Liam Twomey (Wexford, Fine Gael)
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Question 42: To ask the Minister for Agriculture, Fisheries and Food his plans to establish a unified food marketing board for Irish food products; and if he will make a statement on the matter. [7752/11]

Simon Coveney (Cork South Central, Fine Gael)
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We have a unified body, Bord Bia, with the role of promoting the marketing of Irish food, seafood, drink and horticulture. In its market research, development and promotional activities, Bord Bia works closely with producers, industry and existing and potential customers throughout the world to communicate the high-quality sustainable production systems operating in Ireland and identify and promote market opportunities. Actual selling of produce is reserved to the private sector under EU Treaty and Single Market rules, and public funds may not be used to advertise purely on the basis of origin. That is the function of the sector and the market.

Food Harvest 2020, which sets out a vision and plan for the agri-food and fisheries sector, recommends the establishment of a "Brand Ireland". That recommendation reflected the advice in Pathways for Growth, a high-level assessment by Harvard Business School, which was engaged by Bord Bia in 2010 to assess export opportunities for the Irish food and drink industry and provide a new perspective on pathways for growth. The concept is to develop an umbrella brand or enhanced reputation for the industry which is credible and distinctive and which embraces all aspects of Irish food and drink.

Food Harvest 2020 details the key steps necessary to progress the development of this approach. These include detailed scientific and market research into consumer trends, a strategy to emphasise the green and natural reputation of Irish food and drink, a credible scientific basis for product claims and the creation of the highest standards of food safety and traceability implemented in all participating products. The complexity in delivering on such an umbrella concept is high. A three-to-five year timeframe will be required.

Bord Bia has taken a lead role on this and has conducted research on a number of successful brand models. In addition, working closely with Carbon Trust and Teagasc, it has achieved PAS2050 standard (Publicly Assured Systems) for the sustainability credentials of its Beef and Lamb Quality Assurance Schemes. This is a very positive step towards realising the Brand Ireland concept.