort, while allowing BIM to focus all its energies in developing the seafood industry through its new Business Development and Innovation Division. The combined spend on promotional and trade development of Irish seafood in 2009 from both agencies is projected at €888,000. This includes additional funding achieved through the synergy with Bord Bia to support the trade development of Irish seafood in Europe and a two year promotion plan for the Irish market. Seafood companies have been included at all relevant trade events including Marketplace Scandinavia and ANUGA.