Joe McHugh (Donegal North East, Fine Gael)
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Question 291: To ask the Minister for Agriculture, Fisheries and Food if he will consider the regional branding of Irish beef as a means of expanding our share of the continental beef market; if he will acknowledge that various factory prices prove that there is specific demand for beef from Irish regions in some instances; if he will engage with An Bord Bia regarding same; and if he will make a statement on the matter. [43531/09]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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Under EU State Aid rules, Member States are generally precluded from marketing their products on the basis of origin. The Bord Bia marketing strategy for Irish beef is concentrated on building the European market at the higher-value end and is based on Quality Assurance, Full Traceability and Grass-Based Production. This, in Bord Bia's view, places Irish beef in the strongest possible position to withstand the current economic challenges and to capitalise on future opportunities arising from the forecast drop in beef production across Europe and a recovery in consumer demand. Industry initiatives may, of course, build on these values in order to promote niche brands.