John Deasy (Waterford, Fine Gael)
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Question 479: To ask the Minister for Agriculture, Fisheries and Food his plans to encourage people to purchase food produced in their own locality, thus supporting local producers and local jobs and reducing food miles; and if he will make a statement on the matter. [10100/10]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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Bord Bia, under the aegis of my Department, is the State agency responsible for the market development of food, seafood, drink and horticulture at home and abroad. Its strategy is to expand exports of food, seafood, drinks and horticulture to €10 billion and to develop home sales and sustainable jobs. On the home market, Bord Bia's quality assurance schemes for various products enjoy 80% awareness. The Best in Season campaign, which promotes locally grown produce in season, will take place again in 2010, beginning in May to coincide with the beginning of Irish seasonal produce. This campaign, the key messages of which are freshness, taste and health benefits, highlights the seasonal fruit and vegetables available in Ireland. For example, press and digital media and a best in season website, www.bestinseason.ie, focus on strawberries in June, new season potatoes in July and seasonally available vegetables and potatoes in a "back to school" theme for September. In addition, 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. Some 34 markets have to date been certified as meeting the Good Practice Standard for farmers' markets and each has been issued with a personalised banner it can use to advertise this achievement. A list of the successful markets is posted on the Bord Bia website. The Good Practice Standard encourages farmers' markets to provide market access to locally produced in-season produce. Producers can deal directly with consumers and people have an opportunity to taste products with a particular local identity. Markets displaying the banner will aim to source 50% of their produce in their county or neighbouring counties. Farmers' markets are a good alternative route to market particularly for small producers. A new round of applications is under way at present. It is expected that many more markets will have reached a standard that will enable them to apply in this third round. One of Bord Bia's key strategies for 2010 is enhancing the position of Irish food and horticulture on the Irish market. Bord Bia will assist suppliers through initiatives in consumer insight, innovation, and branding. Promotion of the Bord Bia quality mark will be intensified to expand demand for quality assured meat, eggs and horticultural produce. Bord Bia's vantage suite of services will continue to assist small food companies to grow local business and identify niche export opportunities, while also continuing support for the development of the organic sector, farmers' markets and food based growth opportunities and food tourism partnerships.